What is a Market?
A Market in Keyplay represents a distinct scoring model for a specific segment or product your business sells.
Each Market has its own scoring model, signals, and logic for how accounts are evaluated and tiered.
You’ll want to create multiple Markets if your company sells to different customer segments or offers multiple products that require separate definitions of “ideal fit.”
Examples include:
SMB vs. Enterprise
Product A vs. Product B
Industry-specific solutions (e.g., Education vs. Healthcare)
When to Have Multiple Markets
You should consider setting up multiple Markets when:
Your product lines target different audiences with unique characteristics.
Your ICP scoring rules differ significantly between segments.
You want to test different scoring models (for example, one for inbound accounts and another for outbound prospecting).
Having separate Markets helps you maintain clarity and accuracy in how each account is scored, prioritized, and enriched.
Switching Markets for Account Discovery
You can easily switch which Market is active in the app.
To do this:
Navigate to the Markets page.
Click Make Active next to the Market you’d like to use.
Once a Market is active:
The Discover tab will surface new accounts based on that Market’s scoring model.
Account scoring, tiers, and signals in Keyplay will update to reflect the active Market.
This makes it simple to explore and target net-new accounts across different segments or product lines.
Managing Multiple ICP Scoring Models
Each Market comes with its own ICP scoring model.
Within that model, you can:
Add or adjust signals specific to that segment.
Run backtests to validate how well your model performs.
Refine tiers and fit thresholds independently from other Markets.
This allows your team to customize how each Market defines “fit,” while still managing everything in one workspace.
CRM Integration for Multiple Markets
When syncing data to your CRM, each Market can have its own mapped fields for Scores, Tiers, and Signals.
To set this up:
Go to the Field Mapping section under CRM Integration.
Add additional field mappings for each Market. (You'll need to have fields set up ahead of time in your CRM!)
Each Market will have its own field names — for example,
Fit Score – Enterprise,Tier – SMB, etc.You can sync:
The overall Fit Score
The Tier
The Most Similar To field
The Signals associated with that Market
This setup ensures your CRM reflects accurate scoring across multiple Markets, making it easy to segment, filter, and prioritize accounts by fit.