Traditional lead scoring assigns values to individual leads based on factors that indicate their level of interest. In an account-based strategy, however, the account, not the individual lead, is the primary focus.
Demandbase Engagement Points provide an account-based approach to scoring by measuring how people and accounts engage with your company across marketing campaigns, sales communications, website visits, advertising, product usage, intent signals, and other activities.
Demandbase aggregates these interactions across the buying group to create a single engagement score for the account, while also tracking engagement at the individual person level. Higher Engagement Points indicate stronger interest and engagement.
See Understanding Engagement Point Categories and Activity Types.
Benefits of Account-Level Engagement
Tracking engagement at the account level provides greater insight than evaluating individual leads or contacts separately. For example, a 122% increase in account engagement can demonstrate meaningful progress through the sales funnel.
Use Engagement Points to:
- Identify Marketing Qualified Accounts (MQAs).
- Prioritize accounts for sales outreach.
- Build audiences and account lists based on engagement.
- Measure the impact of marketing and sales activities over time.
- Monitor engagement trends across target accounts.
The following example shows accounts in an account list ranked by Engagement Points from the past three months:
Getting Started with Engagement Points
Begin by aligning key Sales and Marketing stakeholders on how Engagement Points should be assigned. Establishing a shared scoring model helps ensure consistent account prioritization, MQA identification, and other engagement-driven workflows.
Configure Engagement Points during onboarding and review them at least twice a year to ensure the scoring model continues to reflect your business priorities and customer engagement patterns.