Creating a lead scoring model involves determining how much value to assign to that lead based on several factors. With an account-based strategy, accounts become the priority vs. leads.
Engagement Minutes is Demandbase’s answer to lead scoring. Engagement Minutes track how People and Accounts engage with your content and company via marketing channels, sales communications, web visits, and more. The higher the Engagement Minutes, the higher the interest that account or person has with your company.
Understanding Engagement Minutes
Engagement Minutes are not actual minutes of time, but a scoring system used to quantify how engaged an account is with your company. The only case where actual time is tracked is for meeting attendance.
Benefits of Account-Level Engagement
Tracking engagement at the account level allows for more insightful analysis. For example, showing a 122% increase in account engagement to the Head of Sales shows progress in the sales funnel. Additionally, identifying Marketing Qualified Accounts (MQAs) and monitoring engagement trends helps in sales prioritization.
The following example shows accounts in an account list ranked by Engagement Minutes for the past 3 months:
Using Engagement Minutes
You can use Engagement Minutes to track the level of interaction your target accounts have with your company. This includes responses to marketing programs, website visits, product usage, and conversations with the sales team.
Engagement Minutes can be configured similarly to lead scoring models, but interactions are aggregated at the account level. This provides a more accurate view compared to traditional lead scoring models, which typically focus on individual leads or contacts.
Types of Engagement Minutes
Engagement Minutes are activities aggregated from different data sources and classified into the following categories:
| Sales | Marketing |
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