Determine Which Accounts are Engaging With Your Business
An Account Engagement Score aggregates activity from all the people who are interacting with your company at the account level so you can understand and act on it. Ideally, you want to focus on high-value activity.
For example, CaliberMind prioritizes companies that spend time on our product pages more than those that visit high-level blog posts because it’s a better signal, of course, of who may be evaluating our product. Having the ability to track people who are not in your database (and are therefore anonymous) is an important capability.
Why You’d Use an Account Engagement Score
Without focusing on engagement at the account level (vs. the traditional lead level), your inside sales rep can be qualifying John, your marketing team can be emailing Jennifer and your outside sales rep can be showing demos to Kevin, all without knowing that they all belong to the same company.
This creates confusion not only for your buyers that may find themselves in different sales cycles, but also for your marketing team that is wasting resources and could potentially delay or lose the sales opportunity.
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Key Characteristics of Account Engagement Scoring
When building an account engagement scoring model there are a few differences from lead scoring to keep in mind.
1. Track the Account Across the Entire Journey
With traditional lead scoring, the activity score usually stops once the lead becomes a MQL. However, stopping so early in the buyer journey doesn’t allow your team to capture true engagement once it’s passed over to sales. Why is this important? Think about it – your prospect account hasn’t engaged in email, meetings, phone calls, or web visits in weeks – wouldn’t you want this information to be able to craft a plan of attack? This is just one use case of how you could use engagement scoring – or in this case the lack of engagement.
2. Identify Key Players on the Account and Use a Multiplier to Elevate Their Score
If you’ve developed personas (even loosely), you know that there are many components to a buying committee – the decision maker, influencer, researcher, etc… Obviously a few of those are more important than others. So, how could this reflect in your account engagement score? Add a multiplier to that role. So, for the decision maker you might want to say – anytime this person has activity or engages with us – add a 1.2x multiplier to their score. This could accelerate the account to meet the threshold and in this example – get the account over to sales faster.
3. Don’t Just Create a Report, Operationalize It For Your Sales Team
If you’re on the marketing team a report looking at engagement scores across a segment of your target accounts is a great way to see how your top of funnel activity is translating to results through the journey. But, you’re missing a ton of value if you stop there. Instead, push the data to your CRM (Salesforce) and allow your sales team to track engagement for their target accounts (territory, vertical, etc…) daily. This gives them insight into their accounts (and not just leads) that they wouldn’t have otherwise.
4. The Change in Engagement (Surge) is Just as Important as the Score
We’re seeing this more and more. In fact, there are entire companies built on the notion of surge intent (think Bombora). Yes, it’s important to track both the change and the score — but as we mentioned in one of our funnel reports — the pace or velocity with which this activity is happening is so important. Especially in the age of information chaos. Be sure you’re ready to capitalize when someone is surging with your company.