[GTM glossary](/glossary.md) Account engagement

ABM

# Account engagement

In short

Account engagement is the combined interaction of people at one company with your marketing and sales efforts. It rolls up activity from several contacts, such as visits, clicks, replies, event attendance, and meetings, into one view of the account.

It differs from lead engagement, which looks at one person. Account engagement asks whether the company is paying attention, and whether that attention spreads across roles. A single enthusiastic contact is a start; several people from different teams is a stronger sign of a buying group forming.

## What counts as engagement

* **Website:** Visits to pricing, product, and comparison pages.
* **Content:** Downloads, webinar attendance, and video views.
* **Email and social:** Opens, replies, and profile interactions.
* **Sales activity:** Calls answered and meetings held.
* **Product:** Sign-ups, trials, or usage, if you have a product-led motion.

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## How to read it

### Breadth

How many people are engaged, and from which functions? Three people across finance, operations, and IT say more than ten visits from one person.

### Depth

Pricing views and meeting acceptance usually mean more than a blog view.

### Recency

Activity from last week matters more than activity from last year. Give older actions less weight.

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## How to act on it

Engagement is only useful if someone acts. Set a rule such as: when three or more contacts at a target account engage within two weeks, the account owner contacts the most senior engaged person and refers to the content they viewed.

* **Low:** Keep the account in awareness programs.
* **Rising:** Add outreach and relevant content.
* **High:** Ask for a meeting and bring in more stakeholders.

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## Common mistakes

* **Counting bots and internal visits:** Filter these out before trusting the numbers.
* **Treating all actions equally:** A newsletter open is not a pricing page visit.
* **Ignoring fit:** A highly engaged poor-fit account is a time sink.
* **Reporting only totals:** Show who engaged and what they did so reps can act.

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## Account engagement FAQs

**What is account engagement?**

Account engagement is the combined interaction of people at one company with your brand, including site visits, content views, email replies, and meetings. It shows whether a target account is paying attention and how widely.

**How do you measure account engagement?**

Combine activity from all known contacts at an account and weigh it by breadth, depth, and recency. Count how many roles engaged, which actions they took, and how recently, then review by account rather than by lead.

**What is the difference between account engagement and lead engagement?**

Lead engagement tracks one person. Account engagement combines the activity of everyone at a company, which fits B2B buying better because purchases involve several people and a single contact rarely decides alone.

**How can sales use account engagement?**

Reps can use it to decide who to contact and when. For example, a rule can alert the account owner when several people at a target account engage in a short window, with details of what they viewed.

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## More related phrases

* [Account-based experience](/glossary/account-based-experience.md)
* [Marketing qualified account](/glossary/marketing-qualified-account.md)
* [ABM campaign](/glossary/abm-campaign.md)

## Similar phrases

* [Account engagement score](/glossary/account-engagement-score.md)  
An account engagement score is a number that summarizes how active a company is with your brand, adding up weighted actions from all its known contacts over time.
* [Account-based marketing (ABM)](/glossary/account-based-marketing.md)  
Account-based marketing (ABM) is a B2B strategy that focuses marketing and sales effort on a defined set of target accounts, with personalized campaigns instead of broad lead generation.
* [Buying group](/glossary/buying-group.md)  
A buying group is the set of people at a target account who research, influence, and decide on a purchase, and the unit that account-based marketing and sales teams aim to reach.
* [Account signals](/glossary/account-signals.md)  
Account signals are observable events and behaviors at a company level, such as hiring, funding, or site visits, that help GTM teams judge which accounts to prioritize and when.
* [Engagement signals](/glossary/engagement-signals.md)  
Engagement signals are actions people take with your content, emails, ads, and product, such as clicks, replies, and visits, that show how interested a lead or account is.