Account-Based Measurement Functionality to Provide Comprehensive Performance Metrics for Audiences and Programs Across the Funnel
Demandbase, the leader in Account-Based Marketing (ABM), announced the launch of ABM Analytics, a new analytics functionality within the ABM platform, which leverages the company’s patented account identification technology. ABM Analytics helps marketers view the performance of their ABM initiatives across the full funnel from advertising to pipeline and revenue, to understand the progression of their most valuable accounts across the buying cycle. And unlike basic reporting tools, the new analytics functionality allows marketers to compare the performance of different audiences or account lists, evaluate the impact of specific program combinations, and even benchmark different vendors—all within a single platform. Additional layers of insights expose trend and velocity data, and surface recommendations for next best actions to drive higher conversion rates through the funnel.
“The ability to measure and articulate the effectiveness and impact of ABM programs is important to long-term ABM success. ABM solutions that bring extended measurement visibility can better support critical decision-making, and as a result, enable ABM programs to grow more quickly,” said Alisa Groocock, Research Director, SiriusDecisions.
ABM Analytics is part of Demandbase’s ABM Platform and is designed to deliver insights to decision-makers and practitioners tasked with driving an ABM strategy, from awareness and engagement to conversion and closed revenue. Using the solution, marketers can monitor the health of their ABM strategies by examining the progress of their most valued accounts through the buying cycle; create side-by-side comparisons of audiences with different revenue ranges, employee sizes or verticals to understand how their segments perform at every stage of the funnel; understand the performance of individual marketing tactics such as advertising, or direct mail, diagnose problems and opportunities along the customer journey and take targeted actions to improve performance; and build credibility throughout the organization by sharing transparent ABM progress reports.
“For years, B2B marketers have struggled to connect disparate data sitting at agencies, in their web log files and CRM to measure the true impact of their marketing programs. Our new analytics functionality leverages the best practices from some of the world’s most sophisticated B2B marketers and brings them to life for every company, no matter where they are on their ABM journey,” said Chris Golec, CEO of Demandbase.
ABM Analytics connects data across advertising systems, marketing automation, content management, Web Analytics tools, and CRM systems, which gives marketers a single view into which accounts are responding to ads, engaging with content, moving into sales cycles and contributing to revenue. Marketers can put their performance in context using either comparison against an automatically-generated lookalike control group or any other audience. This comparison functionality provides a better understanding of which stages of the funnel are performing well, and alternately, which are underperforming against expectations so that marketers can continue to improve their ABM campaigns.
Also available within the ABM Platform is Keyword Discovery, an audience insights tool, which helps marketers identify new intent keywords and topics that prospects are researching around the web. Marketers can use these insights to inform their SEM efforts and test new keywords to capture a broader range of intent and improve cost-per-click efficiency.
Recommended Read: Interview with Alan Fletcher, Chief Product Officer, Demandbase