BrightFunnel, a marketing attribution solution provider, unveiled its ABM Analytics offering designed to give B2B marketers the ability to measure their ABM initiatives in the context of all their marketing efforts to optimize overall campaign effectiveness.
The solution, which is integrated with BrightFunnel’s marketing attribution and forecasting platform, provides an ABM dashboard designed to help CMOs and other members of the executive team have a holistic view of the impact of current ABM programs on conversion and close rates.
The new tool also offers an Account Snapshot feature intended to enable users to gain a clearer picture of the impact of marketing efforts at the account level. This also positions users to analyze which channels are driving the most engagement, while also highlighting contacts that have not been updated in the user’s CRM.
Other features include:
- The ability to understand changes in engagement rates over time to see how the market is evolving and help identify new channels that can increase campaign effectiveness;
- ABM filters intended to help B2B marketers focus on the key metrics through all of their ABM channels; and
- A/B testing capabilities enabling users to compare ABM test groups with control groups to measure the impact of ABM strategies on buying decisions.
“What we saw was that the solutions out there don’t show the whole marketing picture,” said Damon Waldron, Director of Demand Generation at BrightFunnel, in an interview with Demand Gen Report. “If you’re doing ABM the right way, you’re doing custom email, personalization, etc. that requires you to look at the whole picture. For ABM, it’s implicit that you need multi-touch to measure effectively. You’ll have a better sense of ROI and where impact is being made.”
