6 - Funnel Trends In Action

Keeping Up With The Trends

To recap: In the Planning & Achieving stage of the Full Circle Method for ABM, we solidified goals and made a measurable plan to achieve them. In the Activation stage, we identified which target accounts were actively engaging and which campaigns were driving that engagement. Now it’s time to monitor their progress over time with Funnel Trends.

The Funnel Trends Dashboard enables you to keep an eye on how well — and how quickly — your target accounts are converting from one stage to the next. This dashboard draws on historical data to present you with unprecedented insights into conversion trends over time. At each stage of the ABM funnel, we can identify the volume of accounts that reached each stage per month, but also what percent of those accounts are progressing to the next stage and how quickly they are progressing.

Let’s say you’ve noticed a pattern in the past two months: The volume of target accounts in the Engaged stage has increased a lot, but the conversion rate for that stage has dropped significantly. Huh. That definitely merits a closer look.

This trend might indicate that the quality of target accounts may have been worse than in previous months. To investigate, check back: Was there a time period with lower volume, but a higher conversion rate? If so, you can refer to your Activation data to determine which campaigns were driving conversions at that time. If you were running different campaigns at that time, it may be worth revisiting them — since they appear to have been more effective — and adjusting your targeting accordingly.

Or maybe you’re using the same effective campaigns, but you’ve pivoted your Sales and Marketing strategy to target a different group of accounts that are more likely to yield higher-value deals. In this case, the higher volume/lower conversion trend might be completely benign: More due diligence is required around these accounts, so they’ll naturally require more time to progress through the funnel. In this case, it may be wise to adjust your volume goals, because those goals are directly affected by your velocity metrics, and your velocity metrics have effectively changed.