Overview
Engagement scoring ranks companies based on their interaction with your brand across various channels. The scoring is dynamic, and reflects an account's current engagement with your marketing and sales efforts over the sales cycle.
This feature assigns a unique score to each company, allowing you to tailor your outreach and marketing campaigns on the accounts with the most potential.
Glossary
1. Engagement Window
This window keeps the scores up to date for each account. Set this window corresponding to the sales cycle in your organization.
Each day, the scores are refreshed to reflect the sum of the latest interactions that an account has had, across sources. At the same time, a decay factor is also applied, to ensure old activity has less influence in an account's engagement.
In the example below, the engagement window is set to 120 days. If an account has a score of 10 today and performs no activity matching engagement signals for the next 120 days, the score would reduce by a factor of (1/120) each day, and in 120 days the score for this account would become 0.
2. Engagement Category
Engagement is categorised as Hot, Warm, Cool and Ice on a percentile basis. This can be customized based on how you want to classify accounts. In the example below - The Top 10 percentile of the accounts with an engagement score are considered Hot.
3. Adding a New Engagement Signal
Scores are assigned to a company when it performs an event. Factors can compute a score for engagements across the following channels:.
Website Page visits, Website Button Clicks, Form Fills
HubSpot Form Submissions, Engagement Emails, Company/Deal/Contact Activity
Salesforce Campaign responses, Tasks, Account/Lead/Contact/Opportunity Activity
G2 Intent
LinkedIn Interaction
We can filters these events by account characteristics such as country, industry, employee range, and open opportunities.
Sample Engagement Scoring Signals
Website Engagement
Engagement Signal | Why It Matters |
Visited Product page | Indicates interest in product capabilities and features. |
Visited Pricing page | Strong buying intent often occurs before decision-making. |
Visited Demo page | Shows high interest in seeing the product in action. |
Visited Contact Us page | Suggests intent to initiate a direct conversation or inquiry. |
Visited Privacy Policy or Terms and Conditions page | Signals vendor due diligence, often by legal/compliance teams. |
Spent significant active time on site during a session (>=15seconds) | Indicates meaningful engagement and interest beyond a casual browse. |
Ads Engagement
Engagement Signal | Why It Matters |
Clicked on a LinkedIn Ad | Reflects active interest in your brand message or offer. |
Visited website from Paid Search | Actively looking for a solution and found your offering relevant enough to click. |
Visited website from Paid Search through specific keywords (branded keyword) | Indicates strong brand awareness and intentional research. |
Campaign & CRM Engagement
Engagement Signal | Why It Matters |
Responded to a Salesforce campaign | Confirms direct interest in a specific marketing initiative. |
Interacted with a Salesforce campaign asset (email open/click) | Suggests engagement with marketing efforts, even if no direct action taken. |
Attended a campaign-driven event (webinar, roundtable) | High-value engagement involving active learning or buying research. |
Demo Meeting Completed | Shows that a lead is likely to become sales qualified |
Sales Call Completed | Capture sales efforts and the importance of a company |
Response to Emails | To capture active conversations with a lead |
Form Engagement
Engagement Signal | Why It Matters |
Submitted a demo request form | Strong signal of sales readiness and evaluation intent. |
Filled out a content download form (whitepaper, eBook) | Mid-funnel intent; shows information gathering behavior. |
Signed up via a newsletter subscription form | Indicates general interest and willingness to stay engaged. |
G2 Engagement
Engagement Signal | Why It Matters |
Any G2 Activity | Conveys that an account is in the evaluation stage |
G2 Alternatives | To track competitor comparisons |
ICP Attributes for Website Activity: helps prioritize and assign
target accounts into ABM Tiers.
Firmographic Attributes | Why It Matters |
Employee Count | To differentiate Mid-market or Enterprise opportunities |
Company Country | To prioritise bigger ACV markets and to categorise Tier 1 accounts |
Usecases
Prioritizing High-Intent Accounts
Identify accounts showing strong behavioural interest, like visiting pricing pages, downloading content, or engaging with ads, so you can focus on those most likely to convert.
2. Aligning Marketing and Sales Activities
A unified system ensures sales and marketing teams use consistent scoring logics to reduce misalignment.
With account scoring being data-driven, it improves account prioritization.
3. Segmentation and Campaign Targeting
Create dynamic account lists using firmographics (e.g., countries, industry) and engagement levels (e.g., Hot, Warm), then sync these segments to ad platforms - LinkedIn Audiences and Google Retargeting, or marketing automation systems for tailored outreach using tools like Smartleads or HeyReach.
By aligning accounts with the right stage in your pipeline, you can improve the efficiency and influence of marketing campaigns.
4. Alerts & Real-Time Notifications
When an account enters the HOT level and has a high intent score, Factors.ai can automatically alert the sales team via Slack or Microsoft Teams and add the account to HubSpot/ Salesforce, ensuring timely action on potential opportunities.
5. Workflow Triggers via Webhooks
ICP companies with Cool / Low engagement should be pushed into an Email Automation or LinkedIn outreach program without manual intervention. This will help warm up the company and increase engagement.
6. Ad & Campaign Activation
High-scoring accounts can be automatically added to remarketing or nurture audiences on LinkedIn or Google Ads, enabling tailored creative and messaging based on account activity.