Account Engagement Score
A composite metric measuring overall engagement levels across all contacts and channels for a target account.
Account Engagement Score aggregates all engagement activities across an account into a single score.
**Components Typically Tracked:**
• Website visits and page views • Content downloads • Email opens and clicks • Webinar registrations and attendance • Advertising impressions and clicks • Social engagement • Event participation • Product usage (if applicable)
**Scoring Approaches:**
• **Points-based**: Assign values to each activity • **Decay-based**: Recent activity weighted more heavily • **Threshold-based**: Hot/warm/cold categorization • **Predictive**: ML models based on historical patterns
**Account vs Lead Scoring:**
• Lead scoring: Individual contact focus • Account scoring: Aggregate buying group activity • Both needed for complete picture
**Using Engagement Scores:**
• Prioritize sales outreach • Trigger automated campaigns • Identify at-risk accounts • Measure ABM program impact • Forecast pipeline
Related Terms
Lead Scoring
A methodology for ranking leads based on their perceived value and likelihood to convert.
Account-Based Marketing (ABM)
A focused B2B strategy that concentrates sales and marketing resources on a defined set of target accounts.
Intent Data
Behavioral signals that indicate a prospect's interest in or research activity around specific topics or solutions.