Validate transparency into Marketing ROI based on your ability to influence pipeline and revenue! Let’s take a walk through the new ABM measurement capabilities.
Navigation and Control
Clicking the Journey Acceleration tab within the ML Platform will load up the dashboard with your latest campaign selected by default.
All the metrics in the Journey Acceleration dashboard are in reference to your campaign’s target account list (TAL) and date filter. To control which list the dashboard is pointing to you can use the dropdown in the upper right-hand corner to search across your campaigns.
Once a program is selected, all the metrics in the dashboard will update based on the campaign’s TAL and delivery metrics. The TAL is also what’s used to filter your Salesforce data to focus on only the data associated with relevant accounts.
The date filter can be used to limit the data being pulled to get a snapshot of opportunity and program delivery data from only a select time frame. The default time range is the same as the selected program’s flight dates.
Performance Summary
The performance summary section provides both summary and an over-time views, validating how your Program reach (through Madison Logic multi-channel campaigns) is influencing Accounts and Opportunities (via data from your Salesforce) across your target account list.
The Accounts tab provides validation of the volume of your Marketing ROI based on the accounts you reached through your Madison Logic ABM campaign:
Accounts: Targeted Identify how many accounts were originally targeted by your ABM program
Accounts: Reached A measure of how many of your targeted accounts were exposed to your message across the key paid media channels leveraged in your ABM campaigns
Accounts: Opportunities Integrating your campaign and CRM data to identify of the accounts reached by your ABM campaign, how many resulted in opportunities.
Accounts: Closed / Won A measure of the accounts reached by your ABM campaign, how many resulted in opportunities that were closed/won.
The Opportunities tab dives deeper into the value and velocity of your marketing ROI, based on the accounts reached through your Madison Logic ABM campaign:
Of the accounts you reached through your Madison Logic campaigns,
Opportunities The number of opportunities that resulted in revenue for the business.
Total Value Of The total value of the opportunities that were closed/won.
Average Deal Size The average value of opportunities
Average Number of Days The average number of days, across the opportunities, it took an opportunity to reach closed won.
The chart on the right provides an over-time view reinforcing the relationship between accounts reached by your Madison Logic campaigns and the opportunity metrics from your CRM.
The two dropdowns in the center control the data points that appear in the chart.
The Opportunity Views dropdown allows you to control which opportunity level metrics you want to see in the line graph below. Options include:
Value of Opportunities Created: Shows the total pipeline value in dollars for opportunities created by month for the accounts reached through your Madison Logic campaign.
Value of Opportunities Closed Won: Shows the total value in dollars by month for opportunities closed / won for the accounts reached through your Madison Logic campaign.
Number of Opportunities Created: Shows the total count of opportunities that were created by month for opportunities closed / won for the accounts reached through your Madison Logic campaign.
Number of Opportunities Closed Won: Shows the total count of opportunities by month for opportunities closed / won for the accounts reached through your Madison Logic campaign.
Average Number of Days to Closed Won: The average number of days it took the above closed/won opportunities to close in the selected time range.
Note: Depending on the view you select, the scale on the left will change to indicate dollars, days, or total counts.
The Reach Metrics dropdown allows you to see your account reach data in aggregate (across channels) or broken out by channel to see how each channel is influencing that reach.
Top Account Details
When running a cross-channel ABM strategy, identifying the composition of accounts as it relates to your pipeline and content enables you to optimize future ABM programs.
Firmographics: What is top composition (revenue, company size, and industry) of reached accounts that have resulted in new opportunities.
Trending Topics: What topics are being researched the most by the reached accounts that have resulted in opportunities.
Personas: Of the reached accounts that have generated opportunities, who are the top personas engaging with your content (assets, whitepapers, etc..) through your content syndication program*.
Content: Of the reached accounts that have generated opportunities, what content is reaching them the most.
*Note: To ensure the highest privacy compliance, we require opt-in consent to provide persona level analytics, hence this data is not provided for display engagement.
Performance by Stage
This section breaks out the summary metrics by stage. This provides a current snapshot of the volume and value of opportunities from your CRM, based on the accounts reached your Madison Logic ABM program. The stage names are inherited directly from your Salesforce. For each stage, you can now see:
The number of accounts
Opportunities associated with those accounts
The total value of those opportunities
The average number of days an opportunity has been in a stage
All of the above metrics are displayed by stage and a single opportunity can only appear in one stage at a time. Opportunities appear here if they have a created date within the time range at the top.
Note: This view is a snapshot of your Salesforce each dat as of 9 am (EST). As data in your CRM is updated, you’ll have to wait until 9am (EST) the next day to see those changes reflected in ML.Platform.
Accounts by Stage
Here you are able to see the composition of the accounts at each stage along with the account level delivery data from your campaign. To change the stage in view, use the dropdown in the upper right. You can search for specific accounts or opportunities using the search bar.
Clicking the account name will bring you into the account view in MLP.
Clicking the opportunity name will bring you to that opportunity in your Salesforce.
Here you’ll also find information on how long an opportunity has been in that stage which can help in finding outlier accounts that are not moving or moving quickly which can help enable ABM strategy changes or outreach to your Sales team.
Exports
In the upper right corner of the dashboard, you’ll find the export button.
Accounts By Stage: Opportunity Level Report
This export contains all the data available across all stages within the Accounts by Stage section in addition to data from the Top Accounts section.
Data Columns:
Account Name, Account Domain, Opportunity Name, Opp. Size ($), Furthest Stage Name, # of Days in Funnel, # of Days in Stage, Leads, Impressions, Site Visits, LI Impressions, Revenue, Company Size, Industry, Top Topic, Top Persona (if available), Top Content.
