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Capture Key Metrics

Metric Definition

Total Accounts Engaged

The number of unique accounts engaged with marketing

and sales activities measures engagement effectiveness

across go-to-market motions. Track using ABM platform

data from 6sense, Demandbase, or de-duplicated multi-

channel data.

Structure Your Data

Your ABX measurement framework combines two powerful data sources to give you a complete view of account

engagement:

ABM Platform: Tracks broad reach and basic interactions across marketing and sales channels (i.e.

email, paid media, etc.) - think of this as your "radar" showing which accounts are aware of your brand

Folloze Impact Dashboard: Measures deeper first-party account and buyer engagement behaviors -

this is your "microscope" revealing how seriously accounts are considering your solution.

Together, they help you understand both the breadth of your program reach and the depth of account and buyer

interest, enabling smarter targeting and follow-up decisions.

Build Your Framework For the second principle of ABX measurement, engage, we’ll dive into how to structure your data, how to capture key metrics, and best practices for data visualization.

Engage - Measure Touchpoint Effectiveness

© 2025 Folloze. ALL RIGHTS RESERVED.

Metric Definition

Engagement Rate

The percentage of accounts exposed to your sales ad

marketing activities that are taking action (i.e. click) shows

actual account interest vs view-only reach.

Calculate this formula = (# Total Accounts Engaged / #

Total Accounts Reached) * 100.

Total Accounts Engaged with Content

Total unique accounts with at least one person engaging

with content items, based on the applied filters, focuses

on progression from visitors to engagement.

Track using the  .Folloze Impact Dashboard

Average Time on Content / Account (Hr / Mins / Secs)

The average is calculated by dividing the total time

people with account identification spent on content by

the number of accounts who viewed content items,

based on the applied filters. It’s the duration of content

interaction indicating depth of account interest and

buying intent.

Track using the  . Folloze Impact Dashboard

Average Time on Content / Person (Hr / Mins / Secs)

The average is calculated by dividing the total time

people spent on content by the number of people who

viewed content items, based on the applied filters. It’s the

duration of content interaction indicating depth of

person interest and buying intent.

Track using the  . Folloze Impact Dashboard

https://help.folloze.com/s/article/Organization-level-Impact-Dashboard https://help.folloze.com/s/article/Organization-level-Impact-Dashboard https://help.folloze.com/s/article/Organization-level-Impact-Dashboard

© 2025 Folloze. ALL RIGHTS RESERVED.

Account Engagement Score

The Folloze Account Engagement Score is calculated using a unique algorithm that looks at the intensity of activity

across the account, including content views, time on Folloze boards, interactions with content, high value actions, calls

to action, and tells you how far along they are in evaluating your platform or solution:

New - represents newly joined accounts

Initial - indicates the number of accounts that have shown interes

Growing - represents accounts that actively engaged with board

Active - reflects accounts that spent more time on the board

Surging - indicates the highest level of users who are evaluating Folloze

Lost Interest - accounts that previously qualified for an engagement level but have become inactive

due to decay or low engagement.

Use this score to streamline team actions and prioritize accounts that show the most promise. By understanding

content engagement in real-time, you can adjust your strategy and optimize content marketing with confidence.

Trigger actions to re-engage accounts that are declining in engagement so you don’t miss a beat. Automate next logical

actions based on account and individual behavior to drive more effective and efficient full-funnel motions. Track using

the  . Folloze Impact Dashboard

Note: No ABM platform? Measure segment sizes through your CRM reports and account reach by tracking the number of unique accounts across all your go-to-market touch points.

https://help.folloze.com/s/article/Organization-level-Impact-Dashboard

© 2025 Folloze. ALL RIGHTS RESERVED.

Visualize Data

Data visualization transforms ABX metrics into actionable insights through intuitive charts. This visual approach helps

teams identify trends, track KPIs, and effectively communicate program impact to stakeholders across the organization.