Ninad Pathak

6 Best Content Marketing Analytics Tools for SaaS Businesses (2025)

August 11, 2025

•

0 min read

Drowning in data but thirsty for answers? We've been there. As content creators, we have numbers on clicks, views, bounce rates, and more.

But what we need is for that information to come together and show us what's working, what's not, and how to improve.

That's where content marketing analytics tools come in.

Content marketing analytics tools are digital platforms that help you understand how your content is performing. They provide insights into key metrics like site traffic, social media engagement, search rankings, and whether your content is driving conversions.

They help make sense of your content so you can optimize your content marketing strategy. They show key metrics like site traffic, social engagement, search performance, and whether your long blogs are converting readers.

But with many options, finding tools for B2B SaaS teams is hard. We've listed the top content marketing analytics tools to prove & improve the impact of content. These tools ensure you're making progress with your content, not just treading water. Let's get started!

tl;dr

Content marketing analytics tools help SaaS businesses understand and optimize their content strategy.
Key features in these tools include visualizations, customer journey insights, integrations, metric tracking, an intuitive user interface, customizable reporting options, and real-time analytics
The 6 best content marketing analytics tools for SaaS include: Factors, Google Analytics, HubSpot, HockeyStack, Dreamdata, and Matomo
The right content marketing analytics tool can make your decision-making and optimization efforts more streamlined and provide valuable insights into audience engagement and campaign performance.
Factors helps you identify top-performing content, uncover hidden patterns, and track customer journeys, ensuring that your content marketing strategy continually evolves for maximum impact.

What to look for in a content marketing analytics tool?

Every tool is designed with a specific audience in mind. But here are some of the features that your content marketing analytics tool must possess.

Account Visualizations: Visualizations translate raw stats into a form simple to grasp and analyze. They help you quickly spot trends, patterns, and outliers that wordy stats may miss. A solid analytics tool will offer various visual formats, like charts, graphs, and heat maps, to suit different data types and needs.
Insight into Customer Journeys: Each customer interaction with your content is a step in their journey. Insight into how customers interact with your content is key to improving your content strategy. The analytics tool you choose should show each customer's full path, tracking what they do across channels and touchpoints. This means seeing the content they connect with, the actions they take, and the order of these interactions.
Integrations with Other Tools: No tool operates alone. Your content marketing analytics tool must work with your other marketing software. This could mean your CRM, email tool, social media manager, and more. Seamless linking allows centralized data control, eliminating manual data transfer between systems.
Ability to Track Relevant Metrics: Not all metrics are equal. The tool should track metrics most relevant to your goals. If your goal is brand awareness, track page views and social shares. If lead generation is what you’re after, track form completions, and newsletter signups. The tool should allow custom metrics for your needs.
Intuitive User Interface (UI): A tool can have all features but if it’s hard to use, no one will want to use it. An intuitive interface makes it easy for all skill levels to navigate the tool and leverage it for their use cases. This means clear menus, logical layouts, and helpful tips.
Customizable Reporting Options: Every business is unique, as are reporting needs. A good tool allows customized reports to focus on important data. You may also want a tool that allows you to choose metrics, how they're displayed, and who they're shared with. Custom reports also make it easier to share insights with stakeholders.
Real-Time Analytics: The digital world constantly changes. What worked yesterday may not work today. Real-time analytics lets you monitor content performance now so you can quickly spot and respond to changes like traffic spikes, engagement drops, or social share surges. Responding fast gives you an edge.

6 Best Content Marketing Analytics Tools for SaaS in 2025

Let’s get started with the 6 best content marketing analytics tools that you must try.

1. Factors.ai

Factors is a must-have tool for B2B marketers. It provides real-time data and actionable insights that help B2B companies maximize content impact and drive measurable results. With Factors, you get a custom snapshot of how your audience is engaging with your content assets so you know what's working, what's not, and what needs to change.

Factors automatically tracks and compiles key content marketing metrics saving you time. You can use these data-driven insights to refine your content creation, enhance the distribution of your top-performing content, and refresh older content that needs improvement.

