ABM Analytics Overview

  • Updated

Introduction

ABM Analytics surfaces account-based performance metrics across different stages of the funnel for any audience, allowing you see the progression of your most valued accounts. With ABM Analytics, you get a complete view of your marketing performance with data from across the sales and marketing funnel.

You can put that performance in context by testing the effectiveness of your marketing spend with side-by-side comparisons of audiences. For example, you can compare verticals, or regions, or accounts that have been exposed to particular marketing activities versus those that haven’t. You can also classify accounts into segments that have not progressed to the next stage, and generate new actionable audiences to optimize performance.

You can also measure and monitor the impact of ABM on your most valued accounts and diagnose challenges in your customer journey, and take action to improve performance.

See How It Works

Click the links below to learn more about using ABM Analytics.

Working with the ABM Analytics Dashboard

Use the ABM Analytics Dashboard to see audience progression through the funnel and to expose opportunities for improvement. Select a primary audience and another audience you want to compare it with. If you don't have another audience set up to compare to your primary audience you can select a Control Group Accounts audience which is automatically populated with accounts that closely resemble the ones in your Primary Audience – based on industry, size and domain suffix. If you have connected to your CRM, the Control Group Accounts will be populated from accounts within it.

Snapshot Metrics

Use snapshot metrics on the left side of the dashboard to get a quick update on the status of an audience.

  • Total Won is the combined dollar amount of all opportunities that have been closed/won within the given time period.
  • Opportunity Close Rate is the percentage of opportunity stage accounts that are closed/won within the given time period.
  • Total Pipeline is the sum of opportunity amounts across all open opportunities.
  • Average Deal Size is the average revenue per closed opportunity. 

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Account Stages

Use Account Stages to view the progression of the audience through the funnel.

  • Select the Show progression rates to the next stage checkbox to view the progression rates for each stage.
  • Select the Show Account Stage Drop-Off  checkbox to view the number and percentage of accounts that HAVE NOT progressed from one stage to the next in ABM Analytics. Similar to the current Account Stage drill-down, users can click on the drop-off number to see a list of all relevant accounts.

Tip

Click the % or # buttons to view the accounts by percent or by number.

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Stage Descriptions

1. All Accounts Stage: is the number or percent of accounts in each of the selected audiences. If you are comparing percentages, this will automatically be normalized to 100% for both audiences.

2. Visited Website Stage: is the number or percent of accounts in the selected audiences that have visited your website at least once within the given time period.

3. Engaged on Website Stage: is the number or percent of accounts in the selected audiences that have had at least three web sessions within any 30-day window in the given time period. You have the option of customizing the definition for this account stage. This gives you the flexibility to set parameters that make sense for your particular business.

4. Converted on Website Stage: is the number or percent of accounts in the selected audiences that have had one onsite conversion (form fill) within the given time period. You have the option of customizing the definition parameters for this account stage. This gives you the flexibility to set parameters that make sense for your particular business.

5. Opportunity Stage: is the number or percent of accounts in the selected audiences that have had at least one opportunity generated in the given time period or had open opportunities at the start date of the given time period.

6. Win Stage: is the number or percent of accounts in the selected audiences that have had at least one opportunity closed/won in the given time period.

Identifying Areas of Opportunity

ABM Analytics helps you identify areas of opportunity. On the ABM Analytics dashboard you can view the percent (or number) of the accounts that are moving to the next stage, and depending on how that stacks up against your comparison group, this can act as a diagnostic engine for your program.

Tip

To see the specific accounts included in each stage, click the link included for that stage.

For example, if you are seeing a group of accounts on your website that are not engaging with your content, there may be specific things that aren’t happening. The users may be arriving and bouncing, or, they may only have a single user that is on your website. Or, the users may be visiting sporadically, rather than in concentrated periods of time. Each of these situations lends itself to a particular action, whether it be advertising for unaware accounts, personalization for unengaged accounts, or sales insights for accounts that aren’t closing.

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Filter by Opportunity Report

You can restrict the opportunities used in ABM Analytics to a particular opportunity report by selecting the Filter results by Opportunity Report checkbox. Using this option allows you to customize which sales opportunities are included in your reports and analytics.

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After you select this checkbox, select the opportunity report you want to filter. You can create a new opportunity report in Salesforce that matches your exact use-case, and then add the report to the Opportunity Reports Manager via direct integration or CSV upload.  Opportunity Reports Manager is a tool in the ABM Platform that allows you to customize which sales opportunities are included in your reports and analytics. To access the Opportunity Reports Manager, click the Manage opportunity reports link in the drop-down list.

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Learn More

To learn more about Opportunity Reports Manager, see Working with Opportunity Reports Manager.

Filter Pre-Existing Opportunities

ABM Analytics has the option to include or exclude already opened opportunities which provides you with a more accurate picture of your account-based performance metrics across different stages of the funnel for a particular audience. When you select the Include already opened opportunities checkbox, accounts with opportunities before the start date (that are still opened or closed after the start date) will be included. Otherwise, only opportunities between the start and end date will be included. 

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Recommendations for Using ABM Analytics

Here are some recommendations for how you can use ABM Analytics in your organization.

  • Understand the Impact of Account-Based Marketing: Monitor the health of your ABM strategy by examining the progress of your most valued accounts through the buying cycle.
  • Compare Audiences: Compare audiences with different revenue ranges, employee sizes or verticals to understand how your segments perform at any stage of the funnel.
  • Compare Vendors: Test the effectiveness of your marketing spend by exposing different audiences to different vendors’ solutions to see which produce better results.
  • Understand the Incremental Impact of ABM Programs: Compare audiences that have been exposed to your ABM activities to those that haven’t.
  • Take Action: Create new audiences from the accounts that are not progressing, and activate them to drive awareness, engagement or conversion.
  • Build Credibility: Share intuitive and transparent reports showing progress through the buying cycle and impact on revenue.

Steps for Using ABM Analytics

1. Select a Primary Audience

Select a primary audience by completing the following:

  • From the ABM Platform home page, select the ABM Analytics tab.
  • Select an audience from the Primary Audience drop-down list.
  • Select if you want to filter results by Opportunity Report by clicking the Filter results by Opportunity Report checkbox. 
  • If you want to include already opened opportunities, click the Include already opened opportunities check box. 

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2. Select a Comparison Audience

Select an audience to compare against your primary audience from the Comparison Audience drop-down list. For example, you may want to compare this year's ad campaign to the same ad campaign you ran last year.

Tip

If you don't have a comparison audience built yet, use the Control Account audience that Demandbase auto-generated for you. The Control Group Accounts audience is built by looking at accounts in your CRM system that are similar to your primary audience based on firmographics such as: size, revenue, industry, and geography. If you want to see the accounts that make up the Control Group click the Export Control Group Accounts link to download the accounts to a CSV file. 

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3. Select a Date Range

Select a start date and end date for both audiences. 

Tip

If you want to set independent date ranges for your primary and comparison audiences, uncheck the Use same date for both audiences check box. For example, you may want to see how an audience performed over two different time periods such as how a vertical performed last quarter versus this quarter.

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4. Compare Audiences

Click the Compare button to generate comparison data for both audiences.

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5. Analyze Results

Analyze the results of your audience comparison by reviewing the metrics that display on the ABM Analytics Dashboard.

Tip

If you want to share the results with others click the down arrow next to Share Report, and then click Copy Report Link to copy the report link to your computer's clipboard or, export the report to a PDF file by clicking Export to PDF.

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