Understanding Qualification Scores

  • Updated

The Qualification Score is derived from a machine learning model that is trained to identify which accounts look most similar to your past customers. It considers various factors such as account firmographics, technographics, and intent signals to define an ideal customer. Demandbase scores your accounts from your CRM and CSV, along with the 55 million accounts in the Demandbase database. By focusing on accounts with high qualification scores, you can strategically prioritize accounts that most fit your ideal customer profile, regardless of where they are 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
Model Re-Training Time 24 hour
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.


Top Factors that Determine the Score

To see the top factors that determine the Qualification Score, from the left navigation bar, go to Analytics > Dashboard and select an account list from the drop-down list. Scroll down to the Accounts section and hover over the Qualification Score tab. In the pop up, click Learn More About Qualification Score.
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The following example shows some of the Top Factors that determine the Qualification Score across the accounts. Each account has different “top factors” that determine its score.

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.

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