This feature is available to all customers whose Terminus subscription includes ABM Scorecard. Please reach out to your Client Strategy Manager for any questions regarding your current plan.
For additional information on ABM Scorecard reporting and setup, check out these articles:
Customizable engagement allows Terminus users to configure the definition of an “engaged account” within ABM Scorecard. It leverages campaign responses from your connected CRM, Terminus-tracked anonymous website activities (Visitor ID or Engagement Spikes), and Bombora Intent Surges to identify “engaged” accounts, and measures how that engagement is correlated to pipeline and revenue for your company.
In this article you'll find:
- Understanding Account Engagement Signals
- Configuring Account Engagement
Understanding Account Engagement Signals
Why is account engagement important?
Traditionally, marketing and sales teams have been focused on the individual –– the lead. At the time, a form fill was the most reliable way to alert your sales team that someone was interested in your solution; but, now we know that’s a bit short sighted. According to Google, while 64% of the C-suite has final authority on purchases, 81% of non-senior staff has a say in the decision.
This is why it’s critical to build a 360-degree view of your accounts and understand account engagement by looking at the behavior from all stakeholders. With this approach, the focus turns to the entire buying committee’s known and anonymous engagement data. Aggregating engagement data from both known and anonymous sources will help you more accurately, and quickly, identify which accounts to prioritize.
To learn more about how to define meaningful account engagement within your company, check out this post.
How is an “engaged” account defined in Data Studio?
Customizable engagement in ABM Scorecard, (part of the Measurement Studio analytics suite), currently factors in both known and anonymous account signals. These signals include:
- Campaign responses: The event(s) when a lead or contact engaged with marketing campaigns, for example: attending a webinar, filling out a form, attending an event. By default a response in Data Studio is determined by the campaign member status in your CRM being marked with a "responded" status.
- Intent surges: Intent data arms your team with early intelligence that an account may be interested in a solution you sell, or topic relevant to your business. With this intelligence you can trigger marketing campaigns targeting these accounts with more personalized messaging before your competition even has them on their radar.
- Anonymous website activity:
- Engagement Spike: While intent is all about identifying interest and catching it early to help inform your sales and marketing teams’ strategies, an engagement spike demonstrates the ways in which accounts are currently interacting with your brand. Within Terminus, this is indicated by an account showing an increase in engagement on your website (versus their own baseline level of engagement) within a given time period.
- Web Visits: If you want a full, 360-degree view of your target accounts, you can’t just track known contacts in your database. It’s rarely the senior-level stakeholders who are downloading content and requesting product demos. But since they’re central to the decision-making process, you need to track unknown website visitors as well — the visitors who haven’t filled out a form and been cookied on your website in the past. You can do this using reverse IP lookup technology with Terminus’s account-based Visitor ID.
How can I get started with account engagement?
If you’re familiar with lead scoring, the concept of defining account engagement will be fairly similar. With an account-based approach, however, you’ll select “high-value” actions and assign numerical thresholds to those actions to determine when an account (vs. an individual lead or contact) is considered to be meaningfully engaged (or not), rather than dealing with an arbitrary number.
If you don’t have access to historical data on buyer intent or website activity, you can start off by defining engagement more simplistically. The Campaign Analytics and Opportunity Insights reports can be used to help determine which campaign types are generating the most responses in your target account audience, and which campaigns are influencing the most pipeline and revenue. Similarly, you could use data from your CRM and Marketing Automation platforms to help set initial engagement baselines for campaign influence and website activity.
As you collect more data within the Terminus platform, you can include more signals and adjust your engagement baselines accordingly.
Configuring Account Engagement
To access the engagement configuration interface in Data Studio, navigate to User Settings > Configuration > Account Engagement.
Within the General settings section, users can first select which types of engagement signals they’d like to include. They can also determine whether all selected signal types need to occur during the reporting cohort in order for an account to be considered “engaged,” or if any of the signals occurring can denote account engagement.
In the example above, an account would have to have a campaign response (from a designated campaign type) OR had anonymous web activity recorded during the reporting cohort for an account to be considered “engaged.”
In the Campaign Responses section, users can determine which types of campaign responses should be factored into account engagement.
Selectable Campaign Types will be determined during your Data Studio onboarding period. For Account Engagement configuration, users can choose to include responses from:
- All campaign types (known to Terminus Data Studio)
- Include some (only responses from selected campaign types will be included)
- Exclude some (all responses from campaign types should be included, with the exception of these campaign types)
Additionally, users can decide how many people from an account need to be influenced by these campaigns, and how many campaign responses each person needs to have, in order to be considered “engaged.” By default, users will need to have at least 1 person influenced, and 1 campaign response selected.
Lastly, users can decide over what rolling time period their campaign responses should be included.
In the example above, an account would be considered “engaged” 180 days from the date of the last recorded campaign response. The visual below explains this logic in further detail:
Anonymous Website Activity
Within the Anonymous Website Activity section, users have the option to include either Engagement Spike data, or page views tracked by Visitor ID, as part of their account engagement configuration.
For Engagement Spike, users can choose to include signals from one or multiple Spike Models.
For Page Views, users can choose how many page views from anonymous visitors at one account should be tracked in order to consider that account “engaged.”
For both Engagement Spike and Page Views, users can also decide over what rolling time period Spikes/Page Views should be included.
Lastly, users can choose to include Bombora Intent Surges as part of their account engagement configuration.
Users can choose to include surges from all selected topics, or to have surges from any of the selected topics count towards an “engaged” status.
How frequently can my account engagement configuration be changed?
- We recommend reevaluating your account engagement configuration at least once a quarter, so that you can have sufficient time to experiment with the settings and ensure that you are measuring the right signals that drive meaningful account engagement.
If I update my account engagement configuration, what will happen to my historical engagement data?
- We will retroactively update all of your historical account engagements based on your most recent configuration on both ABM Scorecard Overview and Trending.
Why am I not seeing any engaged accounts?
- If you are leveraging Terminus VID website activities or Bombora Intent Topic Surges, ensure that you have collected enough data over time to provide meaningful segmentation of your accounts. If you have not been a Terminus customer for over a month, we recommend starting off with only Campaign Responses.
How quickly are changes reflected within the configuration section of the Terminus Data Studio?
- Changes will not be reflected in real-time. An overnight data cycle must run for the changes to apply - typically within 24 hours.
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