You’ve probably seen, heard or maybe even used the term “interesting moments” in tracking and scoring what your prospects are doing.

You may track site visits, downloads, email clickthroughs and other activities.

You may even string together some of these activities and, assuming an establishment of momentum and prospect interest, accelerate the pace of “active buyer” content and/or sales phone calls as a result.

But there’s one problem with most variables we historically have used to track and score prospect interest – they fail to account for and measure time.

So what if someone downloaded your white paper. Did they read it? How much of it? How much time did they spend in it?

So what if they clicked on your video link? How much did they watch?  How far did they get?

So what if they went to your blog today?  Were they at your big “middle of funnel” post for just a couple seconds? Then they didn’t read it.  Were they on that page scrolling for a few minutes? That tells me they were likely engaged.

Adding the variable of time makes all the difference.  You can weight interest, understanding and intent in a more compelling way.  You can ask better, knowledgeable questions in your sales team’s follow-up.

And, you can start to measure the financial value of content you create.  Ever thought about what it costs to generate a minute of your target prospect’s engagement?  How much would you be willing to spend on a minute of your ideal customer’s focused attention?

And how can you use that information to prioritize which content to do more of, and which to cut out from your next plan and/or budget?

Activity is a great start, but it’s only part of the picture you need to see in order to know when prospects are not just acting, but also self-educating and understanding.

Today’s diatribe was inspired by some awesome new tools launched by PathFactory yesterday.  They did a great job in this blog post describing what’s been missing in most marketing analytics and how adding immersive engagement and time-based metrics can impact and improve sales and marketing performance.