You can use Demandbase’s Engagement Minutes feature to weight intent activities and prioritize accounts based on how much intent they are showing. After you have created an Intent Surge selector for TrustRadius, you can prioritize intent activities in proportion to their value in your overall ABM strategy.
What is an Engagement Minute?
In Demandbase, you can use Engagement Minutes to track the time that your target accounts are spending with you. An Engagement Minute is not an actual minute of engagement – instead it is a score that is generated to help measure the amount of intent that a prospect has with you. Engagement minutes can be applied to each of the following scenarios:
- When a target account responds to your marketing campaign
- When people talk with your sales team
- When a target account researches your product, competitor, or product category on sites like TrustRadius.
Because Demandbase Engagement Minutes are aggregated, they provide a more accurate picture of what is happening at the account level. For example, imagine being able to show that target accounts spent 4,289 minutes engaging with marketing activities this quarter, up 122% from last quarter. And imagine being able to pinpoint the specific sales territories, industry segments, and personas with the biggest growth. This is certainly a sign that opportunities in the middle of the funnel are progressing in the right direction!
With this insight, you can prioritize qualified accounts that are more likely to make a purchase decision.
For more information on this metric, please see What is an Engagement Minute?.
How to set up Engagement Minutes for TrustRadius intent
A Demandbase administrator can assign engagement minutes to TrustRadius intent signals:
- In the left-hand navigation bar of your Demandbase tenant, go to Settings > Analytics > Engagement Minutes.
- Select Intent Activities in the Choose Category drop-down list.
- You can assign Engagement Minutes to TrustRadius intent activities in the “3rd Party Intent” section. From the "3rd Party Intent Surge" column, select Intent Surge. Select your desired operator from the “Operator” column. If you select Contains, Is, Is Not, or Does Not Contain, the Criteria field will appear. Enter your criteria in this field. In the “Minutes” column, enter the amount of Engagement Minutes that you would like to apply to the intent activity.
For example, if I assign 10 Engagement Minutes to any Intent Surge activity that contains the criteria "Comparison," this means that Demandbase will apply 10 Engagement Minutes to any TrustRadius intent activity that includes the word "Comparison."Note: Engagement Minutes are cumulative. If an intent activity satisfies criteria for multiple engagement rules, the amount of Minutes applied to that activity will be the sum total of Minutes dictated by those rules. For example, if an intent activity satisfies both of the rules shown below, 22 Engagement Minutes would be applied to that activity.
3rd Party Intent Operator Criteria Minutes Intent Surge Contains Licensed Product 10 Intent Surge Contains Comparison 12
Click Save in the top right corner. See Set Up Engagement Minutes for more information.\
How to assign Engagement Minutes for TrustRadius Intent
Engagement Minutes in Demandbase allow you to get a good proxy for engagement from companies showing purchase intent and engaging with your brand. To learn more about Engagement Minutes see these articles from Demandbase: What is an Engagement Minute? and Set Up Engagement Minutes.
TrustRadius’ downstream intent activities represent in-market buyers who are often mid to bottom funnel in their buying journey. Buyers on TrustRadius are researching and evaluating rich content about your products, competitive products, and software categories.
Establishing Engagement Minutes for TrustRadius intent activities should be done in context of the other signals you are tracking and scoring in your Demandbase tenant. The actual values you set for any Engagement Minute should be relative to the weighting (scoring) you use for other types of engagement.
For example, you might consider a visit to your own website or interaction with your team to be the highest level of engagement, and thus would assign a higher Engagement Minute value. TrustRadius intent activities are second party intent signals - buyers are showing intent directly on TrustRadius’ site for your product, your competitors, and software categories. You might weight engagement signals from TrustRadius lower than engagement with your own web properties or directly with your team.
On the other end of the intent spectrum, you might weight TrustRadius intent activities higher than keyword or topic level intent data. A signal that someone from a target company is researching a topic may represent top of funnel behavior, and thus you might weight those signals lower than a signal from TrustRadius that the same account is reading reviews about your product or comparing your product to a competitor.
