If you’re in sales or marketing and need to make sense of what’s actually happening with your target accounts—not just a bunch of vanity metrics—this guide’s for you. We’ll walk through using CompanyEnrich to analyze account-level engagement: what matters, what to look for, and what to flat-out ignore.
This isn’t a pitch for dashboards nobody uses. It’s a hands-on walkthrough for people who need real answers about which companies are actually showing up, not just opening emails.
Why Account-Level Engagement Matters (and What Gets Overhyped)
Everyone talks about “engagement,” but most platforms just dump a pile of activity logs on you. Plenty of tools track individual clicks, but if you’re selling B2B, you care about accounts—the companies, not just the people. The goal is to spot which companies are genuinely interested, not just who accidentally clicked a link.
Here’s what actually matters:
- Which accounts have multiple people interacting?
- Are those people the right roles?
- Is engagement going up, flat, or tanking?
- Are there gaps—big accounts that are silent?
If you’re only looking at individual contacts, you’ll miss the forest for the trees (or, more likely, miss your quota).
Step 1: Set Up CompanyEnrich for Account-Level Data
Let’s start with the basics. CompanyEnrich does a decent job of rolling up individual activity into a company view, but only if you connect the right data sources.
What to do: - Connect your CRM. This is non-negotiable. CompanyEnrich can’t work with what it can’t see. - Integrate marketing automation (if you use it). Hook up tools like HubSpot or Marketo so you get more than just sales activity. - Bring in website analytics. If possible, feed in first-party website data—this often takes some setup, but it’s worth it.
Pro tip: Don’t bother integrating every tool you have just because you can. Focus on sources that actually track real engagement. Slack mentions or random webinar signups? Usually noise.
Step 2: Define What Engagement Means for Your Team
You can’t measure what you haven’t defined. “Engagement” is vague, so get specific.
Questions to answer: - Is a webinar attendance worth more than a blog click? - Do you care about any activity, or only from decision-makers? - Does one person from a company count, or do you need multiple stakeholders?
How to do it in CompanyEnrich: - Use their scoring/rules features to set weights. For example: - +5 for a demo request - +3 for attending a webinar - +1 for opening an email (if you must) - Exclude junk: filter out interns, vendors, or people outside your ICP (Ideal Customer Profile).
Don’t get fancy: Overcomplicating this is where most teams stall out. Start simple, tune as you go.
Step 3: Roll Up Contacts to the Account Level
Now, the good part—actually seeing engagement by company.
In CompanyEnrich: - Use the “Company Summary” or equivalent view to see a list of accounts with engagement scores. - Filter by segment—industry, ARR, region, whatever matters to you. - Look for accounts with: - Multiple contacts engaged - Consistent activity over time - Activity from senior roles
What to ignore: - Single-contact “hot” accounts. These are often flukes or bots. - High activity from irrelevant titles (e.g., lots of interns clicking, but no managers in sight).
Pro tip: Cross-check with your target account list. If your top-tier accounts are missing, that’s a red flag.
Step 4: Dig Into Account Timelines
Surface-level numbers are a start, but timelines tell the real story.
Here’s how to use timeline views wisely: - Look for patterns: Is engagement accelerating, or did it spike once and vanish? - Check the mix: Are new stakeholders joining in, or is it the same person every time? - Map activities to your sales process: Did a surge happen after an outbound campaign, or did it come out of nowhere?
What works: - Identifying “bursts” of activity tied to campaigns, product launches, or events. - Spotting when a new decision-maker joins the conversation (that’s your cue).
What doesn’t: - Chasing every blip. Some activity—especially anonymous website hits or random downloads—means nothing.
Step 5: Set Up Alerts and Reports (But Don’t Go Overboard)
Automation should help, not drown you in notifications.
In CompanyEnrich: - Set up alerts for: - Accounts crossing a certain engagement threshold. - New roles engaging at target accounts. - Accounts going cold (no activity for X days).
- Build a weekly report for yourself and your team. Don’t try to automate every possible scenario; focus on the 2-3 signals that actually drive action.
Pro tip: Most email alerts are ignored after a week. Pick one or two that you actually care about, and make them count.
Step 6: Use Engagement Data to Prioritize Outreach
Now that you’ve got real account-level data, use it. Here’s where most teams mess up: they either ignore the data, or chase every “engaged” account without context.
How to prioritize: - Focus on accounts with multiple engaged contacts, especially if they match your ICP. - Reach out when there’s a burst of activity—not just a random click. - For quiet target accounts, use the lack of engagement as a reason to try a new approach. Sometimes silence is the most useful data point you get.
What not to do: - Don’t chase every high score. Look for meaningful engagement, not just quantity. - Avoid “zombie” accounts—ones that were hot a month ago, but are now dead quiet.
Step 7: Review and Refine Regularly
Don’t treat this as a set-it-and-forget-it system. What works one quarter might be noise the next.
Monthly checklist: - Review which engagement signals actually led to meetings or deals. - Adjust your weights and filters accordingly. - Trim out any sources or activities that aren’t predictive.
Pro tip: Ask your reps what actually helped. Sometimes the most valuable signals are the ones you didn’t expect.
What to Skip (and What to Watch Out For)
A few honest warnings:
- Don’t obsess over every metric. Vanity numbers look good, but won’t get you meetings.
- Be skeptical of “AI” insights. If CompanyEnrich spits out something you can’t explain, dig in before you trust it.
- Focus on your real pipeline. Engagement is a means to an end—revenue. Don’t lose sight of that.
Keep It Simple, Iterate, and Move On
Account-level engagement isn’t magic, but it’s a lot more useful than just tracking clicks. Stick to what matters: real activity from real people at your target companies. Start with the basics, get your team on board, and improve your process a bit at a time.
You’ll save yourself from chasing ghosts—and actually know which companies want to talk.