Account Intel Marketing Influence Dashboard

What you Need

Properties

Account Intel ABM Campaigns

This property stores specific campaigns related your Account Intel audiences. Create this property by mapping your Account Intel campaign list to their corresponding names, simplifying names if necessary.

Map the defined property Campaign and the website property UTM Campaign with the campaign names.

Goals

Intent Score moved >30

Intent Score moved >60

Intent Score moved >80

Building the Dashboard

Ad Spend for ABM Campaigns

Visualization Type: Number

Properties: Channel, Account Intel ABM Campaigns

Goals / Data: Ad Spend

Date Range: This Quarter

1. Fill in the name, visualization type, and date range for the report as specified above

2. Add your attribution options - in this case we are using Channel, and the ABM Campaigns property you just created above

3. Add your data metrics - in this case we are only using Ad Spend, this can be found under Paid Ads Metrics at the column level

4. Finally add a filter to your ABM Campaigns property so we are only looking at when the property is NOT empty. This filter should be applied to every report that uses attribution with this property.

   

   

Lift of ABM Campaigns on Pipeline

Visualization Type: Lift

User Grouping: Companies

Properties: Account Intel ABM Campaigns

Goals / Data: All Channel Touchpoints, Pipeline

Date Range: This Quarter

1. Fill in the Name, Visualization type, User grouping, and Date Range for the report as specified above

2. Create your lift report

   1. For the top definition select Sequence of Actions

   2. Your first step in the sequence is your All Channel Touchpoints goal

   3. The second step in the sequence is your Pipeline stage

      

   d. Make sure you select breakdown for the first step, and date range + count for the second step

   e. Then set use your All Channel Touchpoints goal again as the denominator

   f. Finally select your model cohorts

   1. Select Properties and then your Account Intel ABM Campaigns property

      

Companies Interacting with Account Intel Campaigns

Visualization Type: Report

Properties: Channel, Account Intel ABM Campaigns, Company Name, HockeyStack score, and HockeyStack score status

Goals / Data: Any Action

Date Range: This Quarter

1. Fill in the Name, Visualization type, and Date Range for the report as specified above

2. Add Company name, HockeyStack Score, and HockeyStack Score Status to your Breakdown from Company Properties. IMPORTANT - Use Company Properties NOT Action / User Properties here

3. Add Channel and your Account Intel ABM Campaigns properties to your Attribution Options (Make sure the filter for is NOT empty is on your Account Intel ABM Campaigns property)

4. Add Any Action - Companies as your data metric

# Of Companies who moved to >30 after ABM Touchpoint

Visualization Type: Number

Properties: Channel, Account Intel ABM Campaigns

Goals / Data: Intent Score moved >30

Date Range: This Quarter

1. Fill in the Name, Visualization type, and Date Range for the report as specified above

2. Add Channel and your Account Intel ABM Campaigns properties to your Attribution Options (Make sure the filter for is NOT empty is on your Account Intel ABM Campaigns property)

3. Add your Intent Score moved >30 goal as your data, with the metrics set to companies and the Attribution model set to Uniform. We use a uniform model here because we want the total number of companies who have interacted with these campaigns whose intent score moved above 30.

# Of Companies who moved to >60 after ABM Touchpoint

Visualization Type: Number

Properties: Channel, Account Intel ABM Campaigns

Goals / Data: Intent Score moved >60

Date Range: This Quarter

1. Fill in the Name, Visualization type, and Date Range for the report as specified above

2. Add Channel and your Account Intel ABM Campaigns properties to your Attribution Options (Make sure the filter for is NOT empty is on your Account Intel ABM Campaigns property)

3. Add your Intent Score moved >60 goal as your data, with the metrics set to companies and the Attribution model set to Uniform.

# Of Companies who moved to >80 after ABM Touchpoint

Visualization Type: Number

Properties: Channel, Account Intel ABM Campaigns

Goals / Data: Intent Score moved >80

Date Range: This Quarter

1. Fill in the Name, Visualization type, and Date Range for the report as specified above

2. Add Channel and your Account Intel ABM Campaigns properties to your Attribution Options (Make sure the filter for is NOT empty is on your Account Intel ABM Campaigns property)

3. Add your Intent Score moved >80 goal as your data, with the metrics set to companies and the Attribution model set to Uniform.

Lift of ABM Campaigns on >60 Jump

Visualization Type: Lift

User Grouping: Companies

Properties: Account Intel ABM Campaigns

Goals / Data: All Channel Touchpoints, Intent Score moved >60

Date Range: This Quarter

1. Fill in the Name, Visualization type, User grouping, and Date Range for the report as specified above

2. Create your lift report

   1. For the top definition select Sequence of Actions

   2. Your first step in the sequence is your All Channel Touchpoints goal

   3. The second step in the sequence is your Intent Score moved >60 goal

   

   d. Make sure you select breakdown for the first step, and date range + count for the second step

e. Then set use your All Channel Touchpoints goal again as the denominator

f. Finally select your model cohorts

1. Select Properties and then your Account Intel ABM Campaigns property

% of Companies ABM Touchpoint -> Pipeline

Visualization Type: Number

Properties: Channel, Account Intel ABM Campaigns

Goals / Data: Pipeline / Any Action

Date Range: This Quarter

1. Fill in the name, visualization type, and date range for the report as specified above.

2. Add your attribution options - in this case we are using Channel, and the ABM Campaigns property (Make sure the filter for is NOT empty is on your Account Intel ABM Campaigns property)

