Signing In to CaliberMind
New to CaliberMind - Start Here!
How to use Dashboards
Digital Marketing Terminology
Connectors / Integrations
Adding Your First Connector
How To Connect AdRoll / RollWorks
How To Connect Google Analytics
How To Connect HubSpot
How To Connect LinkedIn Ads
How To Connect Marketo
Overview of Connectors
ZoomInfo / DiscoverOrg
CaliberMind IP Addresses for Whitelisting
Setting Up the LinkedIn Push Connector
Connecting Tableau to CaliberMind
Ingesting CaliberMind Data Into Snowflake
Klaviyo connector [Via Fivetran]
Segment Connector [via FiveTran]
Pushing Caliber Mind Person Engagement Data to Salesforce
SFTP Connector - Updated 2021
Connecting Your Data Warehouse to CaliberMind
Salesforce Connector [via FiveTran]
Connector Health and Web Tracker Health reports
How to Connect Facebook Ads
Connecting G2, Bombora, or 6sense
How To Connect Outreach
CaliberMind Connectors - Start Here!
Power BI/ Tableau/ Looker Connectors Article
Google Ads Connector (via FiveTran)
Pardot Connector [via FiveTran]
Connections - Email Notifications
CaliberMind Data Access FAQs
Twitter API Connector via Fivetran
Microsoft Bing Connector
How To Connect Microsoft Dynamics
Bing/Microsoft Ad's Connector
Connectors Status Page
CaliberMind Entity Relations and System Tables
Developer Guide - Start Here!
Logging Into Google BigQuery
CaliberMind Common Data Sources
CaliberMind Identity Levels
What are Lists?
Importing a List
Account List Upload File Requirements
Keyboard Shortcuts using SQL
Creating an Account List From a Campaign
How to create a list of all Opportunities that have a very low Engagement
People List Upload File Requirements
Campaign List Upload File Requirements
Use Case Videos - Creating a List Using the List Builder
Creating a List Using the List Builder - Step-by-Step Instructions
Creating Company Lists using SQL
List Builder - Start Here!
Creating Company Lists in List Builder
Where is my Segments Menu?
Downloading a List - Step-by-Step Instructions
Object Mapping Filters
How to Map Your Salesforce Opportunity Revenue Field
Object Mapping: Create a Filter
Object Mapping: Create a Mapping
Custom Configuration for Object Mapping
Object Mapping: Create a Replacement
Standard Channel Logic
Channel Ranking Logic
UTM Parameters Formatting and Best Practices
Object Mapping for Filters - Start Here!
Object Mapping: Create a Campaign Substitution
Web Tracker Installation & Settings
Installing AnalyticsJS (CaliberMind snippet)
Two ways to identify prospects that submit a form containing email address using AnalyticsJS
Install AnalyticsJS on a HubSpot website
Using AnalyticsJS Identify on embedded Hubspot forms
Using AnalyticsJS Identify on embedded Marketo forms
Types of Analytics.js Calls
Using Analytics.js to Track Web and Product Events
Web Tracker and Installation Settings - Start Here!
How Cookie Settings Affect the Analytics.JS Tracking Script
Google Tag Manager (GTM) Ad Blockers
Using AnalyticsJS with Drift
How to check your AnalyticsJS implementation
Flows Status Page
How to use QuickFlows
Merge records in Salesforce CRM
Add a Quick-Flow to Salesforce Campaign
Using ClearBit Flows
Linking CaliberMind Attribution Data to Salesforce
CaliberMind's Most Popular Flows | Automations
ZoomInfo - Add-to/Enrich your database
Program Logic for Campaigns
Custom Programs for Campaigns
Campaigns - Start Here!
User Administration & SSO
Single Sign On (SSO) Setup
Manage Users - Viewing, Inviting, Updating Users and Roles
Administration and SSO - Start Here!
User Authentication and Provisioning
Insights - Create Multiple Engagement Score Models
How to Change Event Touch Scores
Sales Opportunity Data Model
Engagement Scoring Time Decay - How It Works & How to Change It
Engagement Scoring Models Overview
How to Add or Change Engagement Score Multipliers
Add or Change Engagement Score Filters
Identify users using Intercom Messenger
ABM Best Practices
Using Engagement Score to Trigger an Update in Salesforce
Account-to-Lead (A2L) Matching
Lead-to-Account Matching (L2A)
Pushing CaliberMind ABM Scoring Fields to Salesforce.com
Linking to CaliberMind Reports in Salesforce
Attribution Models: W-Shaped
Attribution Models: Middle
Chain-Based Attribution Model
Removal effect with a Markov chain model
Attribution Reports Summary
Attribution - CaliberMind versus Embedded Attribution in Salesforce?
