Top 3 Demandbase Reports to WOW your CMO

Enhancing CMO Productivity with Demandbase Capabilities

Let’s face it, CMO’s are busy, and getting the right info to them at the right time can be daunting- especially when your CMO is prone to 11th hour requests for data! Get that to me next week, said no CMO EVER! With Demandbase report capabilities, you can set your CMO (and yourself) up for success by defining reporting requirements and intervals upfront. Scheduling reports to auto-send according to a pre-set schedule keeps your CMO informed and keeps your programs on track. And, with Demandbase table visualizers, you can report on any account list graphically in seconds.

In this blog, I will share some of the top reports our clients ask for as well as some tips and tricks to pull some beautiful visualization for those 11th hour requests for data.

First, let’s start with the reports. A few of the reports our customers frequently use include:

1. CMO: High Intent Keywords in the last week:

Why will your CMO care? Intent data is a tremendous source of insight for CMO’s. Intent can support your SEO Strategy as well as your social media and blog topics. As a strategist, I have used Intent Keywords in my L1 and L2 page headlines as well as to drive conversations in social media. I’ve even used it to keep my blog topics fresh and in line with market trends.

The setup: In the reports section, create an “Activity” report. Pull in the Demandbase Keyword Intent Selector. Use “Intent Keyword Set Exists” and “Intent Strength = High”. Since intent is something that changes frequently, we recommend looking at the past 7 days.

2. CMO: Most visited web pages in the last week:

Why will your CMO care? This report will tell your CMO if web traffic is going to your preferred or high value pages. By changing the account list for this report, you can see which groups of accounts are landing on which pages. For example, if I am targeting the Industry Vertical of Healthcare, I will most likely want those accounts going to my healthcare landing page. If I see that accounts organically are going to the product page for Product A, I may want to make a callout on that page to encourage visitors on that page to go to the Healthcare landing page through the carousel or other linkbacks on the page.

The setup: In the reports section, create an “Activity” report. From the right-hand side of the screen, pull in the selector “Visited Web Page”. Set the Web Page to “Exists” and the Activity Date in the Past 7 Days. Click on “Report” and in the bottom left hand corner, click “Edit Columns” to add the columns “Last Visited” and “Web Page Visits (30 Days).”

3. CMO Sales Qualified Opportunities with Marketing Influence:

Why will your CMO care? This report will show your CMO all Sales Qualified Opportunities with the count of marketing activities for that account and marketing engagement minutes for that account. This report can be sent to your CMO on a monthly basis. When meeting with sales leadership, this will give your CMO a good idea of marketing touches on key accounts.

The Set-Up: Create an “Opportunity” report. Use the Selector “Sales Qualified Opportunity Exists” or something similar that reflects your sales process. Look for accounts with “Opportunities with Greater than 1 Engagement Minute” and “Sales Engagement vs. Marketing Engagement” should be set to look at Marketing Engagement only. Select the activity date in the last 12 months. You will want to also ensure that the Salesforce stage is not “Closed Lost” or “Closed Won”. Here’s an example:

BONUS! There are other quick ways to pull reports in Demandbase. For last minute requests or monthly reporting, I like to recommend using our new “Visualize” capabilities in the engagement and site analytics tabs. Our ‘table visualizer’ enables you to create bar and line charts to wow your CMO and provide relevant data to inform decisions. Here are a few:

1. Top 10 Accounts by Engagement:

Why will your CMO care? It’s important to understand your most engaged accounts and be able to share that information with sales leadership. Spikes in activity on a certain day can be traced back to product launches, major events, or other marketing activities.

The set-up: First, select the account list you would like to analyze and review the timeframe in the upper right-hand corner of the screen. Then, go to the Engagement tab. Next, scroll down to the middle of the page where the accounts are listed. Lastly, click on ‘Table Visualizer’ on the right hand side of the screen. (Pro Tip: You may also select Top 10 Accounts by Engagement, Bottom 5 Accounts by Engagement and Bottom 10 Accounts by Engagement.)

2. Top 10 Accounts by Engaged People:

Why will your CMO care?  This chart will show your CMO how your organization is engaging the buying committee within accounts on your account list based on the number of engaged people in the account.  

The set-up:  First, select the account list you would like to analyze.  Then, go to the Engagement tab.  Next, scroll down to the middle of the page where the accounts are listed.  Lastly, click on ‘Table Visualizer’ on the right-hand side of the screen. From the table visualizer, select Top 10, Engaged People, and Bar Chart.  (Pro Tip:  You may also select Top 5, Bottom 5 and Bottom 10 Accounts by Engaged People)

The table:  

3. Top 10 Accounts by Web Visits:

Why will your CMO care? It’s important to understand which accounts from your targeted account lists are visiting your website. This is a key indicator for engagement and interest in your solutions.

The set-up: First, select the account list you would like to analyze. Then, go to the Site Analytics tab. Next, scroll down to the middle of the page where the accounts are listed. Lastly, click on ‘Table Visualizer’ on the right-hand side of the screen. From the Table Visualizer, select Top 10, Web Visits and Bar Chart. (Pro Tip: You may also select Top 5, Bottom 5 and Bottom 10 Accounts by Web Visits)

The table:

Demandbase reports are quick and easy, and they can be customized to suit your ABM Program needs.  Once you create your reports, share them with your teams by creating subscriptions. Reports can be sent on the same day or can be scheduled to recur weekly on a defined day or monthly on a defined day.  All scheduled reports for the same day will arrive in email digest format rather than individual reports, saving you and your team time. 

Oh, and I forgot to mention, any report can be downloaded into a CSV for further analysis. For “table visualizer” reports, I recommend taking screenshots and dropping these into a Google slides or Powerpoint presentation. Lastly, don’t forget your sales personas when creating reports in Demandbase, read our article on the top recommended reports for sales to find out more.