Engagement Maturity Assessment
Not sure where your brand stands? Take the 2 minute maturity assessment to uncover your growth stage.
Overview
Marketing has changed. Consumers are harder to reach, loyalty is harder to earn, and internal pressure to show ROI has never been greater. Yet too many teams are stuck in a cycle of one-off campaigns, disconnected tools, and reactive execution.
The Engagement Maturity Model exists to solve this. It’s a strategic framework created by Komo to help brands and agencies understand where they are in their engagement journey, where they’re stuck, and how to evolve toward sustained, compounding growth.
Instead of jumping from one disconnected activation to the next, this model reveals the five distinct stages of engagement maturity. Each stage highlights specific behaviors, tools, and limitations—and what’s required to progress. It’s designed not just to diagnose, but to guide: from sporadic campaigns to orchestrated engagement systems that build loyalty, deliver zero-party data, and demonstrate real ROI.
For brands, the benefit is clarity: clarity on where effort is wasted, where opportunities are being missed, and how to build an always-on, marketer-controlled system that performs. For agencies, it’s a framework to scale value across clients while reducing execution complexity.
Whether you're a CMO, brand marketer, or digital strategist, the Engagement Maturity Model gives you a shared language, a roadmap, and the tools to move from fragmented to formidable.
Why this matters now
Traditional engagement strategies were built for a different era—one where attention was easier to earn, timelines were slower, and data was optional. That world is gone.
Today’s customer expects more
Experiences they can shape, not just passively consume
Value in exchange for their time and attention
But most teams are stuck:
• Using disconnected tools for each engagement
• Manually recreating similar campaigns over and over
• Unable to personalize in real-time or measure ROI meaningfully
• Relying on dev, IT, or agencies for even basic updates
This model was built to solve that.
The Engagement Maturity Model helps brands and agencies:
• See where they’re operating today—objectively, not optimistically
• Understand the cost of the current model—in time, dollars, data, and impact
• Chart a clear, practical path to better—one that’s achievable, scalable, and fast
It also connects directly to Komo’s approach—showing how always-on delivery, speed to impact, and participation-powered insight work together to power the next era of marketing.
You don’t need to overhaul everything. You just need to know where to start—and what to do next.
That’s what this guide is for.
Meanwhile, competitors who modernize will:
• Capture valuable zero-party data
• Activate audiences across every touchpoint
• Respond in real time
• Prove ROI while the campaign is still running
It’s not about doing more. It’s about doing differently.
• No more silos between events, digital, and CRM
• No more guesswork about what worked
• No more one-off effort with no long-term gain
The organizations that move up the curve will become:
• Faster to launch
• Smarter in strategy
• Stronger in impact
And they won’t need to trade control for complexity. With the right system, they can move fast and stay flexible.
That’s the promise of maturity. And it starts here.
Why engagement maturity really matters
This isn’t just a model for marketers. It’s a framework for how modern organizations build value over time.
At its core, engagement maturity is about building momentum. About turning every moment of interaction—before, during, and after a campaign—into something that compounds. Not resets. That’s not just a structural improvement. It’s a philosophical shift: from outputs to participation, from attention to utility, from “how many?” to “what’s next?”
Instead of seeing each campaign as an end in itself, mature teams ask:
• How will this connect to what came before?
• What will this unlock for what comes next?
• How does this move us closer to knowing, engaging, and activating our audience?
That’s the difference between effort and impact. And that’s what the Engagement Maturity Model is here to unlock.
LEVEL 0
Unstructured Campaigns
What It Looks Like
At this stage, engagement efforts are reactive, inconsistent, and often siloed. Campaigns are typically launched in response to urgent requests, and there’s no unified system or repeatable process.
