5 - Activation

This dashboard offers insights into your target accounts’ level of engagement with your marketing, enabling you to identify which campaigns are performing well and which could be optimized or cut. 18 components make up the Activation dashboard.

Note: By default, the date range reflected in these components is All Time. You can also select This Fiscal Year or Last Fiscal Year by using the filter at the top of the dashboard.

Target Accounts by Current Stage

Target Accounts by Current Stage lays out all target accounts according to their current stage in the ABM funnel.

The number above each bar in the bar chart indicates how many target accounts are in each stage. In this example, we can see that we have 155 accounts in the Targeted stage, 29 in the Detected stage, 18 in the Engaged stage, 22 in the Prioritized stage, 5 in the Qualified stage, and 6 in the Pipeline.

Report Name: Accounts by Stage

Report Type: Accounts with Account Funnel Trackers

Campaigns Impacting Engaged

This component requires Full Circle Campaign Attribution.

Campaigns Impacting Engaged shows you which campaigns influenced target accounts to move to the Engaged stage, and how much revenue is being driven by these campaigns.

The left column of this chart lists the names of each campaign that had one or more active responses at the time a target account moved to Engaged. The right column lists the total opportunity revenue represented by that campaign.

These “Campaigns Impacting” charts are particularly useful when reviewing your pipeline. They help you identify which campaigns are most reliably driving target accounts through the ABM funnel. This, in turn, enables you to make smart decisions about which campaigns to leverage with certain types of accounts in the future.

Report Name: Engaged ABM Influence

Report Type: Campaign Influence Detail w/Related Objects (CRT)

Campaigns Impacting Prioritized

This component requires Full Circle Campaign Attribution.

Campaigns Impacting Prioritized shows you which campaigns influenced target accounts to move to the Prioritized stage, and how much revenue is being driven by these campaigns.

The left column of this chart lists the names of each campaign that had one or more active responses at the time a target account moved to Prioritized. The right column lists the total opportunity revenue represented by that campaign.

These “Campaigns Impacting” charts are particularly useful when reviewing your pipeline. They help you identify which campaigns are most reliably driving target accounts through the ABM funnel. This, in turn, enables you to make smart decisions about which campaigns to leverage with certain types of accounts in the future.

Report Name: Prioritized ABM Influence

Report Type: Campaign Influence Detail w/Related Objects (CRT)

Account Volumes

Detected Account Volume tells you how many target accounts have reached the Detected stage of your ABM funnel within the timeframe specified by the filter at the top of the dashboard (All Time, This Fiscal Year, or Last Fiscal Year).

Engaged Account Volume tells you how many target accounts have reached the Engaged stage of your ABM funnel within the timeframe specified by the filter at the top of the dashboard (All Time, This Fiscal Year, or Last Fiscal Year).

Prioritized Account Volume tells you how many target accounts have reached the Engaged stage of your ABM funnel within the timeframe specified by the filter at the top of the dashboard (All Time, This Fiscal Year, or Last Fiscal Year).

Report Name: ABM Engagement: Trending by Detected

Report Type: Accounts with Account Funnel Trackers

Detected Account Volume Trend

Detected Account Volume Trend breaks down the total volume of target accounts that have reached the Detected stage in each month of your chosen timeframe.

In this example, we can see that February was a strong month for movement into Detected, with 27 accounts attaining that stage. April was a weak month, with only 5.

It can be useful to cross-reference the data from these Volume Trend charts to determine if there’s a pattern of conversion from stage to stage in certain months. By supplementing this data with additional information from your Sales and Marketing teams, you may be able to understand why certain months are more popular than others for these conversions.

Report Name: ABM Engagement: Trending by Detected

Report Type: Accounts with Account Funnel Trackers

Engaged Account Volume Trend

Engaged Account Volume Trend breaks down the total volume of target accounts that have reached the Engaged stage in each month of your chosen timeframe.

In this example, we can see that February and May were our strong months for movement into the Engaged stage, with 22 and 23 accounts respectively. March and April were both quiet, with only one account each.

It can be useful to cross-reference the data from these Volume Trend charts to determine if there’s a pattern of conversion from stage to stage in certain months. By supplementing this data with additional information from your Sales and Marketing teams, you may be able to understand why certain months are more popular than others for these conversions.

Report Name: ABM Engagement: Trending by Engaged

Report Type: Accounts with Account Funnel Trackers

Prioritized Account Volume Trend

Prioritized Account Volume Trend breaks down the total volume of target accounts that have reached the Prioritized stage in each month of your chosen timeframe.

In this example, May saw 16 accounts move into Prioritized, whereas March saw only one.

It can be useful to cross-reference the data from these Volume Trend charts to determine if there’s a pattern of conversion from stage to stage in certain months. By supplementing this data with additional information from your Sales and Marketing teams, you may be able to understand why certain months are more popular than others for these conversions.

Report Name: ABM Engagement: Trending by Prioritized

Report Type: Accounts with Account Funnel Trackers

Accounts Showing Intent

Accounts Showing Intent provides a list of the 15 most recent target accounts to reach the Detected stage, along with the date on which this stage was attained.

This list is arranged in reverse chronological order, with the most recent intent-showing account first.

Report Name: Accounts Showing Intent

Report Type: Accounts with Account Funnel Trackers

Engaged Accounts

Engaged Accounts provides a list of the most recent target accounts to reach the Engaged stage, along with the date on which this stage was attained.

This list is arranged in reverse chronological order, with the most recent intent-showing account first.

Report Name: Engaged Accounts

Report Type: Accounts with Account Funnel Trackers

Accounts with Buying Group Members

Accounts with Buying Group Members tells you how many contacts for each target account have been identified as members of the buying group for that account.

Report Name: Accounts with Buying Group Contacts

Report Type: Accounts with Account Funnel Trackers

Conversion Percentages

Detected Conversion % shows what percentage of target accounts have reached the Detected stage of the ABM funnel in your chosen timeframe.

Engaged Conversion % shows what percentage of target accounts have reached the Detected stage of the ABM funnel in your chosen timeframe.

Prioritized Conversion % shows what percentage of target accounts have reached the Prioritized stage of the ABM funnel in your chosen timeframe.

Report Name: ABM Conversion

Report Type: Accounts with Account Funnel Trackers

Velocity Metrics

Detected to Engaged Velocity indicates how many days it takes, on average, for a target account to move from the Detected stage to the Engaged stage.

Engaged to Prioritized Velocity indicates how many days it takes, on average, for a target account to move from the Engaged stage to the Prioritized stage.

These components take into account all target accounts within the date range determined by your dashboard filter settings. Smaller numbers are generally better here, since they often indicate efficient progress from one stage to the next.

Report Name: ABM Velocity Metrics

Report Type: Accounts with Account Funnel Trackers

Active Buying Group Engagements

This component requires Full Circle Funnel Metrics.

Active Buying Group Engagements identifies which campaigns the buying group members on your target accounts are responding to, and when these responses occur.

The column farthest to the left lists the target account company. The column second from the left indicates the title of the buying group member who responded to a campaign, and the column second from the right indicates which campaign they responded to. The column farthest to the right notes when they responded to that campaign.

This component is particularly important for marketers, as it enables them to see if key members of the buying group are responding to their campaigns — and which ones they’re choosing to respond to. By cross-referencing the response date with historic funnel stage attainment data, marketers can also identify the funnel stage in which this engagement is taking place, which builds their understanding of what kinds of campaigns to serve and when.

Report Name: Active Buying Group Engagements

Report Type: Campaigns with Campaign Members