Engagement Minute Categories and Activity Types

  • Updated


Once you get to the Engagement Minutes page, you can customize exactly how you measure engagement in Demandbase. Default values for Engagement Minutes are assigned out-of-the-box, but they can be modified based on your company's specific requirements. Below is an example of the Engagement Minutes page.

Engagement Minutes settings are grouped into different categories. Click the links below to learn more about each category.

Important: Known activities are matched to an Account using the Lead to Account Matching feature. Anonymous activities (Page Visits and Intent) are matched to Accounts with the same domain. If there are multiple Account records with the same domain, we match to the Account with the highest number of Salesforce Contact records.

  • General Activities - Basic interactions tracked and recorded by Demandbase and your marketing automation system.
  • Intent Activities - Set up Engagement Minutes for tracking Intent.
  • Marketo Interesting Moments - Marketo-only feature that allows you to flexibly define or group different activities into an Interesting Moment.
  • Marketo Programs - These are the different channels people interact with you from your Marketo Programs (Webinar, Tradeshow, Web Content, etc).
  • Salesforce Activities - Engagement Minutes for particular activities recorded in Salesforce.
  • Salesforce Campaigns - Engagement Minutes for different types of Salesforce campaigns.
  • Weighting - Assign multipliers based on selectors. For example, each C-Level engagement minute is recorded as double.

General Activities

Activities come from Demandbase or your marketing automation system (Marketo, Pardot, Eloqua, Hubspot.) 

General Activities - Demandbase

  • Inbound Email - After you connect Demandbase to your email client, you can assign engagement on emails you receive from target accounts in your inbox.

  • Meeting Attendance - After you connect Demandbase to your email client, we'll automatically pull in meetings with people at target accounts.

  • Page Visits (Anonymous) - Any web visit that matches an account Demandbase is tracking, but we don't know who that person is. This is not all web traffic like Google Analytics. 

General Activities - Eloqua

  • Eloqua Email Open - Triggered anytime someone opens an email sent with Eloqua.

  • Email Clickthrough - When someone clicks a link in an Eloqua sent email.

  • Form Submit - When a user submits a form being tracked by Eloqua.

  • Page View - Eloqua only way of tracking who views what pages.

General Activities - HubSpot

  • HubSpot Email Open - Email sent from HubSpot was opened.

  • HubSpot Email Click - A link in an email sent from HubSpot was clicked on.

  • HubSpot Email Forward - An email sent from HubSpot was forwarded to someone.

  • HubSpot Email Print - An email sent from HubSpot was printed.

  • Form Submit - When a user submits a form being tracked by HubSpot.

  • HubSpot Web Page Visit - Any web visit that we can associate with a specific lead or contact using website cookies or other means.

General Activities - Marketo

  • Click Email - If someone clicks a link in your email (Marketo only).

  • Click Link - If someone clicks a link on your web page (Marketo only).

  • Fill Out Form - If someone fills out a form on your website (Marketo only).

  • Marketing Open Email - If someone opens your email sent from Marketo as part of a Marketo campaign.

  • Open Sales Email - If someone opens an email that comes from Marketo Sales Insight or the Outlook add-in. These are generally more customized.

  • Visit Web Page - Any web visit that we can associate with a specific lead or contact using website cookies or other means. 

General Activities - Pardot

  • We sync to numerous activities in Pardot, most of which can be found on Pardot's Activity Glossary.

    Activities synced over include: Page View, Email Open, Email Click, Registered for Webinar, Attended Webinar, Email Click (Third Party), Form Success, Event Registered, Event Checked In, Pardot Click, View File, View Form, View Landing Page, Landing Page Success, Video View, Video Conversion, Video View Watched (>75% Watched), Search, Social Post Click.

Intent Activities 

Assign Engagement Minutes to Intent by selecting a Demandbase Keyword Set and intent strength (High, Medium and Low). You can assign Engagement Minutes to 3rd party Intent if you are integrated with Bombora, G2, or TrustRadius.

A Keyword Set is a set of specific keywords or phrases that allows you to segment or group similar themed keywords or phrases together. 

Examples include:

  • A keyword set surrounding Product A or Product B.
  • A keyword set surrounding all Competitors.
  • A keyword set surrounding business unit A or B.

Intent Strength (High/Medium/Low) is calculated by comparing the number of people within an account that has intent on a specific keyword to the number of people within an equally sized account on the same keyword.

  • The High/Medium/Low labels represent how many people at the account are researching the keyword each week
  • We adjust the labels based on the size of the account
  • This thresholds can change based on changes on intent volume over time
      • High Intent = the top 15% of the number of people researching it.
      • Medium Intent = the mid 50-85% of the number of people researching it.
      • Low Intent = the bottom 50% researching it.

The table below provides more information on how High/Medium/Low Intent is calculated.


Marketo Interesting Moments

Interesting Moments are a flexible structure for capturing activities (Marketo-only).

  • Interesting Moments are triggered based on the conditions you set in Marketo.

  • When an Interesting Moment is triggered, we assign Engagement Minutes to it for that account.

How are Interesting Moments Grouped?

Our solution is designed to group Interesting Moments by the "Description" of the Interesting Moment. We have the default groupings Marketo has in Demandbase such as "Filled out Form" and "Attended Webinar" as types, and the filter criteria would then be whatever comes after the "Filled out Form" part.

Beyond those default groupings, we then try and split descriptions based on if they have a ":" in them. A moment with a description of "Tradeshow: AwesomeConf 2020" would have a "type" on the left hand side of "Tradeshow" and the filterable criteria on the right-hand side would be "AwesomeConf 2020".

If there is no colon in the "Description" field and the description does not start with an out-of-the-box grouping, it would be in the "All Others" bucket and you could assign minutes to it that way.

The Marketo "Type" field on the Interesting Moment does not come into Demandbase's weighting on Engagement Minutes.

Click the link below to learn more about Interesting Moments in Marketo.

Marketo Documentation for Interesting Moments

Marketo Programs

Programs come from your Marketo instance. Engagement can be assigned based on the program channel.

  • Only successes/responses in these programs count toward engagement.

  • You won't be able to add a program until a success has occurred.

Salesforce Activities

Activities are typically logged by an SDR, they encompass things that usually can't be tracked automatically including phone calls, special meetings, LinkedIn communication, and more.

Activities are associated with a lead, contact, or account. Activities with leads and contacts are automatically pushed up to the account in Demandbase. Click the link below to learn more.

Salesforce Documentation for Salesforce Activities

How are Salesforce Activities are Grouped? 

Activities are associated with contacts, leads, or accounts. Demandbase groups these activities based upon the "activity type" field in Salesforce. Example: Meeting, Call, Email, etc.  

Using the All Others Grouping

For Salesforce Activities that cannot be assigned to a group (or not part of the 30 most popular groupings), we put them in the "All Others" grouping.

We recommend using the "Contains" operator to identify the activities of interest when using the “All Others” grouping. 

Salesforce Campaigns

When a Salesforce campaign has at least one response, you are able to pull that campaign into Demandbase and assign Engagement Minutes to it.

Avoiding Duplication

If a Marketo Program is synced to Salesforce as a Salesforce campaign, we ignore the linked Salesforce campaign and only use the engagement rules for the Marketo Program so as to not double count the Engagement Minutes. We detect this automatically.

You can change the default engagement minute assignment preference from Marketo Programs to Salesforce Campaigns. This assigns engagement minutes to Salesforce Campaigns over duplicate Marketo Programs. 

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