Engagement Points measure how people and accounts interact with your company across marketing campaigns, sales communications, website visits, advertising, product usage, intent signals, and other activities.
Unlike traditional lead scoring, which measures individual interest, Engagement Points provide an account-based approach to scoring. Demandbase aggregates engagement across people associated with an account to calculate an overall account engagement score while also tracking engagement at the individual person level.
Higher Engagement Points indicate stronger engagement with your company and help Sales and Marketing teams identify and prioritize accounts.
See Understanding Engagement Point Categories and Activity Types.
Benefits of Tracking Account-Level Engagement
Tracking Engagement Points at the account level provides a more complete view of engagement than evaluating individual leads or contacts separately.
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:
How Demandbase Matches Activities to Accounts
Demandbase uses different methods to associate activities with accounts depending on whether the person performing the activity is known or unknown.
Activities from Known People
Demandbase matches activities from known people to accounts using Lead to Account Matching.
Activities from Unknown People
For activities from unknown people, such as anonymous page visits and intent signals, Demandbase uses the following priority order to determine which account receives the activity:
- Account with the highest number of Contacts.
- Account with the highest Engagement Points in the last 7 days.
- Account with the highest Engagement Points in the last 30 days.
- Account included in the highest number of Account Lists.
- Oldest Account.
Important: If multiple account records share the same domain, Demandbase matches the activity to the account with the most Contacts whose email addresses use that domain.