Account Engagement Scores 

The Account Engagement Scores widget provides a score representing an account’s engagement level, based on the intensity of their interactions across various touchpoints and over time. This score helps assess the engagement levels, which can serve as a useful predictor of their buying stage. 
The scoring showcases value and business imp

act, revealing insights that drive strategic decisions, and allow for optimizing customer journeys and retention by tailoring outreach efforts according to engagement levels. 

The scores of engagement are as follows:
 
New - represents newly joined accounts 
Initial - indicates the number of accounts that have shown interest
Growing - represents accounts that actively engaged with boards
Active - reflects accounts that spent more time on the boards
Surging - indicates the highest level of users who are evaluating Folloze 

How do we calculate the Engagement Scoring? 

• A multi-dimensional model is used which categorizes accounts into 4 stages based on their behavior and interaction across the buyer journey
• Model is based on content views, time on boards, time on content, intent CTA and number of people 
• Recent activities get higher points than older ones to ensure relevancy
• The model is calculated once a day (last updated is available specifically for those charts)
• The model is calculated for ALL active accounts
• Filters other than date range do not affect the Engagement stages 

This chart displays a snapshot of all accounts and their stages. 
You can view the data by ‘Last Day’ to view a snapshot of the last day of the time period, based on the filters applied in the dashboard. 
Or, view the data by ‘Top’, which will show each account’s highest stage within the selected date range. In that case, new accounts and ones that lost interest will be included as well. 

• To download a CSV file presenting the list of accounts and their respective stages, click the download icon on the Account Engagement Scores widget. The CSV file includes a snapshot of the initial and last dates showing you the progress of an account.

   

Account Engagement Scores Over Time 

The Account Engagement Scores Over Time widget tracks the progress of accounts and allows you to understand the impact of your marketing efforts. By analyzing this data, you can determine how your actions as a marketer have contributed to this progress.  
In that chart you can see a comparable analysis of account progression within the time period. It shows a snapshot of the first day of the period and the last, and the progress and changes between those 2 dates. The analysis includes new accounts that joined during that period as well as disengaged accounts.  
The lines between the stages shows you how many accounts moved from one stage to another, while the % on the last date, shows the % of the change during that period. 

You can also view the chart by Cohort, which shows the changes in scores between the start date and the end date. For example, how many accounts changed from Surging to Growing. 

Leveraging Account Engagement Scores: Engagement and Revenue Widgets

The Engagement Lift and Potential Revenue widgets show the business impact of engagement by focusing on your most promising accounts—those marked as Active and Surging. Together, they build on engagement scoring to highlight how well your marketing drives interaction and estimate the revenue potential of those efforts.

Potential Revenue

The Potential Revenue widget bridges the gap between marketing activities and revenue forecasting. By applying your average deal size and close rate to accounts showing the highest engagement levels, you can quantify the potential revenue impact of your marketing efforts and communicate this value to stakeholders across your organization.

Key Components

• Deal Size: enter your average deal size. This value is saved at the user level, enabling each team member to work with deal sizes that reflect their specific territory, product line, or market segment. The default value is established by your organization administrator but can be customized based on your needs.
• Close Rate: enter your expected close rate percentage, which represents the likelihood of converting Active and Surging accounts into closed deals. This percentage is applied to the calculation to provide more realistic revenue projections. Like deal size, this value is saved at the user level for personalized calculations.
• Active and Surging Accounts: the number of accounts that meet your qualification criteria from the engagement scoring model. This number updates dynamically based on your dashboard's date parameters and cannot be manually adjusted, ensuring consistency and accuracy in your calculations. 
• Revenue Calculation combines your deal size, close rate, and the number of qualified Active and Surging accounts to project potential revenue impact. The revenue is generated by using the formula: Deal Size × Number of Active and Surging Accounts × Close Rate. This calculation provides a concrete number you can use in planning discussions, budget justifications, and performance reviews.

Your entered deal size and close rate are automatically saved at the user level, similar to how dashboard filters are stored. This means each user can maintain their own deal size and close rate values without affecting others' calculations. The system preserves your custom values even when organizational defaults are updated, ensuring continuity in your personal reporting and analysis.

Engagement Lift 

The Engagement Lift widget provides a clear view of how different types of engagement compare within your most promising accounts. Rather than focusing solely on clicks and form fills, this widget demonstrates that meaningful engagement extends beyond traditional conversion actions to include broader interactions that indicate genuine prospect interest.
The widget compares two distinct groups within your Active and Surging accounts to reveal engagement effectiveness:

• CTA (Call-to-Action) Accounts: Active and Surging accounts that have leads who clicked CTAs (such as form fills) within the defined timeframe. 
• Engagement Accounts: all Active and Surging accounts that meet your engagement criteria based on the end date defined in your dashboard. This broader group includes various types of meaningful interactions beyond just clicks and form fills.

Integrated Reporting

These widgets work most effectively when used together. The Engagement Lift widget identifies which marketing activities are driving meaningful interactions, while the Potential Revenue widget quantifies the revenue potential of those engaged accounts. This combination provides a complete picture of marketing performance that spans from activity metrics to revenue impact.

Best Practices for Data Interpretation

Both widgets rely on the same Active and Surging account criteria from the engagement scoring model, ensuring consistency across your analysis. Since the engagement scoring model is calculated once a day and considers recent activities more heavily, your widget data will reflect these same principles.
Consider your business cycle length when setting date ranges, and account for seasonal variations when analyzing trends over time. The most valuable insights often come from comparing performance across different time periods rather than focusing on single-point measurements.
Remember that these widgets provide estimates and projections based on current data and assumptions. Use them as guides for strategic decision-making while considering other factors that might influence actual outcomes, such as market conditions, competitive dynamics, and sales team capacity.