December 2019 Product Update

  • Updated

Overview

This article provides you with a summary of the latest product enhancements for December 2019. Click the links below to learn more.

ABM Analytics

Targeting Enhancements

ABM Analytics Enhancements

Control Group Visibility

What it is: Control groups are a great way to measure the impact of a marketing campaign on an audience of accounts that it has targeted. By comparing the target audience to a control group of similar accounts that were not targeted, you can perform an “A/B test” for your marketing campaign. Now, ABM Analytics offers more visibility into these comparisons by allowing you to export the control group accounts into a CSV using the Export Control Group Accounts link on the ABM Analytics page.

export_control_accounts_final.png

Learn More

To learn more, see Getting Started with Control Groups and Control Group FAQs sections below.

What it solves: In order for control groups to be a useful mechanism for measuring the impact of a marketing campaign or strategy, you must be able to understand the accounts that comprise the control group. This is especially true when the control group was automatically generated, as is the case in ABM Analytics. Without this visibility, you cannot be sure the measured differences between the two sets of accounts are because of the campaign or because of how the control group was built.

Now, you can view all the accounts included in each audience control group via CSV export using the Export Control Group Accounts link on the ABM Analytics page. The CSV report provides transparency into the accounts used in the control group, including the firmographic information used to select accounts for the control group. You can see the similarities and relevance of the control group to their target audience. 

When is it available?: Now

Getting Started with Control Groups

Follow the steps below to export control group accounts to a CSV file.

  1. Log in to the ABM Platform.
  2. Click ABM Analytics.
  3. Run a comparison audience query.
  4. Once the query is finished, click the Export Control Group Accounts link to export a CSV file of the Control Group Accounts to your computer. 
    export_control_accounts_final.png
  5. View the accounts in the Control List Export CSV file. A sample CSV file is shown below.

control_group_list.png

Control Group FAQs

 Click the links below to learn more about working with Control Groups.

Q: What is a Control Group?

A: A Control Group is a set of accounts that are similar to the accounts in a target audience. No account in the Control Group appears in the target audience. This means if you are testing a marketing strategy at a target audience of accounts (for example, an advertising campaign or an email marketing campaign), you can measure the effectiveness of the campaign by comparing the target audience after the campaign has run against the control group. Since the accounts are similar, the differences between the target audience and the Control Group can be attributed to the impact of the marketing strategy.

Q: What kind of differences am I looking for between the target audience and the Control Group when measuring the effectiveness of my marketing strategy?

A: All marketing strategies have the goal of moving your target accounts closer to revenue. An effective marketing strategy is one in which the target audience has more accounts in the later account stages than the control group. More accounts that are engaged onsite, more accounts with opportunities, and more accounts with closed/won opportunities in your target audience compared to the control group mean that your marketing efforts are working.

Q: How are Control Groups built?

A: A Control Group is automatically built for every audience in the Demandbase ABM Platform. For each account in an audience, a similar account with the same industry, size, and geography (but not in the audience) is randomly sampled to be added to the Control Croup. If you have automatically synced your CRM with the Demandbase ABM Platform, we will try to sample the Control Group account from within your CRM. If we cannot find any accounts in your CRM that are similar to the accounts in the target audience, we will sample the account from our full company database.

Q: Can I change my Control Group?

A: No, not directly. Control Groups must be kept in sync with the target audience. You can, however, build your own Control Group, upload it to the ABM Platform as an audience, and then compare the two audiences in ABM Analytics.

Dashboard Metrics: Total Pipeline and Average Deal Size

What it is: ABM Analytics is a powerful tool for measuring the revenue impact of marketing campaigns on target audiences. By integrating directly into your CRM, ABM Analytics identifies all sales opportunities that were opened and closed at accounts within a target audience during the campaign, allowing you to better understand how the campaign is driving real business value. In addition to revenue, ABM Analytics now reports on the Total Pipeline Amount and Average Deal Size (Average Contract Value or ACV) created in the target audience.

dashboard_metrics_final_final.png

Learn More

What it solves: Understanding the revenue impact of marketing campaigns is crucial for optimizing marketing strategies, but sales opportunities created at target accounts can take months or even years to close. Additionally, whether or not an opportunity closes is influenced by many factors outside of marketing efforts, most notably sales efforts. This creates the need for other business impact metrics that are correlated with revenue but are more directly impacted by marketing efforts.

Instead of waiting for the opportunities created during the campaign to close, you can use their expected revenue (amount) upon close as a measure of business value. Total Pipeline Amount (which is the sum of opportunity amounts across all open opportunities) and Average Deal Size (which is the average revenue per closed opportunity) are now reported in ABM Analytics for all target audiences. This gives you a more responsive and attributable measure of business value your campaigns have created.

When is it available?: Now

Getting Started with Dashboard Metrics

Follow the steps below to access view Total Pipeline Amount and Average Deal Size (Average Contract Value or ACV).