Virtual Campaigns in CaliberMind
The A-Shaped Model
Campaign Types - Best Practices for Easy-to-Read Attribution
Best Practices for Tracking Return-on-Ad-Spend (ROAS)
CaliberMind Analytics Concepts
Overview of Analytics and Attribution
Filters and Hyperlinks
Using the Engagement Trending Report
Using Tags to Organize Your Lists
Attribution Overview - Campaign Performance Table
Using Campaign Lists in Dashboards
Using Account Lists in Dashboards
CaliberMind Metrics Definition
Return on Ad Spend
Product Attribution Dashboard
Attribution Models: First-Touch
Self-Hosting CaliberMind AnalyticsJS
Tutorials and Use Cases
Using 'Search' Functionality
Customizing Report Visibility (Show/Hide)
How to Manage Your Offsite Events Using CaliberMind
How can I manage my BDR/SDR team activities with CaliberMind?
Combining Engagement Score with Attribution
Enabling the Sales Teams to see the Entire Buyers Journey
Searching for a specific account to view their Activity
How can I Identify High Risk Opportunities?
How does Sales leverage CaliberMind? Some key use cases.
Running a Sales/Pipeline Review with CaliberMind
Building Formulas with Functions
Creating and Editing a Widget Formula
Remove a BigQuery User within CaliberMind
Using Conditional Statements
Add BigQuery Users within CaliberMind
How to Email CaliberMind Reports
Answering Business Questions Using CaliberMind Reports
Creating Formulas Based on Criteria and Conditions (Filters)
Dashboard Function Reference
Introduction to Formulas - Start Here!
Using Quick Functions
Creating Sales Campaigns from Salesloft and Outreach Activities
Working in CaliberMind Insights
CaliberMind Insights - Browser Requirements
CaliberMind Insights - Sharing Dashboards & User Permissions
CaliberMind Insights - Navigating to Insights/Dashboard
CaliberMind Insights - Using Dashboards
CaliberMind Insights - Dashboard Refresh Schedule
CaliberMind Insights - Application Concepts and Terminology
CaliberMind Insights - Filters & Aggregation Type
Creating a Custom Pipeline Dashboard (VIDEO)
CaliberMind Insights - Creating Custom Dashboards
Building Insights Dashboards
Build Your Own Insights Pipeline Dashboard
Build Insights Dashboards - Start Here!
Create Date Range Filters - Step-by-Step
Insights Dashboard Templates
Insights Attribution Dashboards
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - Attribution Summary
Insights - Attribution Overview
Attribution - Campaign Detail
Insights - Attribution - Campaign Type Detail
Insights - Attribution - Channel Detail
Insights - Attribution - Program Detail
Insights - Attribution - Account Detail
Attribution Overview Dashboard 2.0
Insights Engagement Dashboard
Insights - Engagement - Start Here!
Insights - Engagement - Dashboard Terminology & Key Concepts
Insights - Engagement Overview
Insights - Engagement - System Account Detail
Insights - Engagement - Person Detail
Insights - Engagement - Engagement Essential Questions and Dashboard Tile Definition
Insights Engagement Dashboard - Aggregation Dates
Insights ROAS Dashboard
Funnel Trigger Events Dashboard
Funnel Company Inclusion Configuration
What is a Marketing Funnel?
Funnel Terms and Concepts
Common Funnel Issues
Funnels FAQs Technical Documentation
Funnel History Event Configuration
Funnels - Start Here!
Funnel Stages Configuration and Stage Definitions
Funnel Trend Dashboard
Sales Funnel Metrics
Funnel Events Technical Documentation
Marketing Sales Funnel Foundations
Funnel Static Event Configuration
What is a Starter Funnel?
Funnel Person Inclusion Configuration
Funnel Cohort Analysis Dashboard
Sales Funnel Glossary
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Use Cases for Funnels
Sales Funnel Journey Questions and Answers?
