Analyze Buying Groups in Heatmaps

Use Heatmaps to identify, analyze, and interpret Buying Group engagement patterns and optimize targeting strategies.

The visual view of engagement helps you spot un-engaged buying groups or specific personas that may need additional targeting or nurturing to help move deals forward.

Prerequisites to Analyze Buying Groups in Heatmaps

You must create at least one buying group. See Define and Manage Buying Groups.

Analyze Buying Groups in Heatmaps

To analyze buying groups and their personas in Heatmaps:

1. From the navigation bar, go to Analytics > Engagement > Heatmap.
2. In the Rows drop-down, select Ideal Buying Groups to view all groups or choose a specific filtered buying group.
3. In the Columns drop-down, select Personas to compare persona engagement across the selected buying groups.
   Tip: You can also swap Rows and Columns.
4. View engagement for each persona within a buying group, along with total engagement for each persona across all buying groups. Alternatively, view buying group engagement by persona, with total engagement for each buying group.

To analyze buying groups or personas against other criteria:

1. From the navigation bar, go to Analytics > Engagement > Heatmap.
2. In the Rows drop-down, select Ideal Buying Groups to view all groups, a specific filtered buying group, or Personas.
3. Select any criteria in the Columns drop-down.
   Tip: You can also swap Rows and Columns.
4. Analyze how your selected data sets interact. The heatmap shows engagement values for each combination of criteria, along with total engagement values for each column.