Engagement Minutes Maximizing the Value of Your · 2020-04-20 · Best Practices for Assigning...

Copyright ©2020, Engagio Inc. 1

Maximizing the Value of YourEngagement Minutes

Copyright ©2020, Engagio Inc.

Maximizing the Value of YourEngagement Minutes

Tom KeefeHead of Marketing Ops

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• What are Engagement Minutes?

• Engagement Minutes and Lead Scoring

• Best Practices for Setting Up Engagement Minutes

• Refreshing Engagement Minute Assignments

• Custom Tracking of Engagement Minutes

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Maximizing Your Engagement Minutes

Agenda

Legend:

EngMins = Engagement Minutes


What are Engagement Minutes

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• Engagement Minutes track how People and Accounts engage with your content and

company via Marketing Channels, Sales Communications, Web Visits, etc

• Engagement Minutes are a proxy for the time spent for each interaction or activity

• Minutes are assigned to actions taken by people and are aggregated at the Account

level

• High Engagement correlates to High Interest – Before a customer pays you money,

they pay you attention

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What are Engagement Minutes?


Engagement is the foundation of Engagio’s Platform and it’s how we track interactions across

the Buying Committee. Engagement Minutes are built from activities which are classified into

three categories:


Marketing

● Program Activity● Form Submissions● Email Opens and Clicks● Known and Anonymous Web Activity

Intent

● Surges of intent for topics of your choice

Sales

● In/Outbound Emails● Meetings● Phone Calls● SFDC Events and Tasks


Engagement Minutes are used for:

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Visibility and Insights

• Account Activity charts in Engagio and SFDC

• Create Account Journey Stages based on Account

Engagement (Ex - MQA)

• View Heatmaps of Engagement Minutes for People and

Accounts

• Daily Email Alerts to your Revenue Team showing People

and Accounts with high levels of engagement

• Build Quick Cards based on Engagement Minute criteria

• Customize the tracking of People/Account Engagement;

Mktg, Sales, Intent, Mktg Programs, Website, etc

Campaign Execution

• Build lists and filters by using Engagement Minute criteria

• Orchestrate multi-channel plays triggered from

Engagement thresholds

• Activate Audiences for advertising with Engagement from

People/Accounts

• Track Number of Engaged People within an Account



Build an Account Stage of MQA based on the

level of Engagement from Key Personas within

an Account

Heatmaps allow you to view Engagement

across any two data points from People or

Accounts


Engagement Minutes&

Lead Scoring

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• Aggregates scores from activities on the Person record

• Traditionally only focuses on Marketing Activity and Person Demographics

• To track different types of scores you would need multiple flow steps to set each score

• Requires lots of effort to score activities based on people, account or program data points

• Most organizations have decaying rules, if no activity in a time period, decrease score

• Unable to score Intent Surges since that is Account level data and not based on a person

• Unable to update retroactively if you change your model

• Unable to aggregate Lead Score to Account Score for Matched Leads, only Contacts

• No visualizations of Lead Score changes over time

• No ability to easily pull all the activities which have been scored for a person or account

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Engagement Minutes & Lead Scoring

Lead Scoring


• Aggregate activity across each individual (using Matched Leads and Contacts) and view scores

from certain time periods on both the Person and Account level

• Easily track different activity types (Marketing, Sales, Intent, etc.) without needing to take

additional steps.

• Weigh all activity scores differently based on People and Account data with one setting

• No need to decay activity scores since we can look at score changes historically

• Engagement Minutes always retroactively update for any changes made to the model

• Visualize engagement from People or Accounts in Engagio or SFDC

• Easier for Sales to comprehend vs Lead Scoring

• Easily pull all scored activities for a Person or Account

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Engagement Minutes

Engagement Minutes vs Lead Scoring Scenario:

1. Score a person who attended a tradeshow2. Assign 50% more points if person fits ICP

Persona

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Lead Scoring ExampleSetup in MAP:

1. Create Scoring Tokens (see image) or input score assignments in Flow Step

a. ICP Token must be 50% higher than others

2. Build Smart Campaign to trigger from Program Status change

3. Use multiple If Choices to assign persona based scoring

Restrictions:

• Can only use one data point for segmented scoring unless building multiple

campaigns

• Scoring by persona flow logic must be in every Scoring Campaign Flow

• “Black Box” of scoring, no visibility to members of the Revenue Team

• Sales can only see Lead Scoring changes in Marketo Sales Insights

• All restrictions for scoring must be set in the trigger criteria and repeated for

every Scoring Campaign (Ex - Do not Score People with DQ status)


Setup in Engagio:

• Assign Engagement Minutes to Tradeshow Activities with Attended Status

• Assign 50% Weighting to ICP Persona (Department Segment)

