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.
WHO THIS is valuable for
- Demand Generation
- Marketing Ops
- SDRs / BDRs
- Account Executives
- Marketing & Sales Execs
DATA SOURCES REQUIRED
- Product data warehouse
- Chat app
- Advertising platforms
- Social Media Management platforms
- Content syndication platforms
- Marketing Automation Platform (Marketo, Hubspot, Eloqua, Pardot, etc)
- CRM (Salesforce, SAP, etc)
- Analytics JS
DATA YOU NEED
- Email Engagement
- Product Usage (for B2B SaaS organizations)
- Live chats
- Meetings held
- Ad campaigns
- Trial signups (B2B SaaS)
- Transactional emails (B2B SaaS)
- Social media
- SDR Outbound campaigns
- Webinar (Attendees)
- Events (Attendees)
- Content Syndication
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