Engagement Score
The Engagement Score is a metric that reflects how interested a particular account is in your company's products and services. This score ranges from 0 to 100, where a higher score indicates a greater level of engagement. Essentially, the Engagement Score helps you gauge how effectively your marketing efforts are resonating with your target audience.
Example:
Imagine running a LinkedIn ad campaign. If one account is frequently clicking on the ads, filling out forms, and visiting key pages on your website, their Engagement Score will be high. Conversely, an account that rarely interacts with the content will have a lower score.
Key Activities Impacting the Engagement Score:
- LinkedIn Ad Impressions: The number of times your LinkedIn ads are viewed.
- LinkedIn Ad Clicks: How often users click on your LinkedIn ads.
- LinkedIn Ad Leads: The number of leads generated through LinkedIn ads.
- LinkedIn Click-Through Rate (CTR): The percentage of users who clicked on your LinkedIn ads after viewing them.
- LinkedIn Form Conversion Rate: The rate at which users complete forms linked to your LinkedIn ads.
- Lead Conversions from Other Channels: Leads generated from marketing channels other than LinkedIn.
- Leads Added to Salesforce Campaigns: New leads integrated into your Salesforce campaigns.
- Website Visits from High-Intent Pages: Visits to pages that indicate a strong interest in your offerings (e.g., pricing pages, product demos).
- Website Visits from Non-High-Intent Pages: Visits to pages with less direct intent (e.g., blog posts, general information pages).
- Emails: Engagement through emails.
- Calls: Direct contact through phone calls.
All these activities are analyzed over the last 90 days, with more recent interactions being given more weight. For example, if a lead interacted with the LinkedIn ad last week, that interaction will have a greater impact on the Engagement Score than an interaction from two months ago. This time decay helps in capturing recent trends and shifts in engagement.
Engagement Score Classification
To make it easier for you to assess how engaged an account is, the Engagement Score is displayed with a visual representation The score is classified into four categories:
- Low: Minimal engagement.
- Medium: Moderate interest, but not fully engaged.
- High: Strong engagement, indicating a high level of interest.
- Very High: Exceptional engagement.
Engagement Trend: Monitoring Changes in Engagement
An account's Engagement Trend represents the change in its engagement level over the last 30 days. This trend is a crucial indicator of how an account's interest in your company's products or services is evolving. Here's how the Engagement Trend is categorized:
Engagement Trend | Engagement Score Change Over the Previous 30 Days |
New | Account doesn't have any engagement score defined 30 days ago |
Cooling | Decreased 10 or more points |
Neutral | Remained within ± 10 points |
Heating | Increased 10-24 points |
Surging
|
Increased 25 or more points |
The Engagement Trend reveals whether an account's interest in your company's offerings is increasing or decreasing. This insight is invaluable for guiding your sales team on the appropriate level of outreach. For instance, a Surging trend may indicate that an account is ready for more direct sales engagement, while a Cooling trend might suggest the need for re-engagement strategies.
Customizing the Engagement Score
With the latest updates, you have the ability to tailor the Engagement Score to better reflect your marketing strategy. You can choose which touchpoints or Key Performance Indicators (KPIs) are included in the calculation and assign weights to each. This means you can decide which activities are most important in measuring engagement.
For instance, if LinkedIn Ad Clicks are more critical to your strategy than Website Visits, you can allocate a higher weight to LinkedIn Ad Clicks. This will make that KPI have a greater impact on the overall Engagement Score. You can also exclude certain KPIs that may not be relevant to your business. It's important to note that the total weight must add up to 100%. After you adjust these settings, the Engagement Scores and corresponding trends will be recalculated for the last 30 days within 24 hours.
Additionally, if you wish to return to the original settings, you can reset the allocations to their default values at any time. These default allocations are based on extensive analysis, measuring the impact of each KPI on creating opportunities across millions of data points. This ensures that the default settings are optimized for general effectiveness, providing a reliable starting point.
Sync to Salesforce
Sales teams live in Salesforce so we allow to sync Account engagement fields directly to CRM. This then can be used to create customized dashboards and reports in Salesforce for each sales representative, showing their highly engaged accounts, as well as those with surging or cooling interest levels.
To set up Sync to Salesforce, Admins need to map Metadata fields to the corresponding Account field in CRM. Metadata will be updating fields in Salesforce on a daily basis. Please note that you will need write access permissions with the user who is currently connected to Salesforce via Metadata.
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