Benefits

• All Engagement Minutes assignments are on one screen, no need for multiple

campaigns/triggers

• Weighting applies to all activities and selected on one screen

• Able to combine People and Account criteria for weighting

• All Engagio Users can access the EngMins and Weighting screens

• Engagement Minutes Visualizations for People and Accounts in Engagio and SFDC

• Easily restrict engagement from being assigned by using a 0%14


Engagement Minute Example

Engagement Minutes vs Lead Scoring Example:

Account Activity Overview

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Marketo Sales Insights

• Must manually create campaigns to create all desired Interesting Moments

• Only pulls in Activity from Contacts within the Account

• No indication of Most Engaged People, simply a list of activities sorted in chronological order

• No representation of Account Engagement over time

• Sales relies on Interesting Moment being created for all activities they wish to see

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Account Activity with Lead Scoring


Engagio in SFDC

• Powered by EngMin Assignment, no extra work to provide Account level Activity Insights

• Customizable trend chart showing all Account Activity over time, includes Contacts and Matched Leads

• Shows most recently engaged people, with their most recent activities

• Customizable list of all activities within the Account shown in chronological order

• Add Filters from Engagio to Account Trend Charts and Activities List

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Account Activity with Engagement Minutes


Best Practices for Setting Up Engagement Minutes

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Don’t worry you’re not starting from scratch!

• Utilize your current Lead Scoring architecture

• Quick win: use Weighting to increase Engagement Minutes for People who fits your ICP criteria

Cross-Functional Exercise

• Transparency builds trust, involve Sales and hear their input on what activities they value

• The entire Revenue Team should agree on time periods for viewing Engagement (1 week, 3 months, 1 year, etc)

• Should certain People or Account characteristics be valued higher than others?

Setting Up Engagement Minutes

Snowflake shares intelligence across the entire revenue team for a common perspective on how an account is performing. This helped the team warm up new territories when the revenue team identifies trending engagement. By accelerating ramp-up of new sales hires and new territories, Snowflake successfully expanded their global sales team by 4X with fast and efficient ramp periods.

Today, with visibility on current engagement levels and account progression, Snowflake’s target accounts are demonstrating more than 15 engaged people across the business.

---Engagio Case Study, Snowflake Computing


Audit each of the three engagement categories to ensure you aren’t missing any activities

Marketing:

• “Do I know all my Marketing Programs? Are they all connected to SFDC Campaigns?”

– You choose between MAP Programs or SFDC Campaigns to track marketing program activity

– Program/Campaign name will be used to describe the activity, ensure you have a naming convention Sales, CS and Marketing can

comprehend

• “Do all my programs/campaigns have the correct channel/type associated?”

– EngMins can be assigned holistically to a channel, ensure all programs/campaigns are assigned the correct channel/type

• “Can I simplify my program/campaign statuses?”

– Overtime sometimes statuses can become cluttered

– Ex - Submitted Form vs Filled Out Form, standardize statuses to ensure ease of use

• “Do I know all the important web pages I want to score?”

– Not every web page needs to be assigned minutes, find high value pages to score specifically




Sales

• “How do I currently track In/Outbound Sales Emails?”

– If you wish to assign engagement to in/outbound emails understanding how and where they are logged is the first step

– Usually we seen this done on the person’s SFDC Activity record and that SFDC is used for assigning EngMins

– Typically tools such as Outreach/Salesloft will mark the SFDC Activity Subject with [Inbound] or [Outbound]

• “How do we currently track Meetings?”

– If you wish to score Meetings set up by your SDR Team, determine how and where they are tracked

– Two common tracking mechanisms are SFDC Events/Tasks and each can be used for assigning EngMins

• “How do we currently track calls? Are there specific dispositions?”

– If you wish to assign EngMins to phone calls, determine how and where they are tracked

– You may only want to assign EngMins to phone calls with positive dispositions

• “Do I want to track actual time spent on calendar meetings?”

– Engagio track the actual meeting time for prospects via your Sales Rep’s calendar events




Internet:

• “How do I currently track Account Intent?”

– Understand where you obtain your Intent data; Bombora, G2, TechTarget, etc

• “Do I have my Intent Terms separated into categories?”

– Recommend creating buckets of Intent Terms; Tier 1, Tier 2, Competitive, Product A, Product B, etc using Segments

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Before we assign any Engagement Minutes we need to classify all our different Activity Types:

• In Segments, open the Sales Engagement vs Marketing Engagement segment and classify activities:

– Marketing

• Program/Campaign Responses, Known/Anon Web Visits, Form Submits, Click Email, Click Link,

Open Email

– Sales

• Tasks, Events, Meeting Attendance, Inbound Email, Open Sales Email, Click Sales Email

– Intent

• Intent Surges




1.)

2.)

3.)

