How to Create a Custom Account Score in Apollo.io
This tutorial walks through setting up a custom account score in Apollo.io to target and engage the most qualified prospects programmatically.
What the Tutorial Covers
- Demographic and technographic filters
- Intent data
- Adding accounts to lists
- Finding contacts that match your buying persona at high-score accounts
- Adding contacts to sequences
Apollo.io’s lead scoring software can help identify the best target accounts and contacts within accounts to focus your outbound efforts on. This can be done programmatically.
Why Custom Account Scoring Matters
Out-of-the-box lead scores are a starting point, but they are built on general signals that may not reflect what makes a great fit for your specific product. A custom account score lets you define what “high fit” means for your business - combining firmographic data like company size and industry with technographic data about the tools they use and behavioral intent signals showing what they are actively researching.
Once your scoring model is in place, you can use it to:
- Prioritize which accounts your SDRs focus on first
- Automatically enroll high-score accounts into targeted sequences via Workflows
- Build tiered outreach strategies where the highest-score accounts get the most personalized touch
- Improve reporting by filtering results to see which account tiers are driving the most pipeline
Building the Score in Apollo.io
Apollo.io allows you to create custom scoring rules using the filters available in the Companies and People search views. You can weight different criteria and save the resulting searches as named views. Contacts and companies that match the criteria flow into your lists automatically as new data enters Apollo.io’s database.
Combining this with Apollo.io’s Workflows means that when a new account hits your score threshold, the automation can find the right contacts and add them to the appropriate sequence - without any manual work from your team.
Want the full scoring system built for you? Custom account scoring is part of our Apollo.io Strategy and Setup service. See also: Apollo.io workflow and automation examples.