Account based marketing (ABM)vsLead Scoring

Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts with personalized marketing efforts rather than casting a wide net. Lead Scoring, traditionally used to prioritize individual leads based on their behavior and fit, can be adapted within ABM to evaluate and rank the engagement and potential of contacts within those target accounts. Specifically, lead scoring in an ABM context aggregates signals from multiple stakeholders across a target account—such as content interactions, event attendance, and buying signals—to identify which accounts are most sales-ready and which contacts within those accounts are key influencers or decision-makers. This enables marketing and sales teams to prioritize resources and tailor messaging more effectively at the account level. Moreover, lead scoring data feeds into ABM platforms and workflows to dynamically adjust account prioritization and personalize outreach, making the ABM strategy more data-driven and responsive. Without lead scoring adapted for account-level insights, ABM efforts risk being less precise and slower to identify the best opportunities within complex buying groups. Therefore, lead scoring acts as a critical mechanism within ABM to quantify engagement and readiness across multiple contacts, driving more efficient and targeted account engagement strategies.