At its annual conference, ABM vendor Demandbase rolled out a new ABM Analytics module for campaign assessment. ABM Analytics supports full pipeline analysis “to understand the progression of their most valuable accounts across the buying cycle” for account lists and audiences. The platform also displays vendor comparisons, performs segmentation analysis, and provides 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,” said Alisa Groocock, Research Director, SiriusDecisions. “ABM solutions that bring extended measurement visibility can better support critical decision-making, and as a result, enable ABM programs to grow more quickly.”
Demandbase lists the new capabilities:
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.
ABM Analytics also matches and assesses data across advertising platforms, MAPs, content management, web analytics, and CRM to provide a unified view into “which accounts are responding to ads, engaging with content, moving into sales cycles and contributing to revenue.”
“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,” said CEO Chris Golec. “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.”
Demandbase also announced a Salesforce Pardot connector which will be available in June. The connector will complement Einstein ABM and deliver “a deeper understanding of every customer” to sales and marketing teams. According to Michael Kostow, SVP and GM of Pardot, “Einstein ABM arms teams with the insights necessary to deliver personalized campaigns and build relationships with their most valuable accounts.”
The Pardot solution evaluates activity at both the contact and company level. The new solution will flag target account visits to corporate websites, relevant keywords and topics for online search, contact page viewing details on the website, and news and blog mentions. These insights will be provided within SFDC, email alerts, and Slack.
“ABM has transformed how marketing teams drive new business and retain customers,” said Golec. “But many B2B companies still struggle to deliver the comprehensive account view that can help sales teams drive pipeline and close business.” The Salesforce partnership “gives marketers the ability to empower sales teams with a complete picture of their target accounts so they can increase their productivity and win rates.”