4 - Activation in Action

Who's Engaging, And Why?

In the first step of the Full Circle Method for ABM, we used the Planning & Achieving dashboard to create and monitor a plan for reaching our revenue goal. Now it’s time to determine which accounts are actively engaging, and which campaigns are helping to drive target accounts through the funnel. For those insights, we’ll turn to the Activation Dashboard.

For All Users

The Activation Dashboard shows you which ABM funnel stage your target accounts are currently in, and it shows you which marketing campaigns are influencing those accounts in their journey. This dashboard contains 18 components, including:

• Accounts Showing Intent: Target accounts whose interactions may indicate they’re interested in buying from you
• Engaged Accounts: The most recent target accounts to have qualified as Engaged
• Volume Trends: Month-by-month comparison of the number of target accounts in different stages
• Campaigns Impacting Engaged/Prioritized: A breakdown of the specific campaigns your target accounts interacted with before qualifying as Engaged or Prioritized
• Note: This component is only available for Full Circle Response Management/Campaign Attribution users

ABM is a joint effort between Sales and Marketing. The Activation Dashboard can be particularly useful to the Sales team, especially when it comes to allocating their resources for maximum impact. Sales leaders can check the Accounts Showing Intent and Engaged Accounts charts to find out which accounts to prioritize: If your Sales team has limited bandwidth, this is especially critical, since they’ll want to be judicious when deciding where to focus their attention first.

And what if your Sales team wants to avoid having a bandwidth crunch in the first place? The Activation Dashboard can help with that, too. The longer you use Full Circle ABM, the more historical data you can use to track Volume Trends. Let’s say that you spot a consistent pattern of increased movement between stages in September. All that activity calls for additional attention from Sales — and if the Sales team knows it’s coming, they can prepare by clearing non-urgent meetings from their calendars for that month, or perhaps not scheduling an offsite smack-dab in the middle of September.

For Campaign Attribution Users

If your company uses Full Circle Campaign Attribution (either as part of Response Management or standalone), the Activation Dashboard has a few extra tricks up its sleeve. The Campaigns Impacting Engaged and Campaigns Impacting Prioritized components draw data from the Campaign Attribution platform to provide highly valuable insights into which specific marketing campaigns are driving your target accounts to move through the ABM funnel. Based on your “Model 1” attribution model, they also show you how much revenue can be attributed to these campaigns. With this information in hand, you can quickly identify your top-performing campaigns and allocate your marketing spend accordingly.

You can also use the components of the Activation Dashboard to find out which target accounts have not yet responded to your top-performing campaigns. These accounts that haven’t yet progressed make prime targets for your Marketing and Rev Ops teams, and can help them determine where to direct precision-targeted campaigns to push fence-sitters further into the funnel.