• Tactics are driven by short-term needs, not long-term strategy
• Different teams (events, digital, CRM) operate independently
• No shared view of the customer journey
• Little to no post-campaign insight or data capture
Common Tools
• Email blasts
• One-off landing pages
• Basic social posts
• Google Sheets, PDFs, or spreadsheets to manage assets
Strategic Limitations
• No ability to personalize engagement
• No feedback loop from engagement to CRM or customer profile
• High effort, low return
• Campaigns fade as quickly as they launch
Opportunity with Komo
This is where Komo delivers its fastest wins:
• Use pre-built, proven campaign templates to launch quickly
• Deliver interactive, on-brand experiences in hours, not weeks
• Start capturing zero-party data immediately—without needing dev or IT
LEVEL 1
Isolated Campaigns
What It Looks Like
Teams at this level have moved beyond chaos—but not far. Engagement efforts are still mostly one-off, built around individual campaign briefs with little connection between them.
• Campaigns are planned in isolation, often owned by different functions or teams
• Experiences are built manually, often from scratch, each time
• Data collection is minimal or stuck in disconnected systems
• There’s a sense of effort without momentum—high input, limited reuse
Common Tools
• Standalone microsites or landing pages
• Survey and contest tools
• Agency-built activations
• Email marketing platforms with limited integration
Strategic Limitations
• Campaigns are expensive to produce and hard to scale
• No data is carried forward—each activation starts from zero
• Learning is limited; little insight is captured and reused
• Engagement is surface-level, not connected to the customer journey
Opportunity with Komo
This is where Komo starts to replace the patchwork.
• Consolidate fragmented tools into a single engagement platform
• Reduce reliance on agencies or dev work for every campaign
• Build and reuse templates, reducing time and cost per activation
• Start linking engagement efforts to outcomes—data, leads, loyalty
LEVEL 2
Repeatable Activations
What It Looks Like
Teams at this stage have begun to introduce structure. They’re reusing some assets and templates, and engagement is no longer entirely one-off. There’s a growing recognition that systems—not just campaigns—are needed
• Some automation is in place, often driven by CRM or marketing workflows
• Reusable templates or formats have been developed, but often ad hoc
• Engagement data is being captured—but rarely centralized or activated
• Campaigns are launched more easily, but personalization is still limited
Common Tools
• Form builders and templated microsites
• CRM platforms with basic automation (e.g., HubSpot, Salesforce)
• Loyalty or rewards plug-ins
• Point solutions for surveys, UGC, or polls
Strategic Limitations
• Engagement remains shallow and mostly transactional
• Personalization is basic or manually driven
• Data is fragmented across tools and not actionable
• Launching still requires cross-functional coordination and approvals
Opportunity with Komo
This is where Komo starts to amplify value.
• Create truly reusable engagement blueprints—with logic, scoring, and triggers baked in
• Centralize and activate zero- and first-party data across campaigns
• Deepen participation through gamified, personalized experiences
• Give marketers full control over launching, optimizing, and iterating
LEVEL 3
Integrated Engagement Loops
What It Looks Like
At this stage, engagement is no longer campaign-bound—it’s connected. Teams are beginning to run always-on experiences, with multiple touchpoints feeding data into centralized systems. Participation is no longer the end goal—it’s the input for what comes next.
• Campaigns are linked across time and channels
• Data flows into CRM or CDP to inform follow-ups and personalization
• Participation triggers other actions—email flows, loyalty offers, tailored content
• Marketing, loyalty, and CX teams start to coordinate through shared systems
Common Tools
• Marketing automation platforms
• CRM and CDP integrations
• Email and SMS platforms
• Experience platforms with branching logic or event triggers
• In-house dashboards and reporting tools
Strategic Limitations
• System complexity slows down iteration
• Teams still rely on developers, agencies, or IT to launch or optimize
• Coordination is manual—insights exist, but aren’t always actionable
• Scaling engagement loops requires more control than teams currently have
Opportunity with Komo
Komo helps teams at this level reclaim speed without sacrificing sophistication:
• Let marketers fully own launch, testing, optimization, and rollout
• Use real-time participation data to drive dynamic experiences
• Launch connected journeys across channels without dev bottlenecks
• Combine zero-/first-party data with CRM/CDP systems to inform next best actions
LEVEL 4
OS-Powered Engagement System
What It Looks Like
This is the final stage—where engagement is no longer just a campaign output, but an always-on system owned by the marketing team. Every interaction is connected, personalized, and measurable. Data flows in both directions: powering decisions and improving experiences in real time.
