Account-Based Analytics software provides account-based results metrics, such as percentage of target accounts reached or lead-to-account mapping, to analyze the efficacy of a user’s account-based marketing (ABM) strategy. ABM strategies are useful for a business because they allow marketing teams to expend the most resources on prospects that have a high conversion probability. Account-Based Analytics tools enable marketing teams to analyze the efficacy of their ABM strategy to ensure they are targeting the correct prospects. They also use this software to inform future ABM strategies. Marketing teams use Account-Based Analytics software to measure the quality of leads generated from their ABM initiatives.
Account-Based Analytics software is generally implemented in conjunction with other ABM solutions such as marketing account mangement software or marketing account intelligence software. Many Account-Based Analytics tools have some account-based content execution functionality.
To qualify for inclusion in the Account-Based Analytics category, a product must:
Provide account-based results metrics, such as percentage of target accounts reached
Integrate with a sales database that can provide the data necessary for lead-to-account mapping