Table of Contents

Using CaliberMind Answers to Understand Account Engagement

Angie C. Updated by Angie C.

Using CaliberMind Answers to Understand Account Engagement

Marketing and sales professionals in the B2B space need tools to help them understand how their relationships with other companies are evolving. Whether this is focused on early-stage monitoring of engagement with target accounts, health monitoring of current customer engagement patterns, or other use cases, answering the question “What are my top accounts?” is important.

With CaliberMind Answers, we aim to make it easy for you to get a high-level look at the engagement patterns of your accounts to help inform your strategy for delivering value and finding new customers.

How Do I Set This Up?

The Account Engagement Answer within CaliberMind is designed with ease of use and flexibility in mind. With a few simple configuration steps, you will be able to have automated insights generated about your top accounts.

Below we detail the various configuration options available to users in your Settings.

  • Name: This field allows users to give their answer a unique name in order to quickly identify them across CaliberMind.
  • Scoring Model: We currently support ranking accounts based on engagement scores. Users can configure their Answer to use any of their currently enabled scoring models. These models control the weight given to different types of events, the time period that historical events are considered, and how the values of events decay as they get further away from the present. 
    For users without a preference in their attribution model, we recommend using the Inbound (standard365) option to consider all inbound events over the past year.
  • Account List: For scenarios where a user wants to limit the collection of accounts being considered, we support filtering based on predefined CaliberMind Lists. By default, we consider all observed accounts in a user’s system by selecting the 'cm_companystats' option. More information about Lists, you can find our KB article here.
Note: User-defined account lists must be marked as “Available In Reporting” in the CaliberMind Lists configuration screen to be used with Answers.
  • Lookback Period: Users often want to consider different time periods when evaluating the performance of their accounts. For this Answer, we allow users to define how far in the past they want to consider when evaluating how a particular account’s engagement score has changed over time.
    Example:
    Consider the Inbound (standard365) scoring model, which considers all inbound events from the preceding 365 days when determining an account’s engagement score. Additionally assume today is January 1, 2023, for illustrative purposes and we have set our lookback period to 30 days. This yields the following scenario:
    • Current Score: The current engagement score as of January 1, 2023, would be built based on all inbound events between January 1, 2022, and January 1, 2023.
    • Previous Score: The previous score based on a 30-day lookback period would be the score as of December 2, 2022. This would be based on all events from December 2, 2021 - December 2, 2022. 
  • Comparison Direction: This parameter controls whether the top or bottom rankings are returned. Selecting Positive will yield the top-performing accounts based on engagement score and comparison type. Selecting Negative will yield the worst-performing accounts based on the same configuration. Depending on the use cases, both top and bottom performers can yield insight into your overall account activity.
    Example:
    • What are my most engaged prospect accounts?
    • What customer accounts have seen the largest drop in engagement over the past 90 days?
  • Comparison Type: This parameter controls how current and previous engagement score is used to rank accounts. The currently supported comparison types are listed below:
    • Current Value: This method ranks accounts solely on their current engagement score. It does not take into account recent changes to the score. 
      Example:
      • Which prospects are currently most engaged?
      • Who are my least engaged customers?
    • Raw Change Between Current and Previous Periods: This method ranks accounts based on the difference between the current engagement score and the previous engagement score defined by the lookback period. 
      Example:
      • Which accounts are surging and showing increased engagement over the past 7 days?
      • Which accounts in my pipeline have dropped off in engagement over the past 30 days?
    • % Change Between Current and Previous Periods: Similar to the previous method, this method ranks accounts based on the change in their underlying engagement score as defined by the lookback period. The difference here is that the change is represented as a percentage increase rather than the raw difference. This highlights accounts that see large changes relative to their original value.
      Example:
      • Which accounts are surging and showing the largest proportional jump in the past 30  days?
      • Which customers have seen large drops in engagement relative to their normal levels in the past 90 days?

Combining Comparison Direction and Comparison Type

The combination of these parameters controls the nature of the underlying question being answered. The table below details how to select configuration options for some common versions of these questions. For illustrative purposes, assume a lookback period of 30 days.

Question

Comparison Direction

Comparison Type

What accounts are most engaged?

Positive

Current Value

What accounts are least engaged?

Negative

Current Value

What accounts have seen the largest improvement? 

Positive

Raw Change Between Current and Previous Periods

What accounts have seen the largest drop-off? 

Negative

Raw Change Between Current and Previous Periods

Which accounts have seen the largest relative increases in their engagement? 

Positive

% Change Between Current and Previous Periods

Which accounts have seen the largest relative drop off in their engagement? 

Negative

% Change Between Lookback Periods

Number of Accounts to Rank

This option controls how many ranked accounts are returned for further investigation.

Is Customer

This option allows users to quickly limit all considered accounts based on whether they are customers.

All Accounts

This option considers all accounts that meet the other configuration criteria, regardless of customer status.

Only Customers

This option only considers accounts tied to existing customers as defined by the user’s CRM data.

Only Non-Customers

This option limits accounts to consider only those that are not currently customers as defined by the user’s CRM data.

How Do I Use This?

Once you have set up your Answer, you will have access to a curated exploration page focused solely on your version of the question at hand. This will give you both high-level and deeper insight into your data. The screenshot and breakdown below provide supplementary information about using and interpreting this information.

  1. Answer Name and Configuration Panel - This section provides the current configuration for this Answer. Often times this information is useful in differentiating use cases and providing additional context for discussion.
  2. Answer - Rather than just give users a multitude of reports to wade through, CaliberMind aims to provide a curated experience for understanding and interpreting the data at hand. This section provides a high-level answer to the core underlying question being considered. This statement is limited to 1-2 lines of concise information. This is the same value that is listed on the My Answers page for this specific question. Additionally, we provide a classification as to whether this answer represents a positive, negative, or neutral outcome.
  3. Average Engagement for Top Accounts - This metric provides the average engagement score across the top accounts ranked by the currently specified configuration. This value is provided for both the current and previous periods.
  4. Average Change in Engagement Score - This metric provides the average change in engagement score across the top accounts ranked by the currently specified configuration. This value provides both the raw and relative differences between the current and previous periods.
  5. Accounts of Interest - This table provides details about the accounts included in this analysis. A breakdown of the columns can be found below.

Column

Description

Company Name

The name of the company tied to this account.

Owner

The owner of this account. This is defined by the user’s CRM data.

Engagement Score (Current Period)

The current engagement score for each account.

Engagement Score (Previous Period)

The previous engagement score for each account. This is defined by the lookback period selected in the configuration.

Change in Score

The difference between the current and previous engagement scores. Positive values indicate increased engagement.

% Change in Score

The relative difference between the current and previous engagement. This is defined as (Current Score - Previous Score)/Previous Score. Positive values indicate increased engagement.

Last Inbound Event Date

The date of the last inbound event for a given account. This can be used to help understand when the last meaningful interaction occurred with an account.

Last Inbound Event

The name of the last inbound event for a given account. This can be used to help understand the nature of the last meaningful interaction that occurred with a specific account.

How did we do?

Using CaliberMind Answers to Understand Funnel Performance

Contact