This score allows you to:<\/p>\n
- \n
- \ud83c\udfaf Prioritize<\/strong> your marketing and sales campaigns<\/li>\n
- \ud83e\udd1d Align<\/strong> sales with high-potential accounts<\/li>\n
- \ud83d\udcb0 Optimize<\/strong> your budgets by focusing on the most profitable opportunities<\/li>\n<\/ul>\n
How is the Qualification Score calculated?<\/h2>\n
The Qualification Score is based on a machine learning model trained using your existing customer data.<\/p>\n
Demandbase analyzes what characterizes your best customers, then evaluates each account according to the same criteria.<\/p>\n
Here are the main data sources used:<\/p>\n
\n\n\n
\n \nData Type<\/th>\n Example<\/th>\n Role in Model<\/th>\n<\/tr>\n<\/thead>\n \n Internal (CRM & Marketing Automation)<\/strong><\/td>\n Customers, Won Opportunities<\/td>\n Identify existing customer profile<\/td>\n<\/tr>\n \n Firmographics<\/strong><\/td>\n size, industry, revenue, region<\/td>\n Define the structural \u201cfit\u201d of an account<\/td>\n<\/tr>\n \n Technographics<\/strong><\/td>\n tools used: Marketo, Salesforce, HubSpot, etc.<\/td>\n Determine technological compatibility<\/td>\n<\/tr>\n \n Intent Data<\/strong><\/td>\n Keywords searched on the web (ABM, marketing automation, etc.)<\/td>\n Measure active interest in your topics<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n AI then compares these signals to those of millions of other companies<\/strong> in the Demandbase database to calculate the probability that an account will become a customer.<\/p>\n
<\/i><\/div>In summary: Machine Learning + CRM Data + Intent = Propensity to Buy Score.<\/div><\/div><\/div>\nHow to use the Qualification Score in Demandbase<\/h2>\n
Once calculated, the Qualification Score<\/strong> becomes a powerful lever for action in your Demandbase platform.
\nHere are some concrete uses:<\/p>\n1. Create smart audience segments<\/h3>\n
Filter your accounts according to their score: for example, all accounts with a score > 70<\/strong>.
\nThis segment represents your \u201cgood fits\u201d \u2014 the accounts that deserve your prospecting and nurturing efforts.<\/p>\n2. Prioritize your sales actions<\/h3>\n
The score is automatically pushed to your CRM<\/strong>.
\nYour sales teams can then sort their accounts according to potential and focus their prospecting on the best candidates.<\/p>\n3. Customize your marketing campaigns<\/h3>\n
In Marketo or any other automation tool, use the Qualification Score<\/strong> to tailor the message and intensity of your campaigns according to the account’s potential.<\/p>\n
4. Analyze your performance<\/h3>\n
Compare conversion rates<\/strong> and revenue generated<\/strong> according to score ranges.
\nThis is an excellent way to validate the relevance of your predictive model and refine your ABM strategy.<\/p>\n<\/i><\/div>Tip: Combine the Qualification Score with the Intent Score to identify high-potential accounts that are already in the active research phase.<\/div><\/div><\/div>\nBest practices<\/h2>\n
\u2714\ufe0f Have at least 50 to 100 customer accounts<\/strong> in your CRM before launching the model (the richer the sample, the more reliable the score will be).
\n\u2714\ufe0f Retrain<\/strong> the model every 6 months so that the AI incorporates your new customers and trends.
\n\u2714\ufe0f Integrate the score into your CRM and marketing automation dashboards to track the progress of your accounts.<\/p>\nIn summary<\/h2>\n
\n\n\n
\n \nObjective<\/th>\n Action<\/th>\n Benefit<\/th>\n<\/tr>\n<\/thead>\n \n Identify the right accounts<\/td>\n Use the Qualification Score as the main filter<\/td>\n Focus on high-potential accounts<\/td>\n<\/tr>\n \n Align marketing and sales<\/td>\n Synchronize the score with the CRM<\/td>\n Common prioritization<\/td>\n<\/tr>\n \n Measure performance<\/td>\n Analyze conversions by score range<\/td>\n Validate the AI model<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n <\/p>\n<\/div>\n
Our other Demandbase Tips<\/h2>\n
- \ud83e\udd1d Align<\/strong> sales with high-potential accounts<\/li>\n
![\"Demandbase](\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-1024x576.jpg\")