Engagement describes something fundamental about the customer’s connection to your brand: Higher degrees of engagement mean a deeper commitment. More time. More emotion. More of a relationship. More activity – such as buying and advocating. In short: engagement matters.
In Demandbase, use Engagement Minutes to track the time your target accounts are spending with you. These minutes should cover when they respond to your marketing programs, but also when people interact socially, use your product, and talk with the sales team. By combining these interactions at the individual and account level, you get a good proxy for engagement.
An Engagement Minute is not an actual minute of engagement – instead it is a score that is generated to help indicate the actual amount of intent that a prospect has with you. Only actual minutes of a meeting count as minutes, so you can assign a score relative to meeting minutes to help you set up the score.
The concept of Engagement Minutes can be set up in a similar fashion as your lead scoring model. The difference is that leads and contacts will earn minutes of engagement that will be aggregated back to the account level. In marketing automation platforms, you are typically constrained to looking at a single lead or a single contact at a time. Because the Demandbase Engagement Minutes aggregate at the account level (which includes leads that have been matched to the account as well as existing contacts), you’ll have a more accurate picture of what is happening at the account level.
Imagine being able to go to the head of sales to show that target accounts spent 4,289 minutes engaging with marketing activities this quarter, up 122% from only 1,932 last quarter. And imagine being able to drill into the data to show the specific sales territories, industry segments, and personas with the biggest growth. This is certainly a sign that things in the middle of the funnel are progressing in the right direction!
With this insight, you can identify Marketing Qualified Accounts (MQA's). Identify which are the most engaged accounts and alert sales about any accounts whose engagement is spiking up or down versus their recent trend.
At Demandbase, we think that account-level engagement is a better indicator of potential buying activity than individual lead scores which is why we use Engagement Minutes.
Below is an example that shows Engagement Minutes activity for the past 3 months for accounts in the AE Top 30 Account List.
Engagement is the foundation of the Demandbase Platform and it’s how we track interactions across the Buying Committee. Engagement Minutes are built from activities aggregated from different data sources and classified into two categories: Sales and Marketing.