If you're selling B2B and tired of chasing ghost prospects, you know engagement tracking isn't just a "nice to have"—it's your early warning system. But let's be real: too many tools drown you in data that doesn't move deals forward. This guide is for sales and marketing folks who want to get a handle on what actually matters in Aomni, without wasting hours on dashboards that look impressive but don't help you close.
Below, I'll walk you through how to track engagement metrics for B2B prospects in Aomni, what to watch out for, and how to avoid the common traps. No hype, just practical steps.
Why Engagement Metrics Matter (But Can Also Waste Your Time)
Everyone says you should "track engagement," but it only matters if it helps you spot real buying signals or risks. The rest is noise.
What’s actually useful? - Signals that a prospect is moving forward (opens, replies, meeting bookings) - Signs a deal is stalling (radio silence, stopped opening emails, no activity) - Activity that hints at intent (viewing your pricing page, sharing your proposal internally)
What’s mostly useless? - Vanity metrics (number of page views, time on site, clicks on random blog posts) - Data that’s impossible to act on or just tells you what you already know
With that in mind, let’s get into how to set up and track the metrics that matter in Aomni.
Step 1: Set Up Your Prospect and Account Tracking in Aomni
Before you can track anything, you need your prospects and accounts set up cleanly.
Here’s where people screw up: - Importing messy lists with duplicate contacts - Skipping basic fields like job title or company size - Not mapping key accounts to opportunities
What to do: - Import your prospect and company lists into Aomni (use their CSV uploader, not copy-paste) - Merge duplicates right away—Aomni has a deduplication tool, use it - Fill in key fields: role, company, stage in pipeline, last activity date - Group contacts by buying committee if you sell to teams (not just individuals)
Pro tip: If you’re syncing from your CRM, double-check the field mapping. Bad syncing = bad data forever.
Step 2: Define Which Engagement Metrics Actually Matter
Aomni offers a bunch of engagement signals, but not all are worth your time.
Focus on these core metrics: - Email opens and replies: Not perfect, but still useful to spot cold leads - Meeting activity: Bookings, reschedules, no-shows - Proposal/document views: Especially if shared internally—Aomni can show if a doc was opened by multiple people at the account - Website visits to high-intent pages: Pricing, product, or integration pages - Last touch: How recently anyone from your team engaged with the prospect
Ignore or deprioritize: - Social media likes (unless you’re selling social media software) - Visits to generic blog content - Time spent on your About page
How to set this up in Aomni: - Go to the “Engagement” settings and pick the metrics you want to highlight on prospect and account records - Create custom fields for any engagement signals your team cares about that aren’t tracked by default
Step 3: Connect Your Communication Channels
If you want accurate engagement data, you need Aomni to see your email, calendar, and (optionally) document activity.
Connect: - Your email (Gmail or Outlook integration) - Calendar (for meetings) - Document sharing tools (if you use Aomni’s built-in proposals/docs, great; otherwise, sync from Google Drive or DocSend)
What trips people up: - Not authenticating all user accounts (if your team isn’t connected, you’ll miss their activity) - Privacy paranoia—Aomni only tracks what’s relevant to prospects, but check your settings if you’re worried - Relying on BCC tracking for emails—this is flaky, use the direct integration
Pro tip: Run a test email and meeting to yourself. Make sure the engagement shows up as expected in Aomni before rolling it out to your whole team.
Step 4: Review and Use the Engagement Timeline
Aomni gives you a timeline view for every prospect and account. This is your “deal health monitor.”
How to read it: - Look for streaks of activity (multiple opens, replies, meetings, document views) - Watch for stalls (no engagement for 2+ weeks? That’s a yellow flag) - Spot buying signals (multiple people at the account viewing pricing, for example)
What to ignore: - One-off clicks or opens (could be spam filters or accidental) - Activity from outside your buying committee
Customize it: - Use filters to show only high-intent actions - Set up alerts for when a key contact goes cold or when a document is re-opened after weeks (possible deal revival)
Pro tip: Don’t obsess over every single data point. Patterns matter more than individual actions.
Step 5: Report on Engagement (Without Overcomplicating It)
You don’t need a 20-page PowerPoint. The goal is to know which prospects are heating up, which are cooling off, and which have gone cold.
How to do it in Aomni: - Use their engagement reports to sort accounts by “last engagement” or “engagement score” - Flag deals in your pipeline view that haven’t had meaningful engagement in X days (pick a cutoff that makes sense for your sales cycle) - Set up a simple dashboard: Top engaged prospects, at-risk accounts, and this week’s “gone dark” list
What’s rarely worth it: - Weekly deep dives into every metric (do this monthly at most unless you’re running huge campaigns) - Over-engineering your engagement score (keep it simple: recent, relevant activity is good; silence is bad)
If you need to, export the data for your own analysis, but don’t let Excel become a full-time job.
Step 6: Take Action Based on Engagement Data
Tracking is pointless if you don’t act on what you see.
Here’s what you actually do: - Hot prospects: Follow up quickly. If you see lots of engagement, don’t let them cool off. - Stalled deals: Check in. Reference their last touch and ask a direct, helpful question. - Multiple viewers: If a doc is being viewed by more stakeholders, try to identify and loop them in. - Cold prospects: Decide: are they worth a break-up email, a re-engagement sequence, or should you just move on?
Don’t: - Send generic “just checking in” emails based on every minor activity blip - Bother prospects who are clearly not interested—channel your energy elsewhere
Real Talk: What Works, What Doesn’t, and What to Ignore
What works: - Focusing on trends, not one-off actions - Customizing your setup to fit your sales process, not the other way around - Actually using the data to drive next steps
What doesn’t: - Tracking everything just because you can - Expecting engagement data to close deals for you (it won’t) - Getting lost in dashboards and neglecting real conversations
Ignore: - Vanity metrics and anything you can’t act on - Advice that tells you to “personalize your outreach based on every click”—that’s a recipe for burnout
Keep It Simple, Iterate, and Don’t Chase Ghosts
You don’t need to be a data scientist to track engagement in Aomni. Set up your basics, focus on signals that actually move the needle, and don’t let tracking become a full-time job. Review what’s working every month or so, tweak your process, and don’t be afraid to ignore the noise.
Most important: use the data to have better conversations, not just to fill out another report. That’s how you’ll spot real buyers—and stop wasting time on the ones who aren’t.