This post was first shared at the 2018 ProductLed Summit. A few details have changed since then, but account-level product engagement still matters.

Account-Level Product Engagement is an obvious fact

Why track engagement at the account level, not just per user? Simple: you sell to teams, not lone users. Your business grows and shrinks by account.

Accounts sign up

Accounts adopt

Accounts convert

Accounts pay

Accounts expand

Accounts cancel

See the pattern? You’re not a social app. You’re a B2B SaaS product. Your customers are teams. It makes sense to watch team activity, not just individual clicks.

What is Account-Level Product Engagement?

It’s two ideas in one. First, product engagement measures how people use your features. Second, you add up that activity for each account. Voilà—account-level engagement.

How to organise your product engagement data at the account level

Accounts aren’t people, but people use your product. To roll up data:

Gather every event from every user in an account.

Sum or score those events into one account record.

That gives you a clear view of how each team uses your product.

How to assess product engagement data at the account level

With account data in hand, you can spot trends and take action:

Score engagement over time to see who’s heating up or cooling down.

Track onboarding to find accounts stuck in setup.

Watch feature adoption to know which teams need a nudge.

Account-level insights turn raw data into a business health check.

Account-level product engagement — taking action

Here are four ways you can use account data today.

1. Track Account Activation

Activation often needs several users. If onboarding takes five steps, one person won’t finish it alone. By tracking account activation, you see which teams have hit their first value milestone—and which need help.

2. Track Account Health

To measure business health, measure account health. Use engagement scores to:

Spot expansion chances when engagement climbs.

Flag at-risk accounts when engagement dips.

Prioritise features that underused accounts haven’t tried.

Help your CS team focus on the right accounts each day.

3. Refine Customer Acquisition Efforts

Your most engaged accounts teach you who fits your product best. Then you can:

Build an ideal customer profile from your top teams.

Run look-alike ads to bring in similar accounts.

Find case study candidates among your happiest customers.

4. Optimise your sales process with Product Qualified Leads

Product Qualified Leads (PQLs) are accounts that have already gained value. You can’t find them without account-level engagement. Use PQLs to focus your sales team on the accounts most likely to convert.

Account-level product engagement — an essential piece of the game of SaaS

SaaS is an account-based game. You can’t play it well without seeing how each team uses your product. Account-level engagement brings clarity to your whole revenue operation. Shine a light on your data, and watch your business grow.