Engagement Scoring

Engagement scoring measures how actively a lead is interacting with your company. Website visits, email opens, content downloads, demo requests, webinar attendance, and direct outreach responses each contribute points. Engagement scoring is dynamic — it changes daily as the lead interacts (or stops interacting). A lead with a high fit score but zero engagement is a good match who is not interested right now. A lead with moderate fit but high engagement is actively exploring solutions.

1. Implicit Engagement Signals Actions the lead takes without directly communicating: website visits (especially pricing page), email opens, content downloads, social media follows. These are low-intent but high-volume signals. Individually weak, collectively meaningful. A lead who visited your pricing page three times in a week is researching, even if they have not filled out a form.
2. Explicit Engagement Signals Actions where the lead directly communicates intent: form submissions, demo requests, meeting acceptances, RFP responses. These are high-intent, low-volume signals. A single demo request is worth more than 50 pageviews because it represents a conscious decision to engage.
3. Engagement Decay Engagement scores must decay over time. A lead who downloaded a whitepaper 90 days ago and has not returned is not the same as a lead who downloaded one yesterday. Apply a half-life decay — engagement points lose 50% of their value every 30 days. This ensures the score reflects current interest, not historical curiosity.