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.
Click the links below to learn more about using ABM Analytics.
- Working with the ABM Analytics Dashboard
- Recommendations for Using ABM Analytics
- Steps for Using ABM Analytics
- Playbook: Steps to Measure Funnel Performance (PDF)
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.
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.
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.
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.
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.
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.
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.
3. Select a Date Range
Select a start date and end date for both audiences.
4. Compare Audiences
Click the Compare button to generate comparison data for both audiences.
5. Analyze Results
Analyze the results of your audience comparison by reviewing the metrics that display on the ABM Analytics Dashboard.