Account Analytics Benchmarks

Tyler Pleiss · October 2022

Hello everyone,

Has anyone developed benchmarks for Account Analytics within Advertising for 1:Few or 1:Many campaigns?

Thanks!

Nikki Gloudeman · October 2022

Hi @Tyler Pleiss, we unfortunately don't have Account Analytic benchmarks broken out by 1:few or 1:many campaigns specifically, but this is a great idea that we can look into more. We should be able to share updated overall benchmarks on RevCity soon.

Eric Wittlake · October 2022

@Tyler Pleiss - I'm approaching this differently for 1:few vs broader account based advertising campaigns.

For 1:few campaigns, advertising is part of a broader focus on those specific companies. In that case, I'm looking at two categories:

Reach. I should reach 100%, or at least very close to it, of the companies I'm targeting in 1:few
Multi-channel campaign performance. For land or new logo campaigns, I'm looking for significant increases in digital engagement, 6QAs, and Stage 0 opportunities from these accounts. I don't evaluate these ad campaigns based on post-click or view through metrics, as email or BDR outreach are designed to be the primary response channels. Actual metrics will vary pretty widely based on the campaign audience and where they are in their journey.

In 1:many, it is more likely the advertising campaign needs to stand on its own, so I'll switch focus a bit to campaign reporting and progression, but I'm still focused on account-level outcomes.

Account Engagement Rate. In 6sense, I combine the Account CTR and Account VTR metrics for this. Anything below 35% is a reason to really dig in for my programs. Both budget per account and overall site traffic / awareness influence this, so self-benchmark against your own campaigns here too.
Accounts with increased engagement. I want to see increased engagement at 1/3 to 1/2 of the accounts engaged. If this is too low, you may just be tracking engagement that would have happened anyway.
Predictive stage progression. If you have 6sense's predictive model, use the segment analytics reports to see how many companies progressed at least one stage or to a specific target stage since the start of the campaign.

I've been encouraging clients, and now myself, to move away from metrics like CTR and VTR for two decades now, so I tend to ignore them as anything other than a diagnostic (e.g. VTR dropped to zero - do I have a problem with tracking implementation on my site?).

StephenOwen · December 2022

Hi @Eric Wittlake, thank you for the benchmark recommendations.

For account engagement rate is this benchmark strictly for display campaigns, or do you include all channels like LinkedIn, Etc.

Eric Wittlake · December 2022

@StephenOwen Yes, you can use it for any account-targeted digital advertising, including LinkedIn.

The only caution I would add is if you are targeting a very narrow audience within the account, like specific titles on LinkedIn or through retargeting site visitors, the portion with increased engagement can be lower.

charlotte.spangler · December 2022

@Eric Wittlake how long are you letting ads run before determining if the engagement rates are too low?

Eric Wittlake · December 2022

@charlotte.spangler You really should give them a month, but I admit I get impatient and start judging after about two weeks and it generally works out ok.

Keep in mind that your average spend per account has a huge impact. If you are spending less than $1 per account per month, you could be under 15% and doing alright. If you are spending $20, you want to be over 50%. We shared some data at breakthrough, you can download the slides from this post: https://revcity.6sense.com/discussion/105/your-golden-brain-eliminate-guesswork-from-your-digital-advertising-strategy-breakthrough-22

StephenOwen · January 2023

Hi @Eric Wittlake - Regarding the account engagement rate metric, you mentioned you are combining the Account VTR and Account CTR. How are you combining these? Are you just simply adding the two?

Eric Wittlake · January 2023

@StephenOwen Just add the two together.

Each account reached in the campaign can be included in aCTR or aVTR, but not both. By adding them, it gives you the percent of accounts reached in the campaign that engaged, either by clicking on your ad or by visiting the site without clicking. It doesn't create any double counting.

StephenOwen · January 2023

Thank you @Eric Wittlake that clears things up

kateherrmann · February 2023

@Eric Wittlake Do we have any benchmarks for predictive stage progression in the segment analytics report?

IKristen Altamura · July 2023

@Eric Wittlake do you have a report that you use for increases in digital engagement, 6QAs, and Stage 0 opportunities from these accounts?

Eric Wittlake · July 2023

@IKristen Altamura I really like having a trend view, so I tend to use the Funnel Insights report when I can. It shows the full progression, from completely unreached/unengaged to closed won, by month or quarter.

Just note when you are using the report that it shows the maximum stage reached, so an account with a 6QA and digital engagement will be reported on the 6QA line for that month or quarter.

Account Analytics Benchmarks

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