Scores Overview

Overview

Lead scoring is a strategic approach to prospecting where you assign points to each of your prospects. When you use scores based on the attributes that define your ideal customers, you can more easily identify the prospects likely to convert into buyers.

Scores on Apollo allow you to take a data-driven approach to prospecting without a lot of manual setup. Apollo automatically assigns numerical scores to people and companies based on how well they match your ideal customer profile. Use auto-scores generated by Apollo AI for out-of-the-box ratings designed to help you find the prospects that are the best fit for your team's engagement.

Apollo generates AI lead scores based on your company website and prospecting activity. Apollo uses filters and signals that contribute to the score for each prospect. Let's break that down further.

Auto-scores

Apollo uses AI auto-scores by default when you search for people or companies. Apollo automatically generates scores with Apollo AI based on your website, account, and prospecting activity.

Apollo scores each person or company based on how well they match filters and signals within the score. With auto-scores, Apollo automatically selects filters and signals for you. However, if you create a custom score, you can choose filters and signals to define your score.

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Score Distribution

Apollo assigns one of the following ratings to each person or company based on their score as a percentage of the maximum possible score:

• Excellent
• Good
• Fair
• Not a fit

A prospect's score is the number of points earned from matched criteria, and their rating, like excellent or fair, reflects where the score falls relative to the maximum possible score.

You can filter your search results by a minimum score to hone in on the most likely buyers. Then hover over an individual score for more details about the prospect fit.

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Get Started

Use scores without any setup. Apollo enables auto-score by default when you prospect for people and companies in Apollo.

Search for prospects, then click a person or company for insights on the score. Apollo shares the score and the criteria that contributed to the score.

To create a score unique to your business, create a custom score.

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FAQs

How are auto-scores created?

Apollo generates AI auto-scores for your team based on two main sources of information:

1. Company details shared in onboarding, like your company name or website.
2. Account and usage data, like team prospecting activity when you save contacts or accounts. The more contacts and accounts you save, the more accurate your score becomes.

Apollo AI assigns people and companies individual scores based on how well they match. Prospects earn points based on the criteria they accumulate in a score. Apollo adds up the points from all matched criteria to calculate the overall score. For criteria where only one value can apply, like company size ranges or a single stage, Apollo only counts one option for that category because only one value can apply.

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Can I create a custom score?

Auto-scores are easy to use from the get-go, but you can also create custom scores. However, you can only view the results of one scoring model at a time. If you're an admin on Apollo and you create custom scores, ensure you set a primary people score and a primary company score for your team.

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Where can I view scores for people and companies?

When you search for people or companies, Apollo shares a score for each result.

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Can I access scores on my plan?

Access to scores depends on your Apollo plan. To use scores when prospecting, upgrade your plan. If you have questions about upgrading, reach out to the Apollo sales team.

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Can I sync scores with my CRM?

Yes, you can! If you use a CRM like Salesforce or HubSpot, Apollo syncs scores for contacts and accounts with your CRM:

 

Learn more about field mapping with the Salesforce or HubSpot integrations.

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