Use the following recommendations as a starting point when configuring Engagement Points and Engagement Point weighting in Demandbase One for Marketing.
Engagement Points help you measure account engagement by assigning values to different activities. Assign higher points to activities that indicate stronger buying interest and lower points to activities that indicate passive engagement.
Important: These recommendations are guidelines. Adjust the point values and criteria to align with your organization's Account Based Marketing (ABM) strategy.
Best Practices for Establishing and Reviewing Engagement Points
Work with key Sales and Marketing stakeholders to establish a shared Engagement Points scoring model. A consistent scoring model helps align account prioritization, MQA identification, and other engagement-driven workflows.
Configure Engagement Points during onboarding and review the scoring model at least twice a year to ensure it continues to reflect your business priorities and customer engagement patterns.
Page Visits
Assign higher points to visits to pages that indicate buying interest, such as pricing, product features, and demo requests. Exclude pages that do not indicate meaningful engagement.
When entering page URLs, omit https:// and www. For example, enter demandbase.com/contactus.
Tip: See the Page Visit Playbook for additional scoring recommendations.
| Page Type | Recommendation |
|---|---|
| Careers, Login, and Unsubscribe pages. | Exclude |
| Feature, Pricing, Demo Request, and Contact Us pages. | Assign higher points |
| Landing pages for high-value content, such as gated assets or campaign-specific pages. | Assign the highest points |
Assign minimal points to outbound email activities because they do not necessarily indicate active buying interest. Assign higher points to valid inbound emails that indicate direct engagement.
| Activity | Recommendation | Suggested Points |
| Open Sales Email | Assign minimal points for outbound engagement. | 0.1 |
| Marketing Email | Assign minimal points for outbound engagement. | 0.1 |
| Demandbase Email Open | Assign minimal points for outbound engagement. | 0.1 |
| Inbound Email | Exclude Out of Office (OOO), Test, and Bounce emails. Count valid inbound emails only. | 1 |
Intent
Assign points based on intent level to reflect the strength of an account's research activity. Higher intent levels indicate stronger potential buying interest.
| Intent Level | Suggested Points |
| High | 0.2 |
| Medium | 0.1 |
| Low | 0 |
Programs/Campaigns
Assign higher points to program and campaign activities that indicate meaningful engagement, such as attending webinars, clicking advertisements, or interacting with your team at events.
Tip: See the Programs and Campaigns Playbook for additional scoring recommendations.
| Activity | Recommendation |
| Webinar | Assign higher points for Registered, Attended, and Engaged activities. |
| Advertisement | Assign higher points when Contains = Ad Title and Status = Clicked. |
| Tradeshow/Roadshow | Assign higher points for Registered, Visited Booth, Engaged at Show, and Engaged Post-Show activities. |
CRM Activities
Assign points to CRM activities based on whether they indicate meaningful engagement. Outbound emails receive minimal points, while completed conversations receive higher points.
| Activity | Recommendation | Suggested Points |
| Assign minimal points for outbound engagement. | 0.1 | |
| Call | Exclude Wrong Number, No Connect, and Voicemail. Count completed conversations only. | 1 |
Demandbase Advertising
Assign minimal points to advertising activities because clicks and impressions generally indicate less engagement than direct interactions, such as meetings or inbound emails.
| Activity | Recommendation | Suggested Points |
| Clicks | Assign minimal points. | 0.01 |
| Impressions | Assign very minimal points. | 0.00001 |