In today’s digital world, having accurate insights into your business’ performance is more critical than ever. That’s why account-based analytics (ABAS) software is so important – it allows you to track your website’s performance accurately.
ABAS software can be used to measure a variety of important metrics, including
- Traffic growth
- Conversion rates
- Engagement rates
- Customer demographics
With the account-based analytics software, you can identify and address any issues quickly and effectively. Here are five of the best account-based analytics software for 2023
#1 HubSpot Marketing Hub
HubSpot Marketing Hub is an all-in-one marketing platform that helps companies grow their business by simplifying tasks, automating processes, and providing insights into what needs to be done.
It’s easy to use and integrates with other apps like a breeze. The free version lets you do a lot, but if you want the whole experience, you might want to upgrade to premium. The price is worth it, though.
Top HubSpot Marketing Hub features
Account-Based Analytics
What this is
HubSpot Marketing Hub’s Account-Based Analytics software tool allows you to see which companies are visiting your website, what pages they’re looking at, and how long they’re staying on each page.
It also shows you which companies are interested in your product or service and provides insights into why they may be interested.
Why this matters
This information is critical for understanding which companies are most likely to convert into customers, and for developing targeted marketing campaigns that will resonate with them. Additionally, it can help you troubleshoot website issues that may be causing potential customers to leave your site without converting.
Our experience
We’ve found this feature to be incredibly useful for understanding which companies are most interested in our product and developing targeted marketing campaigns. Additionally, it’s been helpful for troubleshooting website issues that may be causing potential customers to leave the site without converting.
Company Pages
What this is
Company pages are a way to tag and keep track of the companies that visit your website. This is useful for B2B companies who want to do account-based marketing.
Why this matters
Company pages allow you to see which companies are visiting your site, what pages they’re looking at, and how often they visit. This information is valuable for tailoring your marketing efforts and sales pitch.
Our experience
We used company pages to keep track of the businesses that visited our site during our recent Cybersecurity webinar series. This was helpful in seeing which industries were interested in the topic and allowed us to follow up with specific target companies.
We did have some difficulty finding the company page feature at first, but after reaching out to HubSpot support, we were able to locate it easily.
Reporting and Analysis
What this is
The HubSpot Marketing Hub has a reporting feature that allows you to see detailed information about your website traffic, leads, customers, and more. You can use this feature to track your progress over time and make sure that your marketing campaigns are working as intended.
Additionally, the HubSpot Marketing Hub offers an analysis tool that lets you see how well your website is performing in terms of SEO, conversion rate optimization, and more. This tool can identify areas where you need to improve your website or marketing campaigns.
Why this matters
Reporting and analysis are essential for any company wanting to do account-based analytics. Without these tools, it would be difficult to track progress or identify areas needing improvement. Our experience with the reporting and analysis features of the HubSpot Marketing Hub has been positive overall.
We’ve found them to be intuitive and easy to use. However, we have occasionally had difficulty getting accurate data from the platform due to technical issues. Luckily, the HubSpot team has always been quick to help us troubleshoot and solve these problems.
Our experience
We’ve used the reporting and analysis features of the HubSpot Marketing Hub to track our website traffic, leads, customers, and more. These tools have been essential for helping us identify areas needing improvement in our marketing campaigns.
Pros and Cons of HubSpot Marketing Hub
Pros
- An all-in-one marketing platform simplifies tasks and provides insights into what needs to be done
- Easy to use and integrates with other apps like a breeze
- The free version lets you do a lot
- The price is worth it for the full experience
- Regular feature/function updates help marketers organize, send and measure their campaigns
Cons
- It can be overwhelming with all the available features
- It takes time to learn how to use it effectively
- Technical issues may cause inaccurate data
Pricing
Professional plan $800/mo, Enterprise plan $3600/mo
Conclusion
Compared to alternatives like Salesforce, HubSpot Marketing Hub is more expensive. However, it offers a lot of features that the other tools need to have. Additionally, its customer support is excellent, and always quick to help solve any technical issues.
Overall, we believe the price is worth it for what you get with this tool.
#2 Adobe Marketo Engage
Adobe Marketo Engage is a unique software tool that allows users to see which accounts interact with their marketing campaigns and how those interactions affect revenue and pipeline growth.
