Account-based engagement is the measurement and orchestration of every meaningful interaction between a target account and a B2B brand, rolled up to the company rather than the individual lead. It includes ad impressions, web visits, content downloads, email opens, calendar invites, sales outreach, and product usage when applicable. An engagement score expresses the rolled-up signal as a single number that revenue teams use to prioritize plays, trigger handoffs, and diagnose stalled accounts.
Engagement is captured per identified individual and resolved up to the company through identity-resolution rules. Each event carries a weight that reflects its predictive value, and the account's score is a time-decayed sum so recent activity counts more than dormant history. The engagement score glossary covers the schema; the account fit scoring glossary covers the related fit construct.
Mature programs combine engagement with account fit and intent data to produce a composite priority. Engagement alone surfaces interested accounts; combined with fit and intent, it surfaces accounts a rep should call today.
Engagement scoring is calibrated against historical pipeline and revenue. A score that does not separate winning accounts from losing ones in backtests is not yet useful, and the calibration step is what separates programs that act on engagement from programs that watch dashboards.
High-signal events typically include: pricing-page visits, product demo requests, repeated visits within a short window, multi-stakeholder activity, replies to outbound, and product usage spikes. Low-signal events such as newsletter opens or generic blog views earn small or zero weight in mature scoring models.
Intent describes external research behavior, often on third-party properties. Engagement describes interaction with the seller's owned and paid touches. Both feed the same priority decision but answer different questions.
Events with a defensible link to revenue: pricing-page visits, product demo views, response to outbound, multi-stakeholder activity. Low-signal events get small or zero weight.
Most teams use a 30 to 90 day half-life. Faster decay for high-velocity sales cycles, slower decay for enterprise ones with long evaluation windows.
Revenue operations or marketing operations owns the schema and weights. Sales leadership ratifies the threshold that triggers outreach.
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