NOTE: In order to use this feature, you are required to have a CRM connection setup to your Demandbase account.
  1. Log in to the ABM Platform.
  2. Click ABM Analytics.
  3. Run a comparison audience query.
  4. Total Pipeline Amount and Average Deal Size (ACV) are displayed next to Total Won and Opportunity Close Rate

dashboard_metrics_final_final.png

Total Pipeline Amount and Average Deal Size FAQs

Click the links below to learn more about Total Pipeline Amount and Average Deal Size metrics.

Q: How are Total Pipeline Amount and Average Deal Size calculated?

A: 
Total Pipeline Amount: The sum of sales-reported opportunity amounts from all open opportunities during the queried time period.
Average Deal Size (ACV): The average deal size across all opportunities closed/won during the queried time period.

Q: Where does ABM Analytics get this data?

A: The opportunity amounts, and which opportunities were opened and closed, are imported directly from your Salesforce instance if you have set up the direct connection to the Demandbase ABM Platform. Otherwise, you can provide an exported opportunity report via CSV in the Manage Opportunity Reports area of the Settings page in the ABM Platform.

Q: How are opportunities with non-US currency handled when calculating these new metrics?

A: Non-USD opportunity amounts are handled the same way they are handled when calculating revenue - each amount is converted into USD before any metric is calculated.

Targeting Enhancements

Campaign Insights Emails

What it is: Campaign owners can now leverage weekly email updates to monitor campaign performance. Demandbase’s Campaign Insights emails provide a weekly snapshot into the performance of your account-based advertising campaigns. The automated emails will be sent on Mondays and capture the past 7-days activity across 5 key metrics: accounts reached, accounts clicked, accounts lifted, spend and impressions served. Recipients will be able to click through to the campaign reporting in the ABM Platform to dive deeper into the data. 

NOTE: You must be set up as a user in the ABM Platform to be taken directly to the campaigns you are watching when you click this link. If you are not set up in the ABM Platform, you’ll need to request login credentials from the Campaign Manager or Demandbase Administrator.

The video below provides you with an overview of Demandbase Campaign Insights:

Learn More

To learn more, see the Steps for Setting Up Campaign Insights section, Filter the Campaigns You Are Watching section, and the Campaign Insights FAQs article. 

Below is a sample Campaign Insights email. 

demandbase_email_insight_final_no_highlight.png

What it solves: You can now run multiple campaigns across different channels and vendors, making it challenging to stay up to date on the latest performance. Without insights, you are challenged demonstrating success to stakeholders. Additionally, it is difficult to make effective strategic choices without having the full picture of campaign metrics. 

Demandbase’s Campaign Insights emails proactively send weekly campaign performance metrics to you and other stakeholders. You can select which campaigns they would like to receive Campaign Insights on and provide additional email recipients. The emails contain performance metrics from the previous week on accounts reached, accounts clicked, accounts lifted (number of accounts with increased engagement or pageviews on the site versus the baseline period), dollars spent and impressions served. Now you and other stakeholders can stay up to date on the latest campaign performance with ease. 

When is it available?: Now

Steps for Setting Up Campaign Email Insights

To set up Campaign Insights emails for active campaigns, follow these steps:

  1. Login to the ABM Platform with your Demandbase credentials.
  2. Click Targeting.
  3. Click Campaigns
  4. When you highlight a campaign, a blue cogwheel will appear next to the campaign name. Click the cogwheel and within the drop-down, select Settings.
  5. In the Watchers section, you can see who within your organization is set up for Campaign Insights as well as add or remove users. 
  6. To add users, click Add and then select a user from the drop-down list. If the user is not in the list, you can type their email address. 
  7. Click Submit

add_watcher_in_campaign_settings__1_.png

Filter the Campaigns You Are Watching

A new filter has been added that allows you to filter for the campaigns you are watching. On the left side of the Campaign Dashboard, select the Watched by me filter to view the metrics for the campaigns you are watching. 

watched_by_me_filter_final.png

Campaign Reporting: Custom Date Ranges

What it is: Now you can seamlessly review campaign reporting by any date range. This reduces the need for any manual work to report on different date ranges. You can focus in on the data needed and share insights with various stakeholders. When you log into the campaign reporting, you’ll automatically see the past 30-days of performance. 

Getting Started with Custom Date Ranges

To access the Custom Date Ranges feature, follow these steps:

  1. Log in to the ABM Platform with your Demandbase credentials
  2. Click Targeting.
  3. Click Campaigns.
  4. Select the campaigns you want to view.
  5. Select a date range using the Date range selector located in the top right corner of the Campaigns Dashboard. You can select a custom date range or select a quick pick for the past 7, 14, 30 or 90 days.
    If you would like to see your entire list of campaigns and performance, you will need to select the date from from Nov 2018 to present day. In our January 2020 release, we will have a quick pick to select your lifetime reporting.
  6. View the results.

date_range_final.png

What it solves: When you need to report back to the business on campaign performance based on specific date ranges, many times you are asked to isolate data to a specific period to share with sales and see how multiple tactics are influencing the funnel. Now you can seamlessly review campaign reporting by any date range. This reduces the need for any manual work to report on different date ranges. 

When is it available?: Now

Was this article helpful?

5 out of 5 found this helpful