Account Propensity Scoring
Know Which Accounts Are Ready to Buy Right Now
Stop wasting rep time on accounts with no buying intent or companies that do not match your ICP. GTM Engine scores every account based on real signals like hiring, funding, and tech adoption, then updates monthly so you always know which accounts are hot right now.
Stop guessing which accounts to prioritize. GTM Engine continuously researches and scores every account based on real buying signals so your team focuses on accounts ready to buy.
Track Any Signal That Matters to Your Business
GTM Engine recommends buying signals based on our deep understanding of your business, your ICP, and your competitive landscape. But you are not limited to our recommendations. Want to track a custom signal specific to your market? Just describe what you want to track and we will build the entire configuration. Hiring trends for specific roles. Funding rounds above certain thresholds. Technology adoptions that indicate product fit. Expansion into new geographies. You define what matters. We track it continuously.
Start with ICP, Then Add Signals. Work Intelligently, Not Spray and Pray.
Do not build contact lists at companies you do not want to sell to. Do not waste budget finding emails and phone numbers for people who have no reason to buy from you. Start with your ICP. Identify the accounts that actually match your ideal customer profile. Then layer on signals. This is SBM (Signal-Based Marketing). Target accounts that fit your ICP AND show active buying signals right now. Work intelligently with warm accounts ready to engage, not spray-and-pray cold outreach to everyone with a pulse.
Monthly Updates Keep You Ready to Strike When the Iron Is Hot
Things change fast. A company that is not ready to buy today could be displaying strong buying signals next month. New funding. Executive hires. Product launches. Market expansion. GTM Engine runs propensity scoring every single month to capture these changes as they happen. You get an always-updated record of your target accounts showing exactly which ones are hot right now. No stale data. No missed opportunities. Know exactly when to strike when the iron is hot.
Overall Propensity Score Shows You Exactly Who to Target
All your tracked signals roll up into a single overall propensity score for each account. Quickly see all your target accounts that are ready to buy right now. No more guessing which accounts to prioritize. No more wasting rep time on accounts that are not ready. The score tells you exactly where to focus. High propensity? Engage immediately. Low propensity? Nurture until signals improve. Your team works the accounts most likely to close, not the accounts with the loudest requests.
Key Benefits
See how Account Propensity Scoring transforms your GTM operations
Real Buying Signals
Hiring VP Sales, raising funding, expanding to new markets, adopting complementary tech. Detect the signals that matter.
Automated Scoring
Every account gets a propensity score based on dozens of signals. See at a glance which accounts are hot.
Monthly Research
GTM Engine researches your entire target account list every month to catch new buying signals as they emerge.
Signal Explanations
Don't just see a score. Understand exactly why each account is scored the way it is and what signals triggered it.
How It Works
Get started with Account Propensity Scoring in four simple steps
Start with Your ICP, Not Random Lists
Define your ideal customer profile based on firmographics, technographics, and business characteristics. GTM Engine identifies accounts that actually match your ICP. No wasted effort on companies you should never sell to in the first place.
Configure Signals That Matter to You
Choose from recommended buying signals or create custom signals specific to your market. Hiring VP Sales? Series B funding? Adopting complementary technology? Expanding to new markets? You define what indicates buying intent for your product.
Monthly Research Keeps Data Fresh
GTM Engine researches your entire ICP-matched account list every single month. New signals get detected automatically. Accounts that were not ready last month might be hot this month. You always know the current state of your target market.
Work the Hot Accounts First
See a prioritized list of accounts sorted by propensity score. High score means strong buying signals right now. Focus rep time on warm accounts ready to engage. Nurture low-scoring accounts until signals improve. Stop guessing, start knowing.
Common Use Cases
See how teams use Account Propensity Scoring to drive results
Signal-Based Marketing (SBM) for Outbound
Build target lists the right way. Start with ICP. Layer on signals. Only contact accounts that fit your profile AND show buying intent. Your SDRs work warm accounts, not cold spray-and-pray lists.
Account Expansion at the Right Time
Identify existing customers showing expansion signals. New executive hires. Team growth. New funding. Product launches. Know exactly when your customers are ready to buy more, not when your renewal date says to call.
Competitive Displacement When They Are Ready to Switch
Find accounts using competitor products that show switching signals. Hiring for roles that indicate dissatisfaction. Technology changes. Leadership turnover. Strike when they are already considering alternatives.
Stop Wasting Budget on Bad Data
Do not pay for contact data at companies that do not match your ICP. Do not waste money enriching accounts with no buying signals. Invest in intelligence for accounts that can actually close.
Territory Planning with Real Intent Data
Assign territories based on which regions have the most high-propensity accounts right now. Allocate rep capacity to markets showing the strongest buying signals, not just geographic splits.
Marketing Campaigns to Accounts Ready to Buy
Run targeted campaigns to high-propensity accounts. Your marketing spend goes to companies actively evaluating solutions, not dormant accounts that ignored your last ten emails.
Frequently Asked Questions
Everything you need to know about Account Propensity Scoring
Ready to Get Started?
See how Account Propensity Scoring can transform your GTM operations