Solutions to Use
- Demandbase ABM Platform (Required)
- Targeting Solution (Required)
Overview
After running an account-based ad campaign using the Demandbase Targeting Solution, your next step should be on measuring success. You’ll want to focus on the business results of your efforts with metrics that are relevant for B2B and ABM. Use the campaign reporting available inside the Targeting Solution to get performance metrics for your ad campaigns. Here are some guidelines and steps to get you started.
Topics
KPIs to Track
Here are the KPIs we recommend you use to measure your account-based ads. These are all available from within the Targeting Solution campaign reporting page to view and track progression through the pipeline.
Awareness KPIs
Use these KPIs to track the performance of your ads for top-of-funnel prospecting and new-market entry.
| KPI Metric | Description | Benchmark | Next Steps to Optimize |
|---|---|---|---|
| Reached | Accounts that have been served at least one impression during the campaign | 75% or greater | If Reach is < 90%: Make sure accounts are reachable and campaign runs for longer duration |
| Visited | Accounts that have been to your website during the campaign | Varies greatly by campaign and geography |
If Visited is > 75% but CTR is < .03%: Personalize homepage to mirror offsite experience/message to drive higher onsite engagement. If Visited is < 40%: Use Account Selection to help identify in-market accounts and possible reevaluate creative messaging. |
Pipeline KPIs
Use these KPIs to track your ad campaign pipeline generation and acceleration to help improve close rates and ACV.
| KPI Metric | Description | Benchmark | Next Steps to Optimize |
|---|---|---|---|
| Engaged | Accounts engaged short-term that have met your definition of website engagement |
25-30% or greater for 3-month campaigns |
If Engagement is < 30%: Use personalization on landing page and homepage to help drive increased engagement If Engagement and Visited are similar and are < 50%: Increase impressions per account |
| Opportunity | Long-term opportunity generation: accounts with at least one new CRM opportunity created since the campaign began | This varies greatly depending on many different factors |
If Opportunity = 0: Ensure accounts are in-market (Account Selection) and enable sales via Conversion If Opportunity is > 25%: Look to remove these accounts from the campaign and add into a nurture campaign with different messaging. Also ensure sales is leveraging Conversion to provide timely insights. |
Customer KPIs
Use these KPIs to track your ad performance for retention, upselling, and cross selling.
| KPI Metric | Description | Benchmark | Next Steps to Optimize |
|---|---|---|---|
| Opportunity | Long-term opportunity generation: accounts with at least one new CRM opportunity created since the campaign began | This varies greatly depending on many different factors |
If Opportunity = 0: Ensure accounts are in-market (Account Selection) and enable sales via Conversion If Opportunity is > 25%: Look to remove these accounts from the campaign and add into a nurture campaign with different messaging. Also ensure sales is leveraging Conversion to provide timely insights. |
| Won | Closed-Won rate: Accounts with at least one CRM opportunity that has progressed to Closed Won since the campaign began | Varies greatly depending on many different factors |
|
Additional Metrics
Here are additional metrics you can track from within the Targeting Solution campaign reporting.
| Metric | Description | Benchmark | Next Steps to Optimize |
|---|---|---|---|
| Clicked | Accounts that have clicked your ad | At least 25% | |
| Converted | Accounts that have visited at least one conversion page | This varies greatly based on who you are targeting, what your forms look like, and where they are in the sales cycle | If your campaign has been running for more than 6 months: Ensure different sales enablement (Conversion) and nurture tactics are set up to improve funnel velocity and increase closed won. |
| CTR | Click-through-rate: The ratio of the number of clicks divided by the number of impressions served | 0.04 - 0.06% | If CTR is < .04%: Use personalization to improve CTR and onsite engagement |
| CPC | Cost per click: The total amount you paid for the campaign divided by the number of clicks | This varies greatly per campaign | |
| Conversions | Number of visits to conversion pages | This varies greatly depending on many different factors |
If Conversion is < 5%: Use Demandbase Forms to smooth the path by reducing form fields If Engagement is > 75% but Conversions is < 5%: Look to understand where conversion points are, what content should be gated vs not and test out 1 to 4 fields in a form |
| Cost Per Conversion | How much your organization paid for each account that converted to a lead | This varies greatly depending on many different factors | |
| Effective CPM | Effective cost per thousand impressions | ||
| Lift |
Lift is the number or percent of accounts with increased page views from the baseline period to the campaign period. You can have 2 types of lifted accounts:
|
30% |
If Lift is < 30%: Review campaign KPIs/metrics to determine cause. Review assets (audience, creative, landing page) to ensure ABM best practices are implemented.
|
Campaign Objective-Based Guidelines
Use these recommendations for audiences, budget, creative, and KPIs based on your campaign objectives.
| Objective | Audience | Budget ($/account/ month) | Creative | KPIs |
|---|---|---|---|---|
|
Awareness: Top-of-funnel prospecting, New-market entry |
Account Selection Firmographics |
$15 - $35 | Broad value prop |
Accounts Reached Accounts Visited |
|
Pipeline: Generation, Acceleration, Improve close rates, Improve ACV |
CRM Account Selection |
$35 - $75 |
Tailored value prop Call-to-action |
Short-term: Engaged accounts Long-term: Opportunity generation |
|
Customer: Retention, Up-sell / Cross-sell |
CRM Account Selection |
$15 - $25 |
Product messaging Case studies |
Opportunity generation Closed-won opportunities |
Viewing KPI Metrics
In this video we provide you with a high level overview of the Targeting Performance Dashboard. The dashboard shows you what you can measure when running an advertising campaign with Demandbase. With the Targeting Performance Dashboard, you have visibility into the advertising metrics important in measuring your account-based advertising campaigns. This includes traditional metrics like impressions and CTR, but also cost per account visited and cost per account engaged.
Steps
Log in to the ABM Platform and follow these steps.
- Navigate to Targeting, then click the checkbox for the campaign you’d like to view. Select multiple campaigns at once to view consolidated metrics across all of them.
- Click the blue arrow to expand the reporting view for the campaigns you selected.
- From the Stages tab take a look at the Cost per Account Visited, and Cost per Account Engaged metrics.
- Adjust the Date Range in the filters section on the upper right side of the page to drill down into a specific time period.
- Apply other filters as needed.
- Click the Performance tab and review high level metrics including Accounts Reached, Lifted Accounts, Accounts new on site and Accounts clicked.
- Next go to the Creatives tab to view the top creative by impression delivery.
- Take a look at the Publishers tab to see who your top publishers are.
- Use the Export option to share your results in CSV or PDF format.
You can also use ABM Analytics in the ABM Platform to analyze campaign performance against Control Accounts or custom audiences for more in-depth insights and ROI reporting. See this section to learn how.
Demandbase One