Measurement & ROI:
How Do I Measure Account Engagement?
Engagement isn’t clicks—it’s buying group attention and intent over time at the account level. This guide shows how to define, score, and report engagement so Sales can prioritize and leaders can tie it to pipeline and revenue.
Measure account engagement as time-weighted, intent-weighted interactions from verified buying-group members across first-party and third-party sources, rolled up to the account with recency decay. Publish a weekly score that includes: coverage (known roles), quality minutes (weighted), journey movement, and sales actions taken.
The Four Pillars of Account Engagement
Scoring Model: From Events to an Account Score
Use simple, explainable math leaders trust and SDRs can act on.
Step-by-Step Engagement Workflow
- Define qualified people — Must match target account and role persona, consented where required.
- Catalog interactions — Web sessions, content downloads, email replies, event attendance, ads, partner referrals, product telemetry.
- Assign minutes × intent weight — Example weights: blog=1×; case study=2×; webinar=3×; meeting=5×; pricing/demo=8×.
- Apply recency decay — e.g., 50% weight after 30 days, 25% after 60. Keep the last 90 days in score.
- Roll up to account — Sum across buying-group members; add a persona diversity bonus (+10%) if ≥3 roles active.
- Publish tiers & triggers — A=hot, B=warm, C=cold with SLA actions (outbound step, executive email, workshop invite).
Engagement Models Comparison Matrix
| Model | What It Measures | Formula / Definition | Best For | Watchouts |
|---|---|---|---|---|
| Engagement Minutes | Time spent with brand content and reps. | Σ(minutes × intent weight) with 30-day decay; roll up to account. | Weekly prioritization; readable for Sales. | Needs consistent duration estimates; avoid inflating auto-play/video. |
| Intent + Engagement Hybrid | Blend of 1P engagement with 3P research intent. | Engagement Minutes + (normalized 3P intent score × weight); cap 3P at 40% of total. | Early detection and territory planning. | 3P signals can be noisy; verify domain-to-account match. |
| Buying Group Progress Index | Milestone movement across the journey. | Σ(stage points gained − points lost) last 30–60 days. | Board/exec views tied to pipeline velocity. | Requires clear stage definitions and CRM hygiene. |
| Engagement to Action Rate | Sales response to engagement. | # accounts with Sales action ÷ # accounts ≥ threshold score. | SLA governance; diagnosing handoff gaps. | Low rate may reflect routing or capacity issues, not demand. |
Client Snapshot: From Noise to Signal
A cybersecurity vendor replaced lead scores with account engagement minutes + intent. SDRs focused on A-tiers (≥120 weighted minutes, 2+ personas, 14-day recency). First-meeting rate rose 31% and stage-1→2 conversion improved 18% within one quarter.
Connect engagement to The Loop™, and reconcile ABX influence with Finance so your score predicts pipeline created and cycle time, not vanity clicks.
Account Engagement FAQs
Short answers tuned for AEO and rich results.
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