• Engagement is orchestrated across the lifecycle—not just in bursts
• Campaigns are personalized dynamically using zero- and first-party data
• Marketers can launch, test, and optimize without tech dependencies
• Participation data fuels segmentation, loyalty, and next best action models
Common Tools
• Komo Engagement OS
• Real-time personalization engines
• CDPs with unified profiles
• Campaign orchestration tools owned by marketing
Strategic Limitations
• Most brands never reach this level with their current stack
• Complexity, cost, and reliance on multiple vendors create friction
• Teams may default back to tactical work if systems aren’t truly marketer-owned
Opportunity with Komo
Komo powers the transition from coordination to control.
• Build and run personalized, always-on engagement across the lifecycle
• Capture zero-/first-party data through experiences—not just forms
• Turn participation into profiles, triggers, and action
• Run faster, more relevant campaigns—without the lag of traditional tools
Level 0: Unstructured Campaigns
• We launch campaigns in response to internal requests or external deadlines
• Engagement is reactive and not tracked in a unified system
• Different teams run activations independently with no coordination
• We don’t capture meaningful data, or it lives in spreadsheets
If this sounds like you → Start with templates, centralize execution, and launch your first interactive campaign.
Level 1: Isolated Campaigns
• Campaigns are more intentional, but still disconnected
• We often rebuild from scratch, with no reuse or learning
• Tools and data are siloed; we don’t know what’s working
If this sounds like you → Focus on template reuse, cost reduction, and connecting campaign results to systems.
Level 2: Repeatable Activations
• Some automation exists, and we reuse a few formats
• Data capture is better—but it’s not centralized or actionable
• Personalization is basic, and coordination is still manual
If this sounds like you → Centralize your data, personalize using participation, and test multi-step journeys.
Level 3: Integrated Engagement Loops
• Engagement is connected, not campaign-bound
• Data informs personalization, but launching still takes time or technical help
• Teams rely on ops or IT to execute even small changes
If this sounds like you → Reclaim control. Streamline your tech stack and enable marketers to launch, personalize, and react in real time.
Level 4: OS-Powered Engagement System
• We run always-on, personalized engagement across the customer journey
• Campaigns drive participation, participation drives data, and data powers action
• Marketing owns execution—and outcomes
If this sounds like you → Keep optimizing, scale the system org-wide, and focus on tying engagement to revenue and loyalty metrics.
Engagement Maturity Assessment
Not sure where your brand stands? Take the 2 minute maturity assessment to uncover your growth stage.
Sales
• Get access to deeper behavioral insights and engagement signals
• Identify warm leads and prioritize outreach based on real participation
• Align sales plays with actual customer interests—not just demographics
Loyalty & CRM
• Improve targeting with zero-party data captured from engagement
• Deliver personalized rewards and journeys that reflect real behavior
• Increase program adoption with more interactive, dynamic experiences
Strategy & Insights
• Understand what activations truly work—not just what’s been launched
• See cross-campaign performance trends to inform next quarter’s focus
• Validate investment in channels, formats, and timing based on data
IT & Development
• Reduce campaign execution load and dev dependencies
• Free up internal teams from ad hoc requests and microsite builds
• Lower risk and operational cost through standardized, secure systems
Want a tailored roadmap?
Book a free Maturity Discovery Workshop with Komo. In just 30 minutes, we’ll:
Review your current engagement stack
Unpack your maturity score (if you’ve taken the assessment)
Identify your fastest wins and biggest unlocks