“The quality of data is amazing. It's one of the best in the market. With Factors.ai we have been able to increase our top of the funnel and at the same time we have been able to add a few into the middle of the funnel.” — Wilson L., 5-star review on G2.

Features

Factors offers a wide range of features designed to help you optimize your content marketing efforts:

Comprehensive Content Analytics: Factors gives you in-depth insights into how your content is performing, who's engaging with it, and how well your campaigns are working. It helps content marketers easily see what's effective and make changes to optimize their strategy. As Praveen R., Head of Product Marketing at a small startup put it, Factors helped them identify the content and pages that were working well and offered good insights into the typical customer journey.
Explain Feature: The "Explain" feature helps uncover important patterns in your data so you can spot trends and understand what's driving your results. Anirhudh Sridharan found it helpful in digging out patterns that impact their conversion metrics.
Automated Alerts and Notifications: With this feature, you can get automated notifications about important visitor activities so you can respond promptly, engage leads at the right time and access a bigger pool of potential customers. Some Factors users have said that implementation of Factors has substantially expanded their top-level pipeline, granting them access to a broader pool of potential prospects and allowing them insight into each prospect's characteristics and behaviors.
Attribution Tracking for Content Campaigns: This feature helps you keep track of how your content campaigns are performing across channels so you can double down on what's working and optimize your strategy. Chaitanya G., Head of Growth at a startup mentioned, Factors provides effective solutions to various challenges faced by marketing teams while offering automated alerts, enabling them to engage with prospects at the right time and focus on targeted campaigns that result in higher ROI.

Easy Integration with Marketing Tools: Factors integrates perfectly with the platforms you already use, bringing all your data together for a complete picture of how your content is performing. No more juggling metrics across different places—get it all in one spot for easy insight into what's driving your results.
Account Segmentation and Audience Insights: Factors gives you the power to segment accounts based on their behaviors and interests so you can tailor your marketing just for them. See who's engaging with what content, how they're interacting with your brand over time, and what makes them tick. Then craft targeted messaging and content to match. Gayatri Ivaturi S., Director of Digital and Content Marketing at a Mid-Market company, said Factors allow them to understand website activity and buyer intent at an account level. Combining multiple custom reports, they segment and target leads based on this behavior and intent data.

“Implementing automated alerts by Factors has dramatically enhanced the efficiency of our sales team. Gone are the days of dedicating countless hours to researching prospects before initiating contact, as we now possess all the necessary information readily accessible.” — Ashok D., 5-star review on G2

Integrations

Factors.AI offers a wide range of integrations to ensure seamless data flow and enhanced functionality. Here are some of the key integrations and how you can use them:

6signal: Discover anonymous companies on your site so you can understand their behavior and interests.
Clearbit Reveal: Get the details on the companies stopping by your site so you can tailor your marketing to them.
Salesforce: See how your marketing activities directly impact your sales and get insights right in your CRM.
HubSpot: Share data between your marketing platform and CRM for a complete customer view and optimized efforts.
Segment: Bring all your customer data together for a deeper analysis of your audience and how to best engage them.
Rudderstack: Get a 360-degree customer view for smarter marketing and customer experiences.
Google, Facebook, LinkedIn, and Bing Ads: Track how your ad campaigns are performing straight from Factors. Optimize your ad spend based on real data.
Google Search Console: Gain insights into your site's visibility and performance in Google search. Improve organic traffic based on search behaviors.

For a full list of integrations, check out Factors’ integration page.

Pricing

Learn more about pricing here: www.factors.ai/pricing

2. Google Analytics

Google Analytics (GA)—we all know it and we've all used it at some point. For B2B SaaS brands, GA provides insights into who your customers are, how they're engaging with your content, and where the cracks are in their journey.

