ABM Platform Overview

  • Updated

Introduction

The Demandbase ABM Platform is the foundation for executing your ABM strategy. It gives you the capabilities of ABM audience creation, management, activation, and measurement all in one centralized place. This enables you to carry out these key ABM tasks:

Audience Creation and Management

The Audiences page is where you can create and manage your target account lists.

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Creating an Audience

You can quickly build one or more audiences consisting of your target accounts. Each audience might include accounts tied to a specific campaign or initiative, accounts in a particular vertical or company size, or it might be a broader list of target accounts that you are interested in driving through the funnel.

There are two options available to build one or more audiences:

  • Create a new account list: Use this option to let Demandbase artificial intelligence (AI) technology recommend target accounts for you. You can also filter your audience using firmographic data including: employee size, revenue range, industry and location. In addition, you can filter by Intent and Engagement data including: Page Views, With Trending On-site Engagement, Last seen on-site, Intent Keywords and With Trending Off-site Intent. Before you create your audience you also have the option to save this audience account list as a dynamic audience or a static audience. 
    • A dynamic audience is a list of accounts that changes based on behaviors or rules you specify. What makes the audience dynamic is that the accounts included in the audience change as criteria are met. For example, if you specify that you only want accounts that have visited your web page in the last 30 days, then as time passes, only the accounts that fit that criteria will be included in the audience list. See Working with Dynamic Audiences to learn more about working with Dynamic Audiences.
    • A static audience is a list of accounts that have met your initial criteria but do not change over time. 
  • Use an existing account list: This option lets you upload your existing list of target accounts in CSV file format or import target accounts from your CRM data.

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Your Demandbase Profile

You can build a Demandbase Profile for your organization. Your Demandbase Profile is the set of inputs that Demandbase uses to identify and prioritize target accounts. The information you enter provides Demandbase Artificial Intelligence and machine learning technology the input needed to learn from and generate your recommended accounts. Demandbase can then find specific types of companies, as well as companies that look like your ideal customer.

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Demandbase looks for companies that:

  • Employ your ideal buyers
  • Make personal investments in certain roles
  • Have specific interests that are important to them
  • Have bought from companies like yours before
  • You have mutual connections with

Once you set up a profile you can use it across the ABM Platform.

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Audience Filters

You can use the filters on the Audiences page to search for:

  • A specific audience or account.
  • A specific profile.
  • The date the audience was created.
  • The person who created the audience.
  • The audience source. 

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Managing Your Audiences

Once you've created an audience you can see metrics such as the total number of accounts, how many have visited or engaged on the website, and the total number of page views. You can use this information to guide further refinement and usage of the audience.

Audience Data Analysis

ABM Analytics

From within an audience you can use the ABM Analytics tab to see a complete view of your marketing performance with data from across the sales and marketing funnel. Here are some specific ways you can use this tab.

  • View intent insights for accounts across the entire platform.
  • Filter any audience by firmographic, behavioral or intent data.
  • Use audience-level statistics to drive territory-planning and resource allocation.

Put that performance in context by comparing any two audiences to measure their relative progression rates through the funnel. You can use this data to analyze your results and measure the success of your ABM tactics so you can determine the right actions to take next.

  • Click the Show Control Group Accounts checkbox to show the comparison audience metrics. The Control Group Audience is automatically populated with accounts that closely resemble the ones in the primary audience - based on industry, size, and web domain suffix. If you have integrated your CRM into the Demandbase ABM Platform, then the Control Group accounts will be sampled from amongst your CRM accounts.
  • If you want to compare this audience to a different audience, click Compare to a Different Audience button to take you to the ABM Analytics page where you can select a different comparison audience. 

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Website Activity

On the Website Activity tab you can view the following website activity details.

  • Total sessions and pageviews.
  • The last time a user from that audience was on your site.
  • How this activity has changed over time.

You can also see which specific content is being consumed by accounts in the audience.

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Firmographics

On the Firmographics tab you can view account traffic ranked by industry, revenue and employee size for the audience. This gives you a top-level view of account engagement by vertical that you can use for further granularity in your segmentation. Especially if the audience was generated by Account Selection, you’ll want to understand more about the makeup of the audience. What kinds of industries are in it? What revenue ranges or employee sizes? All of this information helps you to make decisions about how best to market to the audience.

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Account Location

On the Account Location tab you can see where your accounts are concentrated, and build your marketing and sales territories around those areas that are most densely populated with your highest value accounts.

