Account/Lead Scoring

Account scoring is a HockeyStack product that allows users to automatically capture a very broad range of signals about the full account journey, build it into a metric, and do it at scale of tens of thousands of accounts with millions of data points.

Data points across the entire account journey include company attributes, achieved goals, user activity on the website (both identified and anonymous), CRM actions, emails and their subject lines, call summaries, and more. Users can also add third party data like Bombora and others.

Intent-related features are extracted from this journey using language models. For example, a feature might be: "had an ad impression but bounced immediately from the website (indicating lower intent)." These extracted features are subsequently fed into a model that assigns each account a score between 0 and 100, indicating its priority.

Features can be customised by providing their descriptions in natural language in Settings → Account Intelligence.

Additionally, HockeyStack goals can introduce another parameter into the final score, computed as a time-decayed weighted sum of achieved goals per account. This helps prioritise companies based on specific actions, such as visiting the pricing page. However, relying on goals isn't sufficiently expressive, which is why incorporating signals derived from language-model-based feature extraction is essential.

Analysis is updated every 48 hours for accounts/leads that had new actions after last analysis only. If you want to create a custom schedule for updating account you can do it with workflows.

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.