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Measure Account Engagement Metrics for B2B Buyers

Drive Efficiency with the Right Metrics

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You can’t measure performance if you’re tracking the wrong metrics

Measuring the success of your account-based go-to-market (GTM) strategy relies on tracking B2B accounts, not leads. And relying on go-to-market platforms that don’t include account engagement metrics is a recipe for inefficiency and wasted spend. With Demandbase One, you can measure account engagement across the buyer journey to ensure your GTM programs are delivering pipeline and revenue at the accounts you need. Stop wasting marketing dollars on random individuals and non-target accounts. Go to market the right way by measuring the quality of your GTM programs, not the quantity, with Demandbase One.

Jodi Lebow's image

“ We couldn’t really measure success before implementing Demandbase. ”

Jodi Lebow
Director of Marketing, Hexagon

With Demandbase, she’s able to benchmark their goals and prove the efficiency and success of their ABM program. The metrics also help them better plan for the future, including how they might adjust their account-based strategy and marketing investments.

Want to get more practical?

Check out these step-by-step “how-to’s.”

Understand program impact

As a Demand Generation Marketer, I want to understand the impact of my marketing programs.

  • Use the date range picker to select the timeframe you want to review.
  • Click on Campaign/Program to view the table by campaign, or Type/Channel to view the table by channel.
  • See which campaign is driving the most pipeline.
Demandbase One™ user interface

Measure site engagement

As a Demand Generation Marketer, I want to see which accounts are visiting specific pages of our website.

  • Filter Site Analytics for the specific pages you’re interested in.
  • Look at the account table to see which accounts are visiting those pages.
  • Create and subscribe to a report of accounts that are visiting those pages.
Demandbase One™ user interface

Understand engagement trends

As an Account-Based Manager, I want to understand when my target accounts and contacts are engaging with my ABM programs.

  • Select a specific account.
  • View the Deal Story on the Engagement page.
  • See which activities your key contacts are engaging in.
Demandbase One™ user interface

Assess your pipeline

As a marketing executive, I want to see data on where target accounts are in our funnel and how opportunities are converting within the quarter.

  • Navigate to Journey Analytics.
  • Select a timeframe and the list you’d like to analyze to get insights on accounts, pipeline opportunities, and account progression through the funnel.
  • View multiple lists at the same time to evaluate trends.
Demandbase One™ user interface

Pinpoint gaps in engagement

As a Demand Generation Marketer, I need to know which personas have the least engagement so I can dial up my marketing programs.

  • Navigate to the Engagement Heatmap.
  • Select a view like ‘marketing campaign responses’ and ‘persona’ to visualize gaps in engagement activity.
  • Use the heatmap to prioritize which personas need additional attention.
Demandbase One™ user interface

What else can you do with Demandbase One?

We thought you might ask. So we listed our most popular use cases below.

Build

Build an account-based GTM foundation

Without a unified view of your customers, marketing and sales are not in lock-step. Measure — and act on — what matters using account-based metrics.

Find

Find accounts when they’re looking to buy

Spend your time and money on the right accounts with Account Intelligence you can trust.

Engage

Engage with your accounts

Turn generic interactions into relevant engagements that count. Personalized messages reach your buyers’ ears with more impact regardless of the channel.

Close

Close more opportunities

Sharing data and insights in one place helps your reps go after the right accounts with the right message. Every time.

Expand

Expand your business with existing customers

It’s more efficient than landing new customers and increases their stickiness too.

Measure

Measure what matters in B2B GTM

Analyze account engagement, and track progress across journey stages — things that build your pipeline and revenue.

Demandbase One™ is the account-based solution for B2B brands

Our platform gives sales and marketing teams the tools and the confidence they need to act decisively when it matters most.