Frequently asked questions on G2 account scoring
What is account scoring?
Account scoring is a methodology used by sales and marketing teams to rank companies based on their likelihood to become a customer.
- Firmographic Data: Scores are assigned based on "fit" (e.g., industry, revenue, or location).
- Intent Data: Scores are added based on "behavior" (e.g., visiting your pricing page, comparing you to a competitor, or searching for your category).
- The Goal: To create a prioritized list so sales reps call the accounts with the highest total score first, rather than working through a random list.
How much "weight" should G2 activity add to a score?
Not all G2 actions are equal, so your scoring should reflect the level of intent. A common best practice in 2026 is to weight actions based on the "buying stage":
- Category Research (Low Weight): If an account is looking at your general software category, add 5–10 points. They are starting to learn.
- Competitor Comparison (Medium Weight): If they are comparing you directly to a rival, add 20–30 points. They are narrowing their shortlist.
- Pricing Page/Profile Visit (High Weight): If they visit your specific profile or pricing section, add 50+ points. This is often treated as a "Marketing Qualified Account" (MQA) signal that triggers immediate sales outreach.
Should I decay G2 intent scores over time?
Yes, absolutely. Intent data has a very short shelf life.
- The Logic: If a company compared you to a competitor yesterday, that is a massive signal. If they did it three months ago and haven't returned since, they have likely either bought another solution or the project has been shelved.
- The Implementation: Most teams set a 30-day decay. For example, if no new G2 activity is recorded, the intent portion of the score might drop by 25% each week until it returns to zero. This ensures your sales team is always focused on "fresh" interest rather than stale leads.