Accounts by Engagement Score

Transcript

The Account by Engagement Score report groups all of your accounts by their visible calculated Predictive Engagement Score, or PES. The score’s calculation takes into account a great number of factors like the recency of the visit, action taken during a session like a form submission, the volume of visits given all contacts that relate to the account, the age of the last page view, frequency of visits to the campaign, and whether the source of the visit has historically led to revenue and the likelihood it will lead to revenue again. PES drops if the account is stagnant because there is no lead or contact engagement with the online or offline efforts. The actual output is a simple letter grade assigned to each account between the values of A to D. In order to calculate the PES, Visible has to track several sales cycles. Once you’ve had Visible for a few sales cycles, you’re ready to examine the engagement level of each account. To do so, go to the Report tab, type in Visible in the folder search box, and then click on the Visible Account Based Marketing Reports folder. Once there, click on the Accounts by Engagement Score report. The report groups all your accounts by their PES score. All A accounts are evaluated together, all C accounts are grouped together, etc. The score can be found on the account layout page. Remember, the score is based on the account engagement across both leads and contacts associated with that opportunity. If you create the additional workflows that Visible recommends, you’ll have enough information to help you determine whether to nurture or to sell to an account. With the workflows, you can see the last PES, the date it changed, and when. This way, if you target a particular account, you can see the impact of that effort on the engagement score right away. Check out this lesson’s documentation on instructions on how to create the workflows.