Additionally, the software provides insights into what accounts are most valuable and where there may be opportunities for improvement.
Top Adobe Marketo Engage features
Account Based Analytics
What this is
Account-Based Analytics is a feature that allows users to see which accounts are interacting with their marketing campaigns. It also shows how those interactions are affecting revenue and pipeline growth.
Why this matters
This feature is important because it allows companies to track their progress toward meeting their account-based marketing goals. Additionally, it provides insights into what accounts are most valuable and where there may be opportunities for improvement.
Our experience
We used this feature to track the performance of our account-based marketing campaigns. We found it difficult to use at first, but we were able to overcome this by working with the Adobe support team. They helped us understand how the feature works and how to best use it for our needs.
Revenue Explorer
What this is
Revenue Explorer is a reporting tool that gives users the ability to track key performance indicators (KPIs) and see how they are performing over time. The software also allows users to drill down into specific details of their campaigns and programs to see what is working and what is not.
Why this matters
This feature allows companies to track their progress toward their goals and makes it easy to identify areas that need improvement. It also provides valuable insights into which marketing activities are most effective at driving results.
Our experience
We used this feature to track our progress toward our goal of increasing leads by 10%. We were able to quickly identify which marketing activities were most effective at generating leads and made adjustments accordingly.
We did have some difficulty understanding all of the options available in the software, but we were able to find helpful resources online that explained everything in detail.
Dynamic Lists
What this is
Dynamic lists are automatically generated and updated lists of leads or contacts that meet specific criteria that you define, making it easy to keep your list up-to-date without having to manually update it.
Why this matters
If you’re doing account-based marketing, dynamic lists can be a crucial part of your strategy because they allow you to quickly and easily target the right accounts with the right messages.
Our experience
We’ve used dynamic lists extensively in our account-based marketing efforts. They’ve been especially useful for keeping track of key accounts and making sure that we’re always targeting them with the most relevant content.
One difficulty we’ve had is that, because dynamic lists are generated automatically, it can be difficult to troubleshoot when something goes wrong. However, Adobe Marketo Engage’s customer support team has always been quick to help us resolve any issues we’ve had.
Pros and Cons of Adobe Marketo Engage
Pros
- It’s unique in that it allows users to see which accounts are interacting with their marketing campaigns, as well as how those interactions are affecting revenue and pipeline growth.
- Additionally, the software provides insights into what accounts are most valuable and where there may be opportunities for improvement.
- The software also allows users to drill down into specific details of their campaigns and programs to see what is working and what is not.
- It makes it easy to identify areas that need improvement.
- Additionally, the software provides valuable insights into which marketing activities are most effective at driving results.
Cons
- We found it difficult to use at first, but we were able to overcome this by working with the Adobe support team.
- One difficulty we’ve had is that, because dynamic lists are generated automatically, it can be difficult to troubleshoot when something goes wrong.
- However, Adobe Marketo Engage’s customer support team has always been quick to help us resolve any issues we’ve had.
Pricing
Adobe Marketo Engage offers a free trial. After the free trial, pricing is quote-based. The price for Adobe Marketo Engage is expensive compared to other account-based analytics tools in the market. However, it does offer a lot of features and functionality that justify the cost.
Conclusion
Compared to alternatives like HubSpot Sales and Terminus, Adobe Marketo Engage is more expensive. However, it offers more features and functionality, including account-based analytics, that justify the cost. Adobe Marketo Engage also has a free trial so you can try it before you buy it.
Adobe Marketo Engage ranks #2 on our list because of its robust feature set and high price tag. If you are looking for an all-in-one solution that provides account-based analytics and other advanced features, Adobe Marketo Engage is a good option to consider.
However, if you are on a tight budget, there are cheaper alternatives available that may be better suited for your needs.
#3 Demandbase ABM/ABX Cloud
Demandbase ABM/ABX Cloud is a software tool that provides account-based analytics. It offers features such as customized intent data, B2B DSP, and reporting. These features help marketers and salespeople understand what their target accounts are interested in so they can better tailor their outreach and messaging.
Additionally, the B2B DSP allows for more effective advertising by using a proprietary algorithm to match ads with potential customers.