Use Segments to classify Engagement Categories



Use Engagio to view Engagement

across groups of Accounts

In SFDC easily see Engagement over time

for each Account


Setup Engagement Minutes for

Marketing Activities

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Best Practices for Assigning Engagement Minutes to Marketing Programs

• Assign Engagement based on MAP Programs or SFDC Campaigns

• Only use Filled Out Form for scoring if you have forms which are NOT connected to a

Program/Campaign – avoid double counting!

• Utilize your current Lead Scoring model to easily see high value marketing program activities

and translate their score into Engagement Minutes

– Demo Request is your highest Lead Score activity of 65pts

– Demo Request should be one of your highest Engagement Minute assignments

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Engagement Minutes & Marketing Activities


Assigning Engagement Minutes to Marketing Programs

• Each Marketing Program has a specific action to be taken (Watch webinar, view ebook, etc)

• Actions are tracked with the Program/Campaign status

List out each Status for every Channel/Program

• Start assigning Engagement Minutes for each status based on the estimated time it takes to complete the

action

• 3rd Party Activities such as Content Syndication should be assigned less than their organic counterparts

such as website content downloads

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Channel Program Success/Responded Status Estimated Time Spent

Tradeshow EvT-2020-Tradeshow-Name Low Engagement 10 minutes

Tradeshow EvT-2020-Tradeshow-Name High Engagement 45 minutes

Content Syndication CS-2020-Content-Vendor- Viewed Content 5 minutes


Assigning Engagement Minutes to Marketing Programs

• Assign EngMins to any success/responded statuses within Program/Channel

– Any person with a success/responded status for Event - Tradeshow type programs will receive 45 Engagement

Minutes

• Assign EngMins to specific Program/Campaign statuses within a channel

– Any person with a specific status within an Event - Tradeshow type Program/Campaign will receive specific

EngMins correlated to the person’s program/campaign status

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Website Activity

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Best Practice for assigning Engagement Minutes to Website Activity

• Assign minutes to high value or specific pages for both Known and Anonymous Views

• Score Known Visits higher than Anonymous Visits

• Be careful with Does Not Contain logic, it will score every visit that does not contain the criteria

listed

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Engagement Minutes & Web Activity



Email Activity

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Best Practices for assigning Engagement Minutes to Marketing Email Opens and

Clicks

• List all the header/footer links of your email such as the Unsubscribe link, social links, etc

• Use Does Not Contain logic to filter out clicks from the above links

• Assign a low level of Engagement Minutes, open/clicking emails are simple quick actions

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Engagement Minutes & Email Activity


Best Practices for assigning Engagement Minutes to Sales Emails

• Do not assign Engagement Minutes to Outbound emails or score very minimally – no actual engagement

• Assign Engagement Minutes to Inbound Emails

• Determine if you track Inbound Emails with SFDC Activities

– If you do, you can assign Engagement to the Inbound Activity

– If not, you can use the Inbound Email activity which is based off the connection to your email provider

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Engagement Minutes & Email Activity



Sales Activities

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Best Practices for assigning Engagement Minutes to Sales Activities (Calls and

Meetings)

• Sales Activities captures all SFDC Activities by Type (Events and Tasks) and you can reference Activity Subject Line text

for specific criteria

• Ensure your calls are being tracked with SFDC Activities and tagged for positive dispositions, do not want to assign

Engagement to outbound calls with no positive outcome

• Track the actual time spent in Meetings with Sales, enabled by connecting your email provider to Engagio

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Engagement Minutes & Sales Activities



Intent Surges

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● Categorize all your Intent Terms into buckets; Tier 1,

Tier 2, Competitive

● Use minimal levels of EngMins, this is not a direct

interaction with your organization

● Competitive Term Surge should be assigned the

most Engagement, if prospects or customers are

surging on your competitors, chances are they will be

interested in what your organization offers as well

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Engagement Minutes & Intent

Best Practices for assigning Engagement Minutes to Intent Surges


RefreshingEngagement Minutes

Assignments

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• Utilize Deal Story or Account Engagement views to

see all of the touches that led up to a signing a new

customer

• Find common activities across new deals

– Are some activities scored higher than others

but not seen across newly won customers?

– Are there activities assigned high engagement

which are not as common as previously

suspected?

• Missing Activities?

– Pull a list of Activities with 0 EngMins assigned,

are there any that should be scored?

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Refreshing Your Engagement Minutes

How to update Engagement Minutes based on results


Create Custom SFDC Fieldsto Track Engagement

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Engagio allows you to creates custom fields for SFDC Accounts or People showing Total

Engagement Minutes for certain time periods for specific types of Engagement Activities

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Custom Fields for Engagement Minutes


[email protected]

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Engagement Minutes Maximizing the Value of Your · 2020-04-20 · Best Practices for Assigning...

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