Engagement rate measures how audiences interact with marketing assets, through clicks, comments, shares, or time spent. It indicates resonance and relevance, particularly across social, email, and content channels.
For B2B teams, engagement rate connects early-stage interest with tangible business outcomes. It helps distinguish between surface-level interaction and genuine audience involvement that signals growing awareness and intent.
Tracking engagement patterns over time reveals which topics, formats, and channels resonate most with target accounts. These insights allow marketers to refine creative direction, optimise content delivery, and strengthen relationships that ultimately contribute to long-term pipeline growth.