Top Demandbase ABM/ABX Cloud features
Customized Intent Data
What this is
The Demandbase ABM/ABX Cloud’s account-based analytics software tool’s number one feature is its ability to provide customized intent data. This data helps marketers and salespeople understand what their target accounts are interested in, so they can better tailor their outreach and messaging.
Why this matters
Having accurate and up-to-date information on what your target accounts are interested in is critical for success with account-based marketing. With Demandbase ABM/ABX Cloud, you can be sure that you’re getting the most relevant and useful data to inform your decisions.
Our experience
We’ve used Demandbase ABM/ABX Cloud for a variety of projects, including identifying new potential customers and partners, as well as tailoring our outreach to existing clients. The platform has been incredibly user-friendly and helpful in providing valuable insights into our target audiences.
Account-Based Reporting
What this is
This feature gives users the ability to see which accounts are engaging with their campaigns, what content is resonating, and where those accounts are in their buyer’s journey. This allows users to make more informed decisions about how to allocate resources and budget.
Why this matters
Having visibility into which accounts are engaged offers valuable insights that can help shape marketing strategy and improve ROI. Additionally, knowing where an account is in their buyer’s journey helps ensure that the right message is being delivered at the right time.
Our experience
We have found this feature to be extremely helpful in understanding which accounts are most engaged with our campaigns. The ability to see what content is resonating has allowed us to adjust our strategy on the fly and continue driving engagement.
One difficulty we did encounter was trying to understand all of the data points within each report. However, Demandbase offers great documentation and support that helped us quickly get up to speed on interpretation.`
B2B DSP
What this is
The B2B DSP, or “Demand-Side Platform”, is a tool that allows for more effective advertising by using a proprietary algorithm to match ads with potential customers. This tool is designed to be easy to use and intuitive for both marketers and sellers.
The quality of the intent data is solid, making it an invaluable asset for outbound motions.
Why this matters
This feature increase the platform’s value since we deployed Demandbase Classic.
By being able to match ads with potential customers through a proprietary algorithm, we are able to make well-informed decisions about where to invest our advertising budget and concentrate sales efforts due to the extensive information provided.
Additionally, this tool allows SDRs to remember chances before they even reach out, which makes outreach more relevant to client’s needs by providing valuable data points.
Our experience
We have found that the Demandbase ABM/ABX Cloud’s DSP is an excellent tool for keeping track of account behavior and providing opportunities for engagement.
The DSP has allowed us to target new Prospects that we wouldn’t have otherwise identified and make our outreach more relevant to their needs by providing valuable data points.
However, one difficulty we had was that you have to log in daily, which can be a hassle. Additionally, the portal can take a while to load, which can interfere with productivity
Pros and Cons of Demandbase ABM/ABX Cloud
Pros
- User-friendly platform with fun designs and a helpful customer success team
- Intent data is invaluable for marketing and sales personalization
- Reporting features are robust and informative
- DSP is easy to use and effective in reaching potential customers
- Seamless interaction with “wish lists” on Discover.com and elsewhere
Cons
- System latency issues can interfere with productivity
- Eligibility standards need to be determined manually
- The lack of a JS API can make website modifications difficult
Pricing
“Paid plans start at $400/month. Contact Demandbase for a quote.”
The price is expensive compared to other similar tools on the market. However, it does offer a lot of features and capabilities that other tools do not have. They also have a free trial available.
Conclusion
Compared to alternatives like Terminus and Engagio, Demandbase is more expensive. However, it does offer a lot of features that the other two do not have. It also has a free trial available.
Demandbase ABM/ABX Cloud ranks #3 on our list because it provides valuable insights into target accounts and offers a variety of features that other similar tools do not have.
Additionally, the price is expensive compared to other tools on the market but it is worth considering if you are looking for a tool with robust capabilities.
#4 LeanData
LeanData is a software tool that helps organizations with their account-based analytics. It provides features such as duplicate management, smart account hierarchy, and field mapping to ensure that data is accurately transferred and available for analysis.
Additionally, LeanData’s support team is extremely helpful in troubleshooting any issues users may have.”
Top LeanData features
Duplicate Management
What this is
LeanData’s Duplicate Management feature allows users to find and merge duplicate records in Salesforce, keeping data clean and tidy. This is done by creating a “matching rule” which specifies the criteria that should be used to identify duplicates (for example, two Leads with the same email address).