Ultimately, the engagement minute values you assign are relative and should be considered across all of the different engagement signals you are tracking within Demandbase.
Options for applying Engagement Minutes to TrustRadius Intent
See Understanding TrustRadius intent activity details for more details on the components of the TrustRadius activity details that can be used for setting up Engagement Minutes.
Example 1: Scoring TrustRadius intent using the Activity Source
If you have access to TrustRadius product and category level intent data, you might apply Engagement Minutes using the Activity Source values to differentiate intent about your product vs. competitor products vs. the rest of the category.
Goal | Operator | Filter Value | Minutes* |
| Weight intent signals about my product(s) | Contains | Licensed Product | 10 |
| Weight intent signals about my named competitors’ products | Contains | Competitor | 5 |
| Weight intent signals about the rest of the category (not my product or my named competitors) | Contains | Category | 2 |
*Keep in mind, the actual values you set for Engagement Minutes should be relative to your scoring used for engagement signals.
Example 2: Scoring TrustRadius intent using product names
You may choose to apply Engagement Minutes based on specific product names. The product being engaged with on TrustRadius is included in the Activity Description portion of the activity details within Demandbase. This option allows you to apply specific minutes to your products vs. specific competitors. For example, if you compete more closely with Competitor A vs Competitor B, you might weight signals of buyers researching Competitor A higher than Competitor B.
Goal | Operator | Filter Value | Minutes* |
| Weight intent signals about my product(s) | Contains | [Your Product Name] | 10 |
| Weight intent signals about the product we compete with most often | Contains | [Competitor A] | 5 |
| Weight intent signals about a product we compete with less often | Contains | [Competitor B] | 2 |
*Keep in mind, the actual values you set for Engagement Minutes should be relative to your scoring used for engagement signals.
Example 3: Scoring TrustRadius intent using activity types
You may choose to apply Engagement Minutes based on the type of engagement shown by the account on TrustRadius. This would be more granular weighting, and we would suggest employing the techniques above before this strategy. TrustRadius offers different content and pages that buyers can interact with, and you might weight certain types of engagement higher than others. For example, if an account is doing a direct comparison of your product vs. a competitor’s product, you might weight that activity higher than when an account views a category page on TrustRadius.
| Goal | Operator | Filter Value | Minutes* |
| Weight intent signals from accounts showing the most bottom-funnel intent | Contains | i.e. Comparison | 10 |
| Weight intent signals from accounts researching my products | Contains | i.e. Product FAQs | 5 |
| Weight intent signals from accounts researching a category | Contains | i.e. Category | 2 |
*Keep in mind, the actual values you set for Engagement Minutes should be relative to your scoring used for engagement signals.
Use Cases for Engagement Minutes
Find Engagement for an Account or Account List
You can use this view to see engagement minutes logged for an account and analyze how Intent Surge activities fare in relation to other types of Engagement Minutes.
- In the left-hand navigation bar of your Demandbase tenant, click Analytics > Engagement. At the top of the Analytics menu bar, select an account or account list from the drop-down list.
- Now that you’ve assigned engagement weightings for 3rd Party Intent, the data presented on the Engagement page incorporates information from TrustRadius. Hover over the line graph to see the intent activities plotted on the timeline.
Find Engagement Activity from TrustRadius
You can use this view to track account engagement signals on TrustRadius, and how they compare with Intent signals from other sources.
- In the left-hand navigation bar of your Demandbase tenant, click Analytics > Engagement. At the top of the Analytics menu bar, select an account or account list from the drop-down list.
- Scroll down on the Engagement page to view the Activities table.
- Verify that the Type and Category columns are visible. If they aren’t, click Edit Columns on bottom of the page and add the two columns.
- Type Intent Surge in the search field above the table on the right side.
- Click the Type column header to sort the entries in that column.
- Look at the rows where Type = Intent Surge and Category = TrustRadius.
