Since tracking engagement is the foundation of your ABM program, periodically evaluating and refining your engagement minute strategy is important to keep your ABM program running smoothly. In this presentation, you’ll learn how to assess and advance your engagement tracking by asking questions such as: - How to assess your engagement strategy? - When should you make changes to engagement minutes and tracking? - How do you take advantage of customizing engagement tracking beyond just sales and marketing? Join Engagio’s Senior Customer Enablement Manager, Doug McDaniel as he shares best practices that will take your engagement scoring strategy to the next level.

1. Still kind of
Summer ‘18
Customer Webinar

2. Copyright ©2018 Engagio
The Crew
Doug McDaniel
Sr. Customer Enablement Manager
Chandra Patel
Head of Product Marketing

3. Copyright ©2018 Engagio
Say goodbye to Engagio’s Old UI!
New Feature - Quick Cards in Beta!
It’s Friday!

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Agenda
Engagement Minutes
What are engagement minutes?
How should we think about engagement minutes?
What activities can earn engagement?
Action!
Analyze your scores
Implement Changes
SFDC Custom Fields

5. Copyright ©2018 Engagio
Engagement Minutes Introduction
An engagement minute is the value dedicated to an interaction
between an account and your company.
Engagement describes something fundamental about the
customer’s connection to your brand: Higher degrees of
engagement mean a deeper commitment. More time, emotion,
investment.
In short: engagement matters.
Disclaimer: Engagement minutes are not actual minutes of engagement

6. Copyright ©2018 Engagio
Default Scoring Model-
Out of the box, Engagio applies ‘default’ scores to your engagement activities. For most
customers this model is too simplistic.
Basic activities = 1 minute
Moderate activities = 5 minutes
Considerable time investments or in-person events = 10 minutes
WHY should we customize?
1. Focusing on key value drivers can increase collaboration with sales
2. Every business IS a beautiful and unique snowflake
3. Highlighting the wrong activities drives the wrong behaviors
Engagement Minutes Introduction

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How should we think about it?
You can get
with
THIS
You can get
with
THAT
OR

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Different Schools of Thought

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● Engagement
Minutes used as a
count of activities
● Everything earns 1
minute of
engagement
● We leave Engagio
defaults, except
some minor
customizations
● Common
interactions are 1
minute
● Intent is captured by
high-value scores
● Some weights
applied for ICPs
● Allows bias to
influence, but limited
● We consistently
analyze and refine
our Personas/ICPs
● Our Marketing
Automation Lead
Scoring is
understood
● Weights for
techno/firmographic
influences
Very Simple Approach
Hybrid Approach
(Most Common)
Complex Approach

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What Earns ‘Minutes’?
● SFDC Activities
● SFDC Campaigns
● Has Responded
Campaign
Member Status
● Known Web Visits
● Anonymous Visitors
● Tracked through
3rd party reverse IP
lookup
● Rep’s Emails
● Gmail/Outlook
● Rep’s Calendars
● Programs/Campaigns
● Form Fills
● Marketing Email
* If you can get it into
Salesforce, we can probably
score it

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Did we do it right?
Proactive Approach (Analytical)
1. Create SFDC Report of Opened Opps This
Year
2. Upload to Engagio
○ Engagement Table
3. Export activities to Excel
4. Create Pivot Table to understand
engagement
○ What activities are most common
○ Which activities contribute to higher
scores?
Video Guide
Lagging Indicators
1. Opps created with higher engagement
scores
2. Sales feedback on quality
3. *Analytical* Engagement > Awareness
○ Raise the bar:
■ 0 minutes
■ 25 minutes
■ 50 minutes
■ 100 minutes
○ Change time frame and account
lists
4. Sales reps hugging you

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Now That We’ve Crawled...
Activity Categorization
● Allows teams to ‘bucket’ engagement
● Engagio default is sales vs. marketing engagement
○ Default filter for all new users
● Can be used for filters in-app (and SFDC)
● Can be used for SFDC Custom Fields
● Use Cases: By Product, By Team, Web vs. In-person

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Salesforce Custom Fields
“I only want to track engagement with marketing content from VPs in my A
list accounts where the employee count is over 5000 starting February
10th last year”
1. Why
2. Okay, let me show you how.
Document for reference
Steps to Completion
1. Create the field on the object desired in SFDC (lead, contact, account) as either a number
or date.
2. Engagio > Admin > SFDC Custom Fields > Refresh Fields > Create New
3. Enter your criteria
4. Let the data sync overnight

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Salesforce Custom Fields
Document for reference

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Salesforce Custom Fields
Document for reference
Other Popular Use Cases:
1. Marketing Engagement Minutes (L,C,A)
a. Sales finds engagement confusing - let’s strip out their calls, emails, meetings
b. 1 day, 7 days, 14 days, 30 days, this quarter
2. Product Engagement Minutes (A)
a. Which of our products is this account spending more time investigating?
b. 3 months, 6 months
3. Sales Touches (L,C,A)
a. Is my sales team actually reaching out to engaged people?
b. 7 days, 14 days, 3 months
4. Persona Based Engagement (A)
a. Is our ideal customer profile at the account engaged with us?
b. Name your timeframe

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Okay, Now What?
Engagio Office
Hours
Wednesdays at 2 PM
EST/ 11 AM PST
Link to Register
Treasure Data
Webinar
Wednesday, 8/29
Link to Register
Engagement
Review your scoring!
Adjust
Analyze
Write to SFDC!

17. Q&A