Once matching rules are set up, LeanData will automatically run through all new records and flag any possible duplicates for review.
Why this matters
Keeping data clean is crucial for any organization, but it’s especially important when doing Account Based Analytics. Having accurate data is essential for being able to make sound decisions based on analytics – if the data is incorrect, the insights derived from it will also be incorrect.
Additionally, deduplicating data can help save storage space in Salesforce (and thus money), as well as improve performance since there will be fewer total records to search through.
Our experience
We have found LeanData’s Duplicate Management feature to be very helpful in keeping our Salesforce instance tidy. It has been fairly easy to set up matching rules (although we did need some help from LeanData support initially) and we haven’t had any major issues with false positives.
The only difficulty we’ve encountered is thatLeanData doesn’t currently deduplicate custom objects – however, their team has told us this is something they’re working on adding in the future
Smart Account Hierarchy
What this is
Smart Account Hierarchy is a feature that allows you to automatically keep your account data up-to-date by creating “parent/child” relationships between accounts. This way, when an account is updated in Salesforce, the child account will inherit those changes.
Why this matters
For companies doing account-based marketing, it’s important to have accurate and up-to-date data for each target account. This feature ensures that your data is always accurate, so you can make decisions based on the most current information.
Our experience
We used this feature to automatically update our target account list in Salesforce. We were able to create a parent/child relationship between our master list of accounts and our individual sales reps’ lists of accounts.
This way, when we made updates to the master list, those changes would be reflected in the sales reps’ lists. The only difficulty we had was remembering which field needed to be updated in order for the change to be reflected in the child account.
However, we were able to solve this by creating a custom field for the parent/child relationship.
Field Mapping
What this is
LeanData’s Field Mapping feature allows you to map fields from your source CRM data (e.g. Salesforce) to corresponding fields in LeanData’s platform, ensuring that information is accurately transferred and available for analysis.
This is especially important when working with large data sets, as manual mapping can be time-Consuming and error-prone.
Why this matters
In order to do Account Based Analytics, you need to have accurate data in LeanData’s platform that can be used for analysis. Without field mapping, there would be a risk of losing crucial data or having inaccurate information, which could lead to incorrect conclusions being drawn about the state of an account.
Our experience
We have found field mapping to be essential in our work with LeanData’s platform. Without it, we would not be able to trust the accuracy of the data and would therefore not be able to rely on the insights we gain from using the tool.
We have also found that the process of mapping fields can be quite time-Consuming, especially when working with large data sets. However, LeanData’s support team has been extremely helpful in troubleshooting any issues we have had and providing guidance on how to map fields correctly.
Pros and Cons of LeanData
Pros
- LeanData provides features such as duplicate management, smart account hierarchy, and field mapping to ensure that data is accurately transferred and available for analysis.
- The support team is extremely helpful in troubleshooting any issues users may have.
- Keeping data clean is crucial for any organization, but it’s especially important when doing Account Based Analytics. Having accurate data is essential for being able to make sound decisions based on analytics – if the data is incorrect, the insights derived from it will also be incorrect.
- Deduplicating data can help save storage space in Salesforce (and thus money), as well as improve performance since there will be fewer total records to search through.
- For companies doing account-based marketing, it’s important to have accurate and up-to-date data for each target account. This feature ensures that your data is always accurate, so you can make decisions based on the most current information.
Cons
- LeanData doesn’t currently deduplicate custom objects – however, their team has told us this is something they’re working on adding in the future
- The process of mapping fields can be quite time-Consuming, especially when working with large data sets.
- There is a risk of losing crucial data or having inaccurate information if field mapping is not set up correctly.
Pricing
Starting at $39.00/month/user
Paid annually
$468.00/year/user (billed yearly)
More expensive than some of the other options on the market, but this tool provides a lot of features for account-based analytics. There is a free trial available, and you do have to get a quote for pricing.
Conclusion
Compared to alternatives like Accurate Appointments, LeanData is more expensive. However, it provides a lot of features for account-based analytics, which makes it worth the price. Additionally, LeanData has great customer support and is always adding new features to its platform.
#5 6sense Revenue AI
6sense Revenue AI is a software tool that helps companies with account-based analytics. It provides recommendations on which accounts to target, what content to send them, and when to reach out.
