What is an Engagement Score?An engagement score is a numerical representation of how actively and recently a prospect or customer has been interacting with your brand across all digital touchpoints. It aggregates weighted signals: website page views (weighted by page type: pricing page visit worth 30 points vs. blog view worth 5 points), email
What is an Engagement Score?
An engagement score is a numerical representation of how actively and recently a prospect or customer has been interacting with your brand across all digital touchpoints. It aggregates weighted signals: website page views (weighted by page type: pricing page visit worth 30 points vs. blog view worth 5 points), email opens and clicks, content downloads, webinar attendance, ad clicks, product trial activity, and social media interactions. Higher engagement scores indicate more active interest and research behavior, signaling that the prospect is in an active evaluation phase warranting timely outreach.
Engagement Score Decay
Engagement scores should include a time decay component: engagement signals are most relevant when recent and become less predictive of near-term purchase intent as time passes. A pricing page visit yesterday is a stronger intent signal than a pricing page visit 3 months ago. Common decay models: linear decay (engagement points reduce by a fixed percentage each week), exponential decay (each week reduces the score by a larger multiplier, creating faster decay for older signals), and event-based decay (score resets or reduces significantly if the prospect has not engaged at all for 30-60 days).
Frequently Asked Questions
How should engagement scores be used in sales and marketing workflows?
Engagement score activation workflows: (1) Score above MQL threshold: route to SDR for qualification outreach within 24 hours. (2) Score spike for existing prospect: notify assigned SDR of renewed interest, prompt follow-up if relationship has gone cold. (3) Score spike for target account contact: trigger account-level engagement notification to SDR and activate account-based advertising sequence. (4) Score decay for MQL below threshold: return to marketing nurture queue. (5) Customer engagement score below health threshold: trigger CS alert for proactive account check-in. Integrate engagement score updates with CRM notifications and marketing automation triggers for real-time workflow activation.
What is the difference between individual and account-level engagement scores?
Individual engagement scores (contact-level) track one specific person interactions: useful for MQL designation, persona-specific messaging triggers, and sales conversation prioritization for a specific contact. Account engagement scores aggregate all known individual scores from the same company: useful for MQA designation, ABM account prioritization, and understanding buying committee-level research activity. Most modern marketing automation and ABM platforms calculate both. HubSpot, Marketo, 6sense, and Demandbase provide account-level aggregation on top of contact-level engagement scoring.