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Funnel Stage Definitions
Demand Generation Funnel Dashboard
Table of Contents
Updated by Camela Thompson
CaliberMind's Engagement Scoring Models Overview
A core tenant of any Account Based Marketing (ABM) strategy is to focus on a specific set of target accounts and coordinate between marketing and sales to increase their engagement with your organization. Most organizations manage customer engagement across multiple platforms, including their Marketing Automation Platform (Marketo, Hubspot, Pardot, Eloqua), their CRM (Salesforce, SAP, Microsoft Dynamics, Hubspot), website, sales email tools, etc, with each platform managing engagement through its own siloed scoring system.Since the data is spread out between many platforms, it becomes almost impossible to get a single, holistic engagement score. In addition, most systems manage engagement at the Contact or Lead level because they were designed with B2C in mind. These systems rarely understand the importance of role and title in the decision making process, engagement mechanisms don’t decay over time (showing when counts are becoming less engaged), and they don’t provide a framework for creating a single source of truth.
CaliberMind helps B2B marketers better understand how contacts and accounts are engaging across the organization by creating an engagement score that:
- Can see data from all the platforms (MAP, CRM, Website, …)
- Rolls up everything to the Account level
- Provides a single source of truth back to both Marketing and Sales
CaliberMind easily integrates with Marketing Automation Platforms, CRM, and other data sources through Connectors. This provides you with a plethora of data, all eligible as attributes in your Engagement Scoring model.
With a holistic view of your data at your fingertips, it’s time to build out an engagement scoring model. This can be overwhelming at first. Thankfully, CaliberMind is incredibly flexible, and the ABM Scoring Model user interface allows Administrator users the ability to configure their own models directly within CaliberMind.
There are a few things you should consider when building your scoring model:
- Which data points matter to your marketing team, sales team, and the rest of your organization?
- Which data points matter most, or what does the relative weighting of each data point need to be?
- How long is a data point valuable? Is there decay? For example after 90 days a signal could be worth 50% and 0% after 180 days.
Out of the box, most engagement scoring models are a combination of three factors:
- An inbound activity's raw score
- A "fit" multiplier
- Time decay
The simplest aspect of engagement scoring is the Touch Score. These are raw points allocated to a particular activity type. For example, meetings may be a better selling signal than a content syndication read, so you may give meetings 5 points and content syndication .5 points.
Unlike traditional marketing automation platforms, we factor "fit" into the score itself instead of breaking it out into a grid. You may use demographic or firmographic data when designing a multiplier, and this Multiplier does exactly what it sounds like and multiplies the raw Touch Score points by a chosen Multiplier.
For example, if a meeting is worth 5 points and I want to multiply any interaction with a VP by 3, a meeting with a VP would be worth 15 points.
Finally, our engagement models all include a linear time decay, and the timeframe for that decay is included in the model's name. For example, Inbound30 gives an event's full "points" on day one, half the points on day 15, and zero points on day 30.
With all components included, our engagement score for a single touch looks something like:
Chain-based models are a completely different beast and are not modified using configuration screens. In short, Chain-based engagement looks at activities associated with won opportunities and learns which activities in what sequence are most likely to lead to a sale. We figure out your fit and touch score for you, then events, people, and accounts are scored according to how closely they fit the gold standard with a 365 decay.
What Can I Control?
Similar to marketing automation platform scoring models, you can determine how many points you'd like to give to each event type. Unlike traditional models, we allow you to incorporate any event, including inbound events, tasks, opportunities, and campaign members from your CRM and data from your advertising platforms, and even intent data!
We also allow you to specify multipliers for demographic or firmographic matches to your ideal customer profiles.
Keep in mind our best practice guidelines:
- Test first. Before you assume an event type has a higher conversion rate or certain titles are best, check your database to verify. Don't let an executive or salesperson dictate something your database may not be able to support.
- Simple is best. Low point scores for event types and a small number of multipliers are less likely to dilute your score and obscure important, high-value touches. For example, a VP from the perfect company downloading a piece of contact may not lead to a sale as quickly as a demo request from a contact that hasn't been enriched yet. Make sure you don't lose the high-converting money tree in a forest of shiny objects (that metaphor really didn't work out as we pictured).
- Stay focused. Engagement with your brand is ultimately what we're trying to measure here. Outbound activities really don't have a place in engagement scoring because it's an indicator of how engaged your company is with the prospect--not the other way around.
- When in doubt, ask for help. It's easy to over-engineer anything customizable. If you're not sure about what you've put in place, we're happy to help.
- Verify & Celebrate. Set it and forget it is terrible advice when it comes to engagement scoring. Particularly when you first role out your model, run the numbers to verify that your scores are lining up with your sales team's successes. Then tell everyone about those successes. Trust us - it's the quickest way to sales buy-in.