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
Fill in the name, visualization type, and date range for the report as specified above
Add your attribution options - in this case we are using Channel, and the ABM Campaigns property you just created above
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
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
Fill in the Name, Visualization type, User grouping, and Date Range for the report as specified above
Create your lift report
For the top definition select Sequence of Actions
Your first step in the sequence is your All Channel Touchpoints goal
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
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
Fill in the Name, Visualization type, and Date Range for the report as specified above
Add Company name, HockeyStack Score, and HockeyStack Score Status to your Breakdown from Company Properties. IMPORTANT - Use Company Properties NOT Action / User Properties here
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)
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
Fill in the Name, Visualization type, and Date Range for the report as specified above
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)
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
Fill in the Name, Visualization type, and Date Range for the report as specified above
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)
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
Fill in the Name, Visualization type, and Date Range for the report as specified above
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)
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
Fill in the Name, Visualization type, User grouping, and Date Range for the report as specified above
Create your lift report
For the top definition select Sequence of Actions
Your first step in the sequence is your All Channel Touchpoints goal
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
Fill in the name, visualization type, and date range for the report as specified above.
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)
Add your data metrics - in this case we are using Pipeline / Any Action both set to the companies metric.
Then set your attribution model to Uniform
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
Fill in the Name, Visualization type, and Date Range for the report as specified above
Select a Sequence of actions for your Numerator
The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage
Ensure the breakdown is set to the first step and the date range + count are set to the second step
Select your Intent Score moved >60 as your denominator
The metrics for the sequence and the denominator should be companies - ensure this is selected
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
Fill in the Name, Visualization type, and Date Range for the report as specified above
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)
Select a Sequence of actions for your Numerator
The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage
Ensure the breakdown is set to the first step and the date range + count are set to the second step
Select your Intent Score moved >60 as your denominator
The metrics for the sequence and the denominator should be companies - ensure this is selected
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
Fill in the Name, Visualization type, and Date Range for the report as specified above
Select a Sequence of actions for your Numerator
The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage
Ensure the breakdown is set to the first step and the date range + count are set to the second step
Select another sequence as your Denominator
The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage
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
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
Fill in the Name, Visualization type, and Date Range for the report as specified above
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)
Select a Sequence of actions for your Numerator
The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage
Ensure the breakdown is set to the first step and the date range + count are set to the second step
Select another sequence as your Denominator
The first step in your sequence should be Intent Score moved >60, and the second step should be the pipeline stage
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
The metric for the top sequence should be time between first and last step, and the bottom sequence should be times done
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
Fill in the Name, Visualization type, and Date Range for the report as specified above
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)
Add Ad Spend as your first Column (found under Paid Ads Metrics)
Add Pipeline - Deal Amount as your second Column (or the amount field you use for Pipeline)
Add Closed Won - Deal Amount as your third column (or the amount field you use for Closed Won)
Add your Closed Won / Ad Spend with the default ratio as your ROI
Make sure you have your columns labeled properly
Select Uniform as your attribution model for all columns
Pipeline Close Rate
Visualization Type: Number
Goals / Data: Pipeline
Date Range: This Quarter
Fill in the name, visualization type, and date range for the report as specified above.
Add your Pipeline as your Numerator AND Denominator with the metrics set to Companies
Add a filter on your Numerator Pipeline
This filter should be Deal Stage (from deal properties) contains “won”
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
Fill in the name, visualization type, and date range for the report as specified above.
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)
Add your Pipeline as your Numerator AND Denominator with the metrics set to Companies
Add a filter on your Numerator Pipeline
This filter should be Deal Stage (from deal properties) contains “won”
Set your attribution model to Uniform for the Numerator and Denominator
Finally change your ratio format to percent
Congrats, You just built an Account Intelligence Marketing Influence Dashboard!!!
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