A healthcare organization needed a clearer way to distinguish current interest from years of accumulated activity. Hibachi redesigned how engagement was scored, surfaced, and used across Marketing Cloud Account Engagement and Salesforce—giving internal teams clearer signals, better reporting, and a system they could maintain.
At a glance
A clearer view of engagement
Client profile
Healthcare organization
Primary expertise
Marketing Automation
Platforms
Salesforce and Marketing Cloud Account Engagement, formerly Pardot
Engagement
Multi-phase strategy, implementation, reporting, optimization, and team enablement
Scope
100,500 prospects with engagement history dating back to 2019
Key result
The revised model captured 27% more tracked activities in prospects’ overall scores.
The operating reality
Years of activity had made the score less useful
The organization had used Account Engagement for years. Prospects accumulated scores across campaigns, content, emails, forms, events, and other interactions.
That history was valuable, but it created a visibility problem. Some prospects carried very high scores built over several years, making it difficult to tell whether someone was actively engaged or simply carrying a large total from past activity.
Internal teams needed a clearer way to understand:
- Who was showing meaningful interest now
- Which organizations were becoming more engaged or beginning to go stale
- What activity was contributing to a prospect’s score
- How Strategic Business Development activity should be evaluated separately from contract-specific engagement
The challenge was not simply to adjust a few scoring rules. The organization needed a system that reflected how its teams evaluated engagement, provided useful visibility in Salesforce, and could evolve as new activities and priorities emerged.
The Hibachi Framework
From accumulated scores to useful signals
The work took place across several connected projects. Each phase informed the next, allowing the scoring system to become more accurate and useful over time.
Understand
We audited the full database, reviewed the scoring matrix and activity history, and interviewed stakeholders across three contract teams. The work clarified what teams valued, how they used engagement data, and where external activities were not fully represented.
Design
Historical data and stakeholder input informed a revised scoring matrix, three engagement tiers, scoring decay, organization-level reporting, and a dedicated Strategic Business Development scoring category.
Build
We implemented the new scoring systems, automation, external activity tracking, Salesforce reports, weekly dashboard digests, page-layout cues, and a dedicated app and view for business development.
Enable
Three contract teams received training supported by two reusable training aids. Documentation, direct explanation, and clear ownership helped the client maintain the model and incorporate new tracked activities.
Improve
Weekly communication, automated digests, and monthly reviews created an ongoing feedback loop. New learning led to additional reporting and a separate approach for Strategic Business Development.
Selected results
Better visibility into the engagement that mattered
The revised model made current engagement easier to interpret while preserving valuable historical data.
100,500 prospects analyzed
The full Account Engagement database was evaluated, including engagement history dating back to 2019.
27% more tracked activity captured
More tracked activities contributed to prospects’ overall scores, creating a more complete view of engagement.
Three clearer engagement tiers
Scoring decay, visual Salesforce cues, weekly digests, and monthly reviews made current interest easier to interpret.
Teams were prepared to act
Training and a dedicated business-development view helped teams use the signals. The client later reported that these efforts helped move new contract opportunities into the pipeline.
Closing perspective
A score is only useful when people know what it means
A useful scoring model reflects what the organization values, makes recent engagement easier to recognize, and improves as the team learns. The strongest scoring systems are practical operating models—not static formulas.
Make engagement data easier to trust—and easier to use
Hibachi helps organizations connect marketing automation, Salesforce, reporting, and team processes around the signals that matter.