Analyze Buying Groups in the Engagement Heatmap

Use the Engagement Heatmap to identify, analyze, and interpret Buying Group engagement patterns and optimize targeting strategies.

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

Prerequisites

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

Filter Engagement Data by Buying Group Activity

You can filter engagement data by selecting one or more buying groups using the Buying Groups filter.

1. From the navigation bar, go to Analytics > Engagement.
2. Click More Filters.
3. Under Engagement, click Buying Groups.
4. Select [Object] activity to filter for: Account, Person, or Activity.
5. Select one or more buying groups.
6. Click Apply Filter.

Analyze Buying Group on Heatmap

To analyze buying groups and their personas:

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.

Analyze Buying Group Data on Table

To filter data in the engagement table:

1. Select a cell, row header, or column header to filter the data displayed in the accompanying table. 
   Tip: You can select multiple headers.
2. Go to the table to see the updated results.
3. Click the selected item again to revert the table to its original view.