kalkoWhat is account scoring?
Account scoring ranks companies, not people, by how likely they are to buy. A fit score uses company facts such as size and industry. An engagement score adds the activity of everyone at the account.
Key takeaways
- HubSpot lets teams create fit, engagement or combined scores for companies (HubSpot).
- HubSpot fit scores use property values such as company size and annual revenue (HubSpot).
- HubSpot notes that a good-fit customer can differ by region, which can need a separate fit score per region (HubSpot).
What goes into an account score?
- Fit: company facts such as industry, size, region and revenue.
- Engagement: visits, email replies and meetings from people at the account.
- Need: public signals that the account has a reason to buy now, such as a job post.
How do you build an account score?
- Pick 3 to 5 fit criteria from your best customers.
- Give each one points, for example a high score for 50 to 200 employees in your core industry (HubSpot).
- Add engagement from every contact at the account.
- Add a need signal, such as a recent job post that names your problem.
- Set a threshold, and check the top 20 accounts by hand every month.
How do sales teams use account scores?
- Pick which accounts get time this week.
- Split accounts into ideal customer profile tiers (HubSpot).
- Hand accounts from marketing to sales at a set score.
What are the limits of account scoring?
- One score rarely fits every region (HubSpot).
- People must be matched to the right account before their activity counts.
- Fit and engagement say little about timing. A high score can sit on an account with no project.
Account scoring vs lead scoring: what is the difference?
| Dimension | Account scoring | Lead scoring |
|---|---|---|
| What it ranks | Companies | People |
| Inputs | Company facts and activity across the account | One person's facts and activity |
| Strength | Sees a buying group even when no one person looks ready | Simple to set up per contact |
| Where it lives | Company scores in the CRM | Contact scores in the CRM |
Where Kalko fits
Kalko ranks accounts by need, not only by fit. It reads job posts, filings and buyer posts, re-scores accounts every week, and shows the source and the date for each claim.
Questions people ask
What is the difference between account scoring and lead scoring?
Account scoring ranks companies. Lead scoring ranks individual people. Account scores add up activity across everyone at the company.
What is a good account score?
There is no standard number. Set the threshold so the accounts above it match your recent wins, then check it every month.
Can HubSpot score accounts?
Yes. HubSpot creates fit, engagement or combined scores for companies on Marketing Hub or Sales Hub.
Sources
- HubSpot Knowledge Base: understand the lead scoring tool, checked October 28, 2026
- HubSpot Knowledge Base: build lead scores, checked October 28, 2026
- HubSpot Developers Blog: ABM for developers, checked October 28, 2026
Ideal customer profile (ICP)
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