6sense Revenue AI’s Customizable Reports feature allows users to generate reports that can be customized to show specific data sets, visualizations, and timeframes. 6sense Revenue AI’s Data Enrichment feature allows you to append data to your 6sense account, including data from your CRM, marketing automation platform, and other tools.”
Top 6sense Revenue AI features
Data Enrichment
What this is
6sense Revenue AI’s Data Enrichment feature allows you to append data to your 6sense account, including data from your CRM, marketing automation platform, and other tools. This data is then used to enrich the insights in your 6sense account, so you can better understand your accounts and contacts.
Why this matters
Data Enrichment is important because it allows you to get more insights into your accounts and contacts. This feature is especially useful if you have a lot of data in your CRM or marketing automation platform that you want to use to improve your 6sense account.
Our experience
We used Data Enrichment to append data from our CRM to our 6sense account. This allowed us to better understand our accounts and contacts. We also used Data Enrichment to append data from our marketing automation platform. This allowed us to better understand our marketing campaigns and how they were performing.
Insights
What this is
6sense’s Insights feature is a machine learning-powered tool that provides recommendations on which accounts to target, what content to send them, and when to reach out.
Why this matters
The Insights feature is useful for companies that want to do account-based analytics because it helps them identify opportunities and optimize their outreach.
Our experience
We used the Insights feature to target accounts that were in-market for our solutions. We found it to be very effective in helping us identify opportunities and optimize our outreach.
However, we did have some difficulty understanding how the machine learning algorithm works. We solved this problem by contacting customer support and they were able to explain it to us.
Customizable Reports
What this is
6sense Revenue AI’s Customizable Reports feature allows users to generate reports that can be customized to show specific data sets, visualizations, and timeframes.
Why this matters
Customizable Reports are useful for companies that want to do Account Based Analytics because it allows them to generate reports that show specific data sets, visualizations, and timeframes.
This feature is especially useful for companies that want to track the progress of their Account-Based Analytics efforts over time.
Our experience
We used Customizable Reports to generate reports that showed the progress of our Account Based Analytics efforts over time. We had some difficulty understanding how to customize the reports to show the specific data sets, visualizations, and timeframes we wanted to see.
However, we were able to solve this difficulty by working with 6sense Revenue AI’s customer support team.
Pros and Cons of 6sense Revenue AI
Pros
- 6sense Revenue AI helps companies with account-based analytics.
- It provides recommendations on which accounts to target, what content to send them, and when to reach out.
- 6sense Revenue AI’s Customizable Reports feature allows users to generate reports that can be customized to show specific data sets, visualizations, and timeframes.
- 6sense Revenue AI’s Data Enrichment feature allows you to append data to your 6sense account, including data from your CRM, marketing automation platform, and other tools.
- 6sense’s Insights feature is a machine learning-powered tool that provides recommendations on which accounts to target, what content to send them, and when to reach out.
Cons
- The machine learning algorithm powering the Insights feature can be difficult to understand.
- It can be difficult to customize reports to show the specific data sets, visualizations, and timeframes you want to see.
- 6sense Revenue AI is a paid tool, so there is a cost associated with using it.
Pricing
6sense offers a few different pricing options, depending on the size of your business and your specific needs. The tool is not free, but they do offer a free trial so you can try it out before committing to a paid plan. Pricing for the tool is on the expensive side, but it is in line with other similar tools on the market.”
Conclusion
Compared to alternatives like PFL, Terminus, and Engagio, 6sense Revenue AI is more expensive. However, it does offer more features, such as data enrichment and customizable reports. Overall, we believe that 6sense Revenue AI is a good choice for companies that are looking for an account-based analytics tool.
Final Words
Account-Based Analytics Software is becoming increasingly important for businesses to make informed decisions that can help them better understand their customer base and optimize their marketing strategies.
In this article, we have looked at five of the most popular Account-Based Analytics Software for 2023, namely HubSpot Marketing Hub, Adobe Marketo Engage, Demand Base ABM, LeanData, and 6sense Revenue AI.
Each of these software solutions offers unique features and capabilities that can help businesses get a better understanding of their customers and their behavior.
With the right Account-Based Analytics Software in place, businesses can use data more effectively to inform their decisions and create more effective marketing campaigns.