3. Add your data metrics - in this case we are using Pipeline / Any Action both set to the companies metric.

4. Then set your attribution model to Uniform

5. And Finally change your ratio from default → Percent

CVR >60 Jump -> Pipeline

Visualization Type: Number

Goals / Data: Intent Score moved >60, Pipeline

Date Range: This Quarter

1. Fill in the Name, Visualization type, and Date Range for the report as specified above

2. Select a Sequence of actions for your Numerator

   1. The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage

   2. Ensure the breakdown is set to the first step and the date range + count are set to the second step

   
3. Select your Intent Score moved >60 as your denominator

4. The metrics for the sequence and the denominator should be companies - ensure this is selected

5. Finally change your ratio format from default to %

CVR >60 Jump -> Pipeline with ABM Touchpoint

Visualization Type: Number

Properties: Channel, Account Intel ABM Campaigns

Goals / Data: Intent Score moved >60, Pipeline

Date Range: This Quarter

1. Fill in the Name, Visualization type, and Date Range for the report as specified above

2. Add your attribution options - in this case we are using Channel, and the ABM Campaigns property (Make sure the filter for is NOT empty is on your Account Intel ABM Campaigns property)

3. Select a Sequence of actions for your Numerator

   1. The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage

   2. Ensure the breakdown is set to the first step and the date range + count are set to the second step

   
4. Select your Intent Score moved >60 as your denominator

5. The metrics for the sequence and the denominator should be companies - ensure this is selected

6. Finally change your ratio format from default to %

Time from >60 Jump -> Pipeline

Visualization Type: Number

Goals / Data: Intent Score moved >60, Pipeline

Date Range: This Quarter

1. Fill in the Name, Visualization type, and Date Range for the report as specified above

2. Select a Sequence of actions for your Numerator

   1. The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage

   2. Ensure the breakdown is set to the first step and the date range + count are set to the second step

   
3. Select another sequence as your Denominator

   1. The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage

   2. Ensure the breakdown is set to the first step and the date range + count are set to the second step. This should be exactly the same as the above sequence

4. The metric for the top sequence should be time between first and last step, and the bottom sequence should be times done

Time from >60 Jump -> Pipeline with ABM Touchpoint

Visualization Type: Number

Properties: Channel, Account Intel ABM Campaigns

Goals / Data: Intent Score moved >60, Pipeline

Date Range: This Quarter

1. Fill in the Name, Visualization type, and Date Range for the report as specified above

2. Add your attribution options - in this case we are using Channel, and the ABM Campaigns property (Make sure the filter for is NOT empty is on your Account Intel ABM Campaigns property)

3. Select a Sequence of actions for your Numerator

   1. The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage

   2. Ensure the breakdown is set to the first step and the date range + count are set to the second step

   
4. Select another sequence as your Denominator

   1. The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage

   2. Ensure the breakdown is set to the first step and the date range + count are set to the second step. This should be exactly the same as the above sequence

5. The metric for the top sequence should be time between first and last step, and the bottom sequence should be times done

6. Finally select Uniform as your attribution model for this report

ABM Campaign ROI

Visualization Type: Report

Properties: Channel, Account Intel ABM Campaigns, Company Name, HockeyStack score, and HockeyStack score status

Goals / Data: Ad Spend, Pipeline, Closed Won

Date Range: This Quarter

1. Fill in the Name, Visualization type, and Date Range for the report as specified above

2. Add Channel and your Account Intel ABM Campaigns properties to your Attribution Options (Make sure the filter for is NOT empty is on your Account Intel ABM Campaigns property)

3. Add Ad Spend as your first Column (found under Paid Ads Metrics)

4. Add Pipeline - Deal Amount as your second Column (or the amount field you use for Pipeline)

5. Add Closed Won - Deal Amount as your third column (or the amount field you use for Closed Won)

6. Add your Closed Won / Ad Spend with the default ratio as your ROI

7. Make sure you have your columns labeled properly

8. Select Uniform as your attribution model for all columns

Pipeline Close Rate

Visualization Type: Number

Goals / Data: Pipeline

Date Range: This Quarter

1. Fill in the name, visualization type, and date range for the report as specified above.

2. Add your Pipeline as your Numerator AND Denominator with the metrics set to Companies

3. Add a filter on your Numerator Pipeline

   1. This filter should be Deal Stage (from deal properties) contains “won”

      

1. Finally change your ratio format to Percent

Pipeline Close Rate with ABM Touchpoint

Visualization Type: Number

Properties: Channel, Account Intel ABM Campaigns

Goals / Data: Pipeline

Date Range: This Quarter

1. Fill in the name, visualization type, and date range for the report as specified above.

2. Add Channel and your Account Intel ABM Campaigns properties to your Attribution Options (Make sure the filter for is NOT empty is on your Account Intel ABM Campaigns property)

3. Add your Pipeline as your Numerator AND Denominator with the metrics set to Companies

4. Add a filter on your Numerator Pipeline

   1. This filter should be Deal Stage (from deal properties) contains “won”

   

   
5. Set your attribution model to Uniform for the Numerator and Denominator

6. Finally change your ratio format to percent

Congrats, You just built an Account Intelligence Marketing Influence Dashboard!!!