Understanding Qualification Scores

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The Qualification Score uses machine learning to quantify what truly defines an ideal customer beyond basic firmographics and then scores your accounts along with the 55 million accounts in the Demandbase database. The Qualification Score scores each account on the likelihood it would ever become a customer, regardless of where it is in the buyer journey. 

You can also set up multiple Qualification Scores according to account fit and interest in your different product offerings. See Understanding Multiple Predictive Scores for more information.

Important: Only Accounts with a domain get a Qualification Score. 

Quick Facts

  • >=95: Highly Likely
  • >=50 and <95: Likely
  • <50: Unlikely
Initial Model Build Time 24 hours
Tip: The model starts running when you click Save and train model in Settings > Demandbase-Wide Settings > Predictive Score Setup.
Model Re-Training Time 24 hours
Tip: The model starts running when you click Save and train model in Settings > Demandbase-Wide Settings > Predictive Score Setup.
Score Update Static (The qualification score criteria does not change frequently.)
Customer Connection Modes
  • Connected Mode (Integrated with Marketing Automation System (MAS) and CRM) - Full Scoring Capability
  • CRM Hybrid Connected Mode (Integrated with CRM) - Full Scoring Capability
  • MAS Hybrid Connected Mode (Integrated with MAS) - Requires a CSV file upload with accounts
  • Disconnected Mode (Not integrated with MAS or CRM) - Requires a CSV file upload with accounts

Factors Used When Calculating the Qualification Score

Demandbase uses the data in the following table:


Set of 50 or more accounts. For best results, we recommend using 100 or more of past and current customers.


Uses country, industry, revenue range, and number of employees.

Technographics Uses the current tech stack of your Customer or Target Account lists.
Historical Intent

Uses past one year of intent.

Accessing Qualification Score Results

After an Administrator configures the Qualification Score, you can access the Qualification Score results.

From the left navigation bar, go to Analytics2.png Analytics > Dashboard and select an account list from the drop-down list. Scroll down to the Accounts section and click the Qualification Score tab. This tab shows the top ranked accounts using the Qualification Score Model.


Take Action with Recommended Accounts

You can take action to engage the recommended accounts. For more information, see Taking Action with Accounts and People.

  1. From the Qualification Score tab and click See all accounts.
  2. On the Engagement page, scroll down to the table and click the Accounts tab.
  3. Select the accounts you want to take action on and click Take Action.
  4. In the right Take Action section, select the action you want to take for the selected accounts. For example, you can add the accounts to an existing account list that you will use in an upcoming advertising campaign.


Do the scores work out of the box?

Yes, the scores are calculated 24 hours after the user clicks the Save and train mode button on the Predictive Score Setup page. At least one Keyword Set needs to be created.

To access this page, from the left navigation bar, go to Settings_N.png Settings > Demandbase Wide-Settings > Predictive Score Setup

How long does it take the model to run?

24 hours

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