Unlock the full potential of every buyer interaction
Understand customers. Act with confidence. Prove ABX impact.
In today’s highly competitive B2B landscape, ABX (account based experience) works. Top B2B marketers know this—but when it comes to measuring ABX impact and proving its value, they keep coming up short. Traditional metrics like MQLs and form fills often fall short when it comes to showing the actual impact of your efforts.
So what really tells the story of how your marketing is performing?
It’s the buyer’s behavior! Measured through engagement at the account and content level—real, meaningful engagement that you can act on in a much more focused, personalized way. In fact, with buyers driving their own journeys and live interaction with brands limited, engagement behavior is the primary currency we have.
With more buyers taking control of their own journeys, traditional markers of success aren’t enough. You need insights into what truly drives engagement, from how buyers interact with content to how their behavior signals readiness to move forward. Folloze is designed to provide that depth of understanding, giving you real data that helps guide your actions and connect marketing efforts to revenue.
While third-party intent data can only take you so far, Folloze helps you go beyond.
Here’s how…
Our Folloze Impact Dashboard tracks and measures content performance and data differently—getting sellers to the front door, which provides a strong advantage in a tight market.
Unlock the Power of Content Marketing Analytics
The Folloze Impact Dashboard contextualizes buyer and campaign signals generated by the Folloze platform into a clear, actionable view to drive even more real value from ABX programs. It enhances third-party data with the most accurate picture of real buying behaviors—allowing you to understand how buyers interact with your content at multiple levels.
Get all the information you need to empower better decision-making and drive measurable success via the Account engagement score – a multi-dimensional model based on high value activities, engagement time, velocity of actions, interactions, and more, and provides mapping of the engagement stage each account is in. More on that later!
Why Folloze Impact Dashboard Is Different
The Folloze Impact Dashboard helps teams deeply understand the customer story by giving you a clear, actionable view of how your content is performing and how buyers are engaging with it. This isn’t about chasing third-party intent data; it’s about understanding your own audience through real interactions. It’s like moving from broad guesses to targeted, confident moves that actually close deals!
Our new analytics and AI engine leverages Folloze IntentAI to offer unique insights, analyzing first-party engagement content and extracting the intent topics for accounts and campaigns—providing a much clearer understanding of customer needs and intentions.
When you use the Folloze Impact Dashboard, you're not just getting generic data. You're seeing exactly how buyers are engaging with your content, at the account and individual level. This deeper insight allows you to refine your strategies, knowing which content is driving engagement and which actions are signaling buyer intent to finally demonstrate the real impact, and true value, of your programs.
Unprecedented data, unbelievable insights
The Folloze Impact Dashboard transforms content engagement data into granular insights, so you can drill down into the nitty gritty of their buying process and make informed decisions about what they need next, and when. Now, you can take all the data you’ve been gathering about your customers’ deep engagement with your content and campaigns, and transform it into signals that help you take more precise, effective action.
This is how to measure content marketing performance in a way that truly drives results…
Understand: Get the full customer story
Folloze collects the most critical information about buyer behavior at the account, individual, content, and campaign levels. Pulling engagement data from TOFU activities, sales development campaigns, the company website interactions, virtual events, and 1:1 sales motions gives you a competitive edge, delivering more granular insights and timely direction than when you piece it together from a variety of platforms.
Instead of just scanning content tags, Folloze IntentAI scans the actual content to identify the most relevant topics of interest by account, individual, and buying stage. That means you’re actually looking at the topics and content that accounts and individuals are interested in, and how much time they’re spending where.
Choose your view
The dashboard allows you to track engagement at both the campaign/board level, or the organization level, which gives a comprehensive view of performance across all campaigns. Both can be filtered to focus on specific content or accounts. It provides Insights regarding accounts engagement, people engagement, content performance, channel attribution and much more.
Act: Predict and perform with the Account Engagement Score
Trigger timely action based on true levels of engagement across all buyers in an account. Streamline your team’s efforts and improve productivity by making truly informed decisions for campaigns, accounts, and individuals based on their unique engagement levels. Go beyond traditional metrics with the industry’s first Account Engagement Score—a more accurate new predictor of pipeline health and revenue potential. Understand the direct impact of your marketing efforts and adjust strategies with confidence.
The Account Engagement Score is calculated using a unique algorithm that looks at the intensity of activity across the account, including content views, time on boards, interactions with content, high value actions, calls to action, and tells you how far along they are in evaluating your platform or solution:
· New - represents newly joined accounts
· Initial - indicates the number of accounts that have shown interest
· Growing - represents accounts that are actively engaged with boards
· Active - reflects accounts that spent more time on the boards
· Surging - indicates the highest-level users who are evaluating your solution
Use this score to streamline team actions and prioritize accounts that show the most promise. By understanding content engagement in real-time, you can adjust your strategy and optimize content marketing with confidence.
Trigger actions to re-engage accounts that are declining in engagement so you don’t miss a beat. Automate next logical actions based on account and individual behavior to drive more effective and efficient full-funnel motions. Turn potential into performance.
Impact: Insight-driven decisions that move the needle in a whole new way
Transform complex buying behaviors into clear, actionable insights. Empower your decision-making with deep analytics that reveal nuanced engagement across accounts and individuals, driving your business towards measurable success.
Optimize your investment strategies with unparalleled clarity about what works and what doesn’t. Understand how different messages, content, and channels resonate with your audience, optimizing your efforts for maximum impact. Drive unprecedented cross-functional performance that impacts every part of the GTM engine. Deliver full-funnel, world class buyer journeys that surprise and delight even the most skeptical B2B buyers.
Make Data-Driven Decisions That Drive Results
With Folloze, you’re not just gathering data—you’re getting insights that help you make better decisions. Whether you’re trying to improve content, target more effectively, or just understand what’s driving engagement, Folloze gives you the clarity you need.
The Impact Dashboard is designed to fit into your existing martech stack, enhancing your tools and helping you make sense of the data you already have. By integrating our analytics with your current platforms, you can amplify your engagement efforts and turn insights into action, leading to better performance and more closed deals.
Ready to see how the Folloze Impact Dashboard can help you unlock the full potential of your content and engagement strategies? Learn more and book a meeting with us today.
