Most marketers don’t automatically think of data and analytics when it comes to ABM. However, industry experts agree that ABM is a data and analytics challenge because you have to leverage data and analytics to understand who you’re going to target, what you’re going to say to them and how you’re going to drive action throughout the company based on the accounts that matter most to you.
For much of the past decade, success for B2B marketers has been defined as getting buyers to respond to offers by clicking on, opening or downloading an asset. While these actions are still often used as a sign of initial interest from an individual buyer or an account, marketers are increasingly shifting their focus and efforts to new tactics and tools that can determine engagement beyond impressions or form fills.
Audience Analytics for Adobe Audience Manager is an integration between industry DMP and analytics solutions designed to give marketers the ability to collaborate across teams, consistently track audience metrics and drive valuable customer experiences quickly and at scale.
Act-On Software has announced the release of a new reporting tool called Engagement Insights. The solution is designed to provide real-time access to analytics through a live data connection and pre-configured, templated reports in Microsoft Excel and Google Sheets, according to the marketing automation platform provider.