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ABM Analytics Page

You use the ABM Analytics page to view side-by-side comparisons of any of your audiences. This helps you to put the performance of an audience in context by using a control group to better understand the effectiveness of your ABM tactics. You can:

  • Compare verticals, or regions, or accounts that have been exposed to particular marketing activities versus those that haven’t.
  • Classify accounts into segments that have not progressed to the next stage, and generate new actionable audiences to optimize performance.
  • 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.

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

The ABM Analytics page features account stage performance data to reveal audience progression through the funnel and to expose opportunities for improvement. You can use these snapshot metrics to get a quick update on the status of an audience for the time period you set. Here are some details on the type of data you can access.

  • Show progression rates to the next stage: Click this checkbox to show the metrics for the accounts as they progress through each stage of the funnel.
  • Show account stage drop-off: Click the checkbox to view how many accounts are dropping off between different stages of the funnel as well as see the percentage of accounts that have visited your website but are not engaged.
  • View the progression of the audience through the funnel by percentage or number.
  • Control Group Accounts List: Use this default list to compare against your audience.
  • All Accounts: The number or percent of accounts.
  • More likely to visit your website: The audiences that have visited your website at least once within the given time period.
  • More likely to be engaged on your website: How many accounts have had at least 3 web sessions within any 30-day window in the given time period.
  • More likely to convert on website: How many accounts have had 1 onsite conversion (form fill) within the given time period.
  • More likely to convert to an opportunity: How many accounts have had at least 1 opportunity generated in the given time period or had open opportunities at the start date of the given time period.
  • The More than likely to close: How many accounts have had at least 1 opportunity that is Closed/Won status in your CRM during the given time period.

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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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Filter by Opportunity Report

You can restrict the opportunities used in ABM Analytics to that particular opportunity report by selecting the Filter results by Opportunity Report checkbox.  Using this option allows you to to customize which sales opportunities are included in your reports and analytics. After you select this checkbox you select the opportunity report you want to filter from the drop-down list. 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.

Recommended Use Cases

The table below lists common use cases for ABM Analytics.

Use Case Type Description
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.

Systems Integration

Demandbase ABM Platform integrates with 3rd party analytics systems such as Google Analytics or Adobe Analytics. It also integrates with Salesforce CRM. This lets you easily connect account-based data to your existing systems for better ABM insights and efficiency.

How it Works

Once you deploy Demandbase Tag on your website and complete the set up for your 3rd party tools, Demandbase will match visitors' IP addresses, domains, and cookies to account data in its database. It will also identify non-human, bot IP traffic. It will then return the data to your analytics and CRM system.

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Web Analytics Integrations

You set up integration of your organization's 3rd party analytics tool to turn it into a powerful ABM measurement engine by adding an account-based layer of data from Demandbase.

Basic Set Up Steps

Your Demandbase implementation team will initiate the set up by creating a Demandbase Connector for your specific 3rd party analytics system. You then follow these basic steps to complete the set up.

  1. You log in to the Demandbase ABM Platform and edit the mapping of Demandbase Attributes to your analytics tool dimensions as needed.
  2. Demandbase will review your mapping changes and contact you when the Connector is ready to use.
  3. You then access account-based reports in your 3rd party analytics system and customize the reports as needed using custom variables and key metrics.

Custom Variables and Key Metrics

Within your 3rd party analytics tool you can set up custom variables and track key metrics by segment to give you the specific data reporting you need. Here are some examples:

Custom Variable Examples

  • Industry
  • Company Size
  • Revenue
  • Account Status

Key Metric Examples

  • Traffic
  • Bounce Rate
  • Conversion

Starter Pack Reports for Google Analytics

Demandbase provides a Starter Pack of 5 pre-configured reports for Google Analytics. You can customize each report within Google Analytics to meet your specific reporting needs.

Report Name Description
Visitor Composition Report Answers questions about who visits your site.
Acquisition Report Helps you define your visitor acquisition strategy.
Engagement Report Tells you which content is being consumed.
Sales Enablement Report Helps you learn more about target prospects.
Conversions Report Lets you measure the effectiveness of your digital marketing.

Salesforce CRM Integration

You can set up integration with Salesforce.com to automate the importing and exporting process of .csv files so you can use your CRM data to create Audiences within the ABM Platform. You configure this integration from the Setup tab in the ABM Platform.

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