Developers and engineers in all aspects of business have the responsibility to design, develop, maintain, and test the products that they help create. The folks that are part of our dev team are no different. They work really hard, day in and day out, to come up with innovative ideas that keep the Triblio platform running in tip-top shape. As the architects and carpenters of our award-winning account-based marketing platform, our dev team plays a critical role in the company. Today they are giving us a peek behind the curtain and dishing out a few of their favorite features within the Triblio platform.
Feature: Pipeline Impact Report
As marketers, we can all agree that demonstrating the impact of your ABM efforts to internal stakeholders is always a challenge. But with the Pipeline Impact Report, that becomes a little easier. The report shows you, in ranked order, the most influenced opportunities by Triblio.
With that information, you can then drill further into each opportunity to get additional insights. Essentially, the report not only makes it easy to find which opportunities are most impacted by your ABM campaigns but also helps you see how target accounts interacted with campaigns leading up to opportunity creation. We call the expanded version of this drill-down report the Account 360 Report, which we highlight next.
Feature: Account 360 Report
In the Account 360 Report, you’ll find all of the activity from the account leading up to the creation of an opportunity. A lot of our customers will take a screengrab of the account timeline view and add it to their decks when reporting to their managers, sales leaders, and executives because it allows them to visually tell stories about specific wins.
For example, take this account’s timeline:
Gray dots are ad impressions, blue dots web visits, red dots intent signals, and that yellow box is when the opportunity was generated. A year ago, this account was pretty consistent in engaging with us (they had a lot of web activity). Then back in November 2019, they had a cluster of intent signals come in. While we were hitting them with ads, we weren’t really saturating the account, and no opp was created. Skip forward to 2020 and we started really saturating the account with ads and noticed that, overall, we had a better ABM strategy in place to engage this account. We saw another wave of third party signals in June, and this time we were ready. We opened an opportunity from a key account.
Our dev team recently added the ability to multi-select audiences in the Account 360 Report. All you have to do is select all audiences that have ads associated with them over the past 30 days. From there, you can download the report and use excel to count how many accounts saw ads. We recommend only including accounts that saw more than 100 impressions and then count how many accounts have ad clicks. Those two totals will help you see the scope of your marketing efforts.
Feature: Sales Orchestration Emails
This feature provides a great balance of account intelligence for sales teams by highlighting which accounts are the hottest and ready to engage and what topics those accounts are most interested in. Automatically, you and your sales reps will be sent information on accounts showing a surge of engagement based on territory or CRM ownership.
2 Types of Sales Orchestration:
- Activate Sales: Use this orchestration to activate your sales team on named accounts that already exist in your CRM. Using this feature, you can send account information to sales reps based on the owner ID in your CRM. Sales users will only receive Triblio data on accounts they own in your CRM.
- Discover Sales: Use this orchestration to activate your sales team on any accounts showing a surge of engagement within Triblio regardless of if they exist in your CRM. Using this feature, you can send account information to sales reps based on geographical territories. Sales users will receive Triblio data on any accounts with an HQ within their assigned geographical territory.
It’s funny to think that Triblio started in web personalization back in 2013. Since then, you can see that our dev team has put in real work to get the platform to what it is today. They’ve pushed the company’s vision forward to better suit the needs of the modern B2B marketer. Today’s Triblio platform, backed by IDG’s premium, global data, is a single tool that unifies the buying experience to support branding, demand gen, and sales activation campaigns.
We’re excited to continue to move the vision forward. Over the next few months, we’ll be releasing new product updates and features that will further equip marketers with the tools to execute successful ABM campaigns, so stay tuned for that. In the meantime, if you’d like to learn more about what Triblio can do for your organization, schedule some time with an ABM expert here.