Treat the account as the unit, not the individual user

Create an AI-derived attribute 'account_engagement_score' on the Account object, refreshed daily. Aggregates ACROSS all users at the account: (a) active-user ratio (active users / total seats); (b) engagement velocity (sessions/events trending up or down at account level); (c) feature breadth (count of features used by anyone at the account); (d) stakeholder distribution (engagement coming from multiple roles vs. single-user dependence); (e) sentiment signals from support tickets. Output: numeric 0-100 with tier — green (75-100 healthy growing) / yellow (40-74 stable but warning signs) / red (15-39 declining quickly) / dormant (<15 effectively inactive). The account-as-unit aggregation is the differentiator — most CDPs score users, this scores the buying entity.

Build a segment 'B2B accounts tiered by engagement' capturing all paying B2B accounts, partitioned by account_engagement_score tier. Refreshed daily. Excludes accounts <30 days old (need history) and accounts in active sales-led save-flows (avoid double-orchestration). The journey routes from this segment based on tier.

Generate per-tier email content. GREEN — expansion-leaning content sent to champion: 'Your team is in the top 25% of [Product] users — here's what high-growth accounts do next.' Plus subtle expansion CTA. YELLOW — reactivation content sent to admin: 'Noticing a few of your team members aren't logging in as often — want help re-engaging the team?' With a CSM-meeting CTA. RED — urgent personalized content sent to admin + executive sponsor: 'Your team's engagement has shifted — we'd like to understand what's going on. 15-minute call?' Direct CSM offer. DORMANT — last-chance content sent to champion: 'It's been a while — we miss you. Here's what's new since you last logged in.' With a fresh-start onboarding offer.

Configure an in-app personalization on the admin dashboard that varies by account tier. Green: shows expansion roadmap + power-features for healthy growth. Yellow: shows team-engagement health stats + 'invite team members' nudges + use-case templates relevant to slow-adoption rescue. Red: shows direct-CSM-connect button + 'troubleshoot setup' resources prominently. Dormant: doesn't render account-engagement personalization (won't help — the user isn't logging in anyway; reach them via email instead).

Build a tiered journey wired to account-engagement-tiered segment. Branch on account_engagement tier at entry AND re-evaluate weekly. GREEN: Touch 1 monthly — expansion-leaning content to champion. Personalization activates for admin. Touch 2 quarterly — handoff to customer-progress-business-case journey. YELLOW: Touch 1 Day 0 — reactivation content to admin. Touch 2 Day 7 — CSM task to reach out if score hasn't recovered. RED: Touch 1 Day 0 — urgent content + CSM task SAME-DAY. Touch 2 Day 3 — executive-sponsor task if no CSM contact made. DORMANT: Touch 1 Day 0 — last-chance email. Touch 2 Day 14 — final outreach + warning before suppression. Exit on: tier escalation back to green (recovered — log retention_win), subscription_canceled (handoff to post-cancel-winback), or sustained dormancy 60+ days (suppress).

Compose an account-engagement dashboard: tier distribution across the book of business (green/yellow/red/dormant proportions — the health-of-business snapshot), tier-migration trends week-over-week (which direction are accounts moving), ARR-weighted at-risk pile (red + dormant tier sum), red-tier-to-recovered conversion rate (proof the intervention works), and per-CSM tier distribution (some CSMs handle red-heavy portfolios — informs workload balancing). The strategic NRR view for leadership.