Features

Google Analytics offers a range of features that are relevant to content analytics, visualization, reporting, and dashboards. Here are some key features:

Customer-Centric Measurement: Google Analytics allows you to understand how your customers interact across your sites and apps, throughout their entire lifecycle.
Insights to Improve ROI: With Google's machine learning capabilities, Analytics can uncover new insights and anticipate future customer actions.
Connect Your Insights to Results: Analytics integrates with Google's advertising and publisher tools, giving you the flexibility to optimize your marketing performance based on the insights you gain from your data.
Make Data Work for You: Google Analytics offers an easy-to-use interface and shareable reports. You can quickly analyze your data and collaborate with your team, making your data work for you.

Integrations

Google Analytics is designed to work seamlessly with other Google solutions, providing a complete understanding of your marketing efforts and enhancing performance. Some of the top integrations include:

Google Ads
Search Ads 360
Display & Video 360
Google Cloud
Google Search Console

Apart from these, most tools integrate and pass data to Google Analytics

For more detailed information on these integrations, you can visit the Google Analytics Integrations page.

Pricing

Google Analytics is a free tool, making it an excellent choice for businesses of all sizes. For more advanced features, Google offers Analytics 360, a more customizable version of Analytics, that is part of Google’s paid suite of products. That said, pricing starts at $150,000 per year which may not be affordable for midsized companies.

3. HubSpot

HubSpot is a comprehensive marketing analytics platform that provides insights into your marketing efforts and their impact on revenue. It offers a suite of tools for tracking, reporting, and analyzing your marketing channels.

Features

Track the Complete Customer Lifecycle: With Hubspot, you can build reports that analyze your CRM data to discover key trends. Track the actions of your website visitors to understand behavior and trigger automation workflows. Use multi-touch revenue attribution to map how marketing touchpoints work together to drive revenue.
Check Site Performance and Measure Traffic: You can measure traffic to your website and check its quality based on interactions. This feature also allows you to analyze how each of your pages is performing, compare key metrics like sessions and conversion rates, and find out which traffic sources bring in the most sessions and customers over time.
Analyze Reports Across Several Marketing Channels: HubSpot's analytics are built into everything you do, right out of the box. You can see detailed reports for every marketing asset, from your website to emails, blog posts, social media, and more. Then add any report to your dashboard to track everything in one place.

Integrations

HubSpot seamlessly integrates with over 1,250 leading apps and web services, including:

Google Contacts
Mailchimp
Xero
Aircall
Airtable
Microsoft Dynamics 365

For more detailed information on these integrations, you can visit the HubSpot Integrations page.

Pricing

HubSpot's pricing for its marketing analytics software is structured as follows:

Professional Plan: Starts at $800 per month, billed annually. This includes 2,000 marketing contacts. Additional marketing contacts cost $225 per month per 5,000 contacts.
Onboarding Fee: You’re also charged a $3,000 onboarding fee for the Professional plan and a $6,000 onboarding fee for the enterprise plan.

4. HockeyStack

HockeyStack is an analytics and attribution tool designed for B2B companies. It provides a complete picture of every customer touchpoint, from the first interaction to the closed deal, helping you refine your marketing strategy.

Features

Attribution 2.0: HockeyStack uncovers every touchpoint, from the first interaction to the closed deal, providing a comprehensive view of the customer journey.
Custom Dashboards and Reports: HockeyStack allows you to create custom dashboards and reports to visualize your data in a way that makes sense for your business.
Goal, Funnel, and Segment Tracking: Track your marketing goals, funnels, and segments to understand the effectiveness of your marketing efforts.
CRM, Billing System, Customer Support, and Ad Network Integrations: HockeyStack integrates with your existing tech stack, providing a unified view of your marketing, sales, revenue, and product data.

Integrations

CRM: HubSpot, Salesforce
Ads: Google, Facebook, LinkedIn, and Twitter Ads
Account-Based Marketing: 6sense, Rollworks
Marketing Automation: Mailchimp, Pardot, Marketo, HubSpot Marketing Hub

For more detailed information on these integrations, you can visit the HockeyStack Integrations page.

