Account Intelligence (Beta)

  • Updated

Beta Disclaimer

This feature is still under development and testing. It is believed to contain defects, you are receiving access to this feature for the purpose of obtaining feedback on feature value and performance. 

What is Account Intelligence?

Account Intelligence enables you to deeply understand how specific contacts are engaging across your website and Mutiny microsites, empowering you to

  1. Better plan follow up marketing actions by understanding what content an individual contact is interested in
  2. Be a better informed partner to sales when discussing account strategy
  3. Understand and communicate the impact of ABM on an account

Accessing Account IntelScreenshot 2024-09-08 at 7.55.22 PM.png

 

Click “Target accounts” on the lefthand side menu.

Cross-Account View

Screenshot 2024-10-10 at 12.33.01 PM.png

From the cross-account view you can view the latest updates on your target accounts. The dashboard will by default contain a variety of relevant information and accounts will be sorted in terms of “Last Active”

Filtering

To make this dashboard more actionable and relevant, we recommend adding filters via the “filter accounts” dropdown menu to limit the dashboard to the target accounts marketing is supporting. The accounts can be filtered by your Salesforce account and opportunity fields, account owners, and Mutiny account lists.

Additionally, you can adjust the date range included in the dashboard.

 

Quick Filters

Quick filters will filter the table to relevant accounts. We specifically flag accounts where there may be a relevant ABM action to take: 

Fresh Accounts: Accounts that engaged with your website and/or Mutiny experiences that did not engage in the prior 60 days

New Engaged Contacts: Identified contacts that engaged with your website and/or Mutiny experiences that did not engage in the prior 60 days

Deal Changes: Accounts where an opportunity was created or changed stages

Note: quick filters are influenced by the overarching account filters mentioned above. 

 

Columns

Utilize the “Edit Columns” dropdown menu to alter the data included in the table.

Click on the column title to sort the table by the values in that column.

 

Account View

Contacts

An engaged contact is a specific individual that has been identified viewing your website and/or microsite. They are highlighted by default but you can also browse “Other account contacts” that have not been identified but are present in your CRM. By clicking on a contact, you can view the same information filtered down to the single contact.

Timeline

The timeline lays out the story of an account developing over time. The timeline will display the below data:

  • Website page views
  • Microsite and personalized experience views
  • Conversions
  • CRM opportunity stage changes

Note:

  • If there are multiple opportunities associated with the account, you can use the dropdown to select a different opportunity to include in the timeline.
  • Some engagement will be collapsed to improve the readability of the timeline. e.g., if 3 contacts all viewed the home page for 7 days in a row. This will be collapsed into a single entry.

Related Experiences and Lists

Links to any Mutiny lists, personalized experiences and/or microsites that include the respective account and/or contacts.

Metric Definitions

Opportunity Stage and Amount

Assuming you have completed your Salesforce Integration, Mutiny displays the open opportunity with the close date closest to today. If no open opportunity, then show the amount of the opportunity with the close date closest to today. Mutiny displays the opportunity stage, amount and name.

Engaged Contacts

An engaged contact is a specific individual that has been identified viewing your website and/or microsite via high confidence sources like cookies, microsite tracked links, and tracked links sent via our Salesloft and Outreach integrations. The engaged contacts metric is the sum of unique engaged contacts in the selected time period.

Total Page Views

Count of total views of website pages and microsites across all engaged contacts and partially deanonymized visitors via IP enrichment.

Personalized Views

Count of total views of personalized experiences and microsites across engaged contacts and partially deanonymized visitors via IP enrichment.

Last Active

Most recent view by the contact and/or a contact associated with the account.

Time Engaged

Cumulative time spent viewing website pages and microsites.

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