Engagement Score
Fit tells you which accounts you want. Engagement tells you which of them are paying attention right now.
You already score what people do with Lead Scoring. Account Scoring doesn't make you define that behavior a second time. Instead, an account's Engagement score rolls up the lead score activity of the people who work there, inside a rolling window, so it rises while the account is active and falls when it goes quiet.
You decide whose activity counts, how much each person's activity is worth, and how it all adds up.
Engagement Score Settings:
How Engagement Is Calculated
You configure engagement in the Engagement Score section of your ruleset's Settings tab.
Lead Scoring Ruleset
Choose one of your active Lead Scoring Rulesets. Every change to a contact's Activity or Engagement score under that ruleset counts toward the contact's account.
Contact scores and manual lead score adjustments do not roll up. They describe who a person is or a one-off judgment, not what the account is doing.
A lead scoring ruleset built for one product line makes a natural engine for an account scoring ruleset about the same product line. Each Account Scoring Ruleset can use a different Lead Scoring Ruleset.
Window (days)
Engagement counts only the score changes inside a rolling window, from 1 to 365 days (90 by default). As older activity falls out of the window, its points leave the account's Engagement score.
That's what makes Engagement a measure of current interest. An account that was busy six months ago and silent since will drift back down on its own.
Count Only Contacts Matching Conditions
By default, every contact at the account counts. Click Count only contacts matching conditions to limit engagement to the contacts that match conditions you build in the Segment Builder. For example, count only contacts in North America, or leave out your existing customers' support staff.
Clear the conditions to count everyone again. A change to these conditions applies to new activity only. Activity already counted keeps its points until it leaves the window.
When Engagement Updates
Engagement updates every few minutes as your contacts' lead scores change. You don't need to wait for a nightly run to see an account heat up.
A new ruleset counts activity from the moment it's created. It does not go back and count activity from before then.
Contact Weights
Not every contact's activity means the same thing. Ten page views from a CFO in an open evaluation can be worth more than ten from an intern researching a school project.
Contact weights let you say so. Under Contact weights, add a row for each kind of contact you want to weigh differently:
- Matches. Choose Buying Group role to weigh contacts who hold a role in one of your Buying Groups, or Title contains to weigh contacts by a word in their job title (not case-sensitive).
- Buying Group role or Title contains. The role to match, or the keyword.
- Weight. A percentage from 0 to 1,000.
A contact contributes their points multiplied by their weight. A weight of 200% doubles a contact's points. A weight of 50% halves them. A weight of 0% means that contact's activity adds nothing.
Every contact counts at 100% unless a weight matches them. When several weights match the same contact, the highest weight wins.
Rollup Method
The rollup method decides how the account's weighted contact points become one Engagement score.
| Rollup method | Engagement score | Use it when |
|---|---|---|
| Sum | Every contact's weighted points, added together | More engaged people at an account should mean a higher score |
| Average per engaged contact | The average of the engaged contacts' weighted points | You want depth of interest, not headcount, to drive the score |
| Highest single contact | The most-engaged contact's weighted points | One strong champion is the signal you care about |
| Top N contacts | The N most-engaged contacts' weighted points, added together (N from 1 to 100) | You want breadth across a buying committee without a huge account swamping a small one |
Sum is the default. Top N contacts suits many ABM programs because it rewards an account for engaging several people without letting a 5,000-person account win on volume alone.
Anonymous Visits
Much of an account's research happens before anyone fills out a form. When Paminga ties an anonymous (not yet identified) visitor to an account, Points per anonymous visit lets that visitor's visits count toward the account.
Set it to the number of points each anonymous visit adds to its account's Engagement score, from 0 to 1,000. Leave it at 0 to keep anonymous visits out.
Anonymous visit points are flat. Contact weights, the counted-contacts conditions, and the rollup method don't apply to them. They are added to the Engagement score after the rollup, and they leave the score when the visit leaves the window. The Account Score card shows them on their own Anonymous visitors line.
Nothing Counts Twice
An anonymous visitor can earn lead score points too. While Points per anonymous visit is above 0, a ruleset counts its anonymous contacts only through their visits, not through their lead score changes. Once a visitor identifies themselves, they're a known contact and their lead score activity counts as usual.
Changing the Setting
- Turning it on counts visits from that moment forward. Earlier visits are not counted.
- Changing one non-zero value to another applies to new visits only. Visits already counted keep their points until they leave the window.
- Setting it to 0 removes every anonymous visit point from every account right away.
Changing Engagement Settings
Changing the rollup method, Top N, the window, or your contact weights re-scores every account under the ruleset with the new settings. The re-score shows up in each account's score history as a settings change, and any threshold it crosses fires as usual.
