1 - Account Funnel Overview

Account Funnel vs. Person Funnel

The Account Funnel in Full Circle ABM is separate from the traditional Person Funnel in Response Management/Funnel Metrics.

At its most basic level, the Person Funnel tracks the progress of an individual person through your funnel. The Account Funnel tracks the progress of an entire target account. If three different people from the same company are actively engaged with your marketing, it's useful to track those interactions so you can hone your marketing — but it's likely that all of those engagements are driving toward the same deal.

Organizations are made of individuals, but the decision to buy is almost never made alone. Think of it this way: Person Funnel data shows you how a wide variety of individuals respond to your marketing. Account Funnel data shows you how whole organizations respond when key individuals receive targeted messaging. You can't optimize an account-based marketing strategy using data from a person funnel, because groups behave differently than individuals. The Full Circle Account Funnel is purpose-built to track and measure the journeys of your target accounts, so you can see what works — and what doesn't — to turn good-fit companies into high-value customers.

What Drives the Account Funnel?

Full Circle ABM can incorporate multiple sources to drive your Account Funnel:

1. If you're using an intent provider like DemandBase, 6sense, or Bombora, Full Circle ABM will fold this data into your Account Funnel. That way, you can track the effectiveness of your targeted marketing to these "in-market" accounts.
2. If you're using Full Circle Response Management/Funnel Metrics, FCI ABM can use specific funnel attainment data from your Person Funnels to drive your Account Funnel.
3. If you define a Buying Group, engagement signals from members of that group can be used to drive progress to the next Account Funnel stage.
4. Account Funnel progress can also be driven by opportunity creation, opportunity updates, and account field updates (e.g. attaining a certain Account Status).

You can find more information about the Full Circle ABM Account Funnel in the ABM Funnel Guide.