[GTM glossary](/glossary.md) Account engagement score ABM # Account engagement score In short An account engagement score is a numeric value assigned to a company based on how much and how recently its people interact with your marketing and sales. Each action earns points, points are combined across contacts, and older actions count for less. It turns the broader idea of account engagement into a number you can rank and trigger on. It is different from an account fit score, which measures how closely a company matches your ideal customer profile and does not change with activity. ## How to build one ### 1. List the actions Write down the actions you can track: page visits, content downloads, email replies, event attendance, meeting accepted, trial start. ### 2. Assign weights Give higher points to actions that sit closer to buying. Say a pricing page visit earns 10 points, a blog view 1, and a booked meeting 30. These are example values; tune them to your own data. ### 3. Add breadth Add a bonus when actions come from several people or several roles at the same account. ### 4. Add decay Reduce points over time, for example by halving them after 30 days, so the score reflects current interest. ### 5. Set thresholds Define levels such as cold, warming, and hot, and attach a defined action to each level. --- ## Example Say two accounts each score 40 points. Account A got them from one person reading five blog posts. Account B got them from a director viewing pricing, a manager attending a webinar, and an engineer starting a trial. A simple total looks equal, but a breadth bonus would put B ahead, which matches reality better. --- ## Pair it with fit Engagement alone can mislead. A student group or a small company that does not match your target market may score high and never buy. Combine engagement with fit in a grid: high fit and high engagement go to sales now; high fit and low engagement go to nurture; low fit is deprioritized however active. --- ## Validating the score Look back at closed-won and closed-lost accounts. Did the winners have higher scores before the opportunity opened? If not, adjust the weights. Review the model every quarter. --- ## Common mistakes * **No decay:** Old activity inflates scores. * **Equal weights:** Reading a blog is not the same as asking for pricing. * **Too many rules:** A model nobody can explain will not be trusted by reps. --- ## Account engagement score FAQs **What is an account engagement score?** An account engagement score is a number that reflects how active a company is with your brand. It adds weighted actions from all known contacts at the account, with recent and buying-related actions counting for more. **How do you calculate an account engagement score?** List trackable actions, give each a point value based on how close it is to buying, sum points across all contacts at the account, add a bonus for breadth across roles, and reduce older points over time with a decay rule. **What is the difference between an account engagement score and an account fit score?** A fit score measures how well a company matches your ideal customer profile and stays mostly stable. An engagement score measures activity and changes frequently. Using both together shows which good-fit accounts are also showing interest. **What is a good account engagement score?** There is no universal number, because scoring scales are set by each team. Define thresholds by comparing past won and lost accounts, then label levels such as cold, warming, and hot and attach an action to each. Share term --- ## More related phrases * [Marketing qualified account](/glossary/marketing-qualified-account.md) * [Account-based marketing](/glossary/account-based-marketing.md) * [Customer health score](/glossary/customer-health-score.md) ## Similar phrases * [Account engagement](/glossary/account-engagement.md) Account engagement is the level of interaction a company shows with your brand across all of its people, such as site visits, content views, email replies, and meetings. * [Account scoring](/glossary/account-scoring.md) Account scoring assigns a numeric value to each company based on fit and engagement criteria, so teams can compare accounts consistently and decide where to focus sales and marketing effort. * [Fit score](/glossary/fit-score.md) A fit score is a number that rates how closely a company or contact matches your target customer, using static traits such as industry, size, and tech stack. * [Fit and intent matrix](/glossary/fit-and-intent-matrix.md) A fit and intent matrix plots accounts by how well they match your ICP and how actively they are showing buying signals, to decide the right next action. * [Lead scoring](/glossary/lead-scoring.md) Lead scoring is a method of ranking leads with points for fit and behavior, so sales can focus first on the people most likely to become customers.