🔢Scoring

What is Account Scoring?

Account scoring in HockeyStack is a dynamic metric designed to indicate how ready each account is for sales outreach. It blends first-party engagement such as website visits, goal completions, CRM activity, and email interactions with third-party signals including intent data, company firmographics, and external triggers like news events or hiring updates. Together, these elements create a holistic measure of account potential.

Our scoring algorithm learns from your data and assesses the right score for each prospect, one by one.

Engagement Classification

Each account engagement is assigned a score from 0 to 100 using the methodology outlined below. Scores are then grouped into the following categories:

• 0: No Score

• 1-29: Cold (Minimal Engagement)

• 30-59: Warm (Moderate Engagement)

• 60-84: Hot (Strong Engagement)

• 85-100: On Fire (Peak Engagement)

How the Score is Constructed

HockeyStack continuously gathers relevant signals for each account and uses trained models to interpret intent. The system then combines weighted components – such as recent goals and behavioral data – into a single score that updates every two days. You can also trigger real-time updates through custom workflows. The outcome is an always current, reliable indicator of buying intent.

Common Scoring Factors:

• First-party buyer journey data

• Third-party signals, like hiring, funding, previous customer, keyword intent, etc.

• AI-agent web research— Build custom agents to scrape the web

• Company attributes: These can be from your CRM or our data sources. HockeyStack can also first check your CRM and use our data partners if the data doesn't exist.

• Lead attributes: These can be from your CRM or our data sources. HockeyStack can also first check your CRM and use our data partners if the data doesn't exist.

Why It Matters

Scoring helps you focus on the accounts most likely to convert. Accounts with high scores often show patterns like repeated visits to pricing pages or goal completions, prompting alerts for outreach. Lower-scoring accounts tend to show less relevant behavior and can safely be filtered out to focus your efforts and improve conversion rates.

Customizing the Score to Fit You

Every business is different. Using the Settings panel under Account Intelligence > Scoring, you can define which signals to prioritize, and highlight which factors are the most important from your perspective. No math, no manual scoring, just a plain English explanation of what matters to you.

Taking Action with the Score

The real value of scoring lies in action. HockeyStack syncs each account’s score with Salesforce, HubSpot, and other CRMs, making it available in account records. From there, you can build workflows like sending alerts when a score crosses a threshold or pausing outreach when momentum fades. Segmentation tools help you target accounts by intent level for maximum impact.

Best Practices for Results

Start by using scoring on a small set of previously won accounts. Compare new scores with past conversion data to ensure alignment and reveal any anomalies. Monitor score distributions over time and adjust feature weights or included signals as needed. Involving your sales, marketing, and support teams in reviewing the model will ensure the scoring feels accurate and actionable on the ground.

What to Do When Scores Seem Off

If an account scores low but looks promising, or vice versa, the issue might be missing signals or misaligned weightings or outdated. Try to use the Rescore Account button to update the scoring and update the custom instructions in Settings > Account Intelligence. If you continue to see discrepancies, our support team is ready to help refine the model so it reflects your ideal Customer Profile more accurately.