ABM Target Account Scorecard
Score and prioritize ABM target accounts with this scorecard template. Evaluate fit, intent, engagement, and relationship strength for each account.
ABM Target Account Scorecard
Account-based marketing only works when you target the right accounts. This scorecard gives you a repeatable process for evaluating and ranking target accounts so your ABM spend goes where it will generate the highest return.
Scoring Criteria
Rate each account on a 1-5 scale across four dimensions.
Fit Score (Weight: 35%)
| Criteria | 1 (Poor) | 3 (Good) | 5 (Excellent) |
|---|---|---|---|
| Company size | Outside range | Near range | Perfect match |
| Industry | Non-target | Adjacent | Core vertical |
| Tech stack | No overlap | Some overlap | Full alignment |
| Budget authority | Unknown | Likely | Confirmed |
| Geography | Outside region | Near region | Target market |
Intent Score (Weight: 30%)
| Signal | 1 (None) | 3 (Moderate) | 5 (Strong) |
|---|---|---|---|
| Topic research | No signals | Some activity | Active research |
| Competitor evaluation | No evidence | Early stage | Active comparison |
| Buying timeline | Unknown | 6-12 months | Within 3 months |
| Budget cycle | Misaligned | Neutral | Aligned |
Engagement Score (Weight: 20%)
| Activity | 1 (Cold) | 3 (Warming) | 5 (Hot) |
|---|---|---|---|
| Website visits | None | Occasional | Frequent |
| Content downloads | None | 1-2 | 3+ |
| Event attendance | None | One event | Multiple |
| Email engagement | No opens | Opens | Clicks/replies |
Relationship Score (Weight: 15%)
| Factor | 1 (None) | 3 (Developing) | 5 (Strong) |
|---|---|---|---|
| Champion identified | No | Maybe | Confirmed |
| Multi-thread | None | 1 contact | 3+ contacts |
| Executive sponsor | None | Identified | Engaged |
Account Tier Assignment
| Weighted Score | Tier | Investment Level |
|---|---|---|
| 4.0-5.0 | Tier 1 | Full ABM program (1:1 campaigns) |
| 3.0-3.9 | Tier 2 | Cluster campaigns (1:few) |
| 2.0-2.9 | Tier 3 | Programmatic ABM (1:many) |
| Below 2.0 | Remove | Not worth ABM investment |
Review Process
Re-score accounts monthly. Promote accounts showing increased intent or engagement. Demote accounts that have gone silent for 60+ days.
Scrapine powers your ABM scorecard by enriching target accounts with firmographic data, tech stack intelligence, and contact mapping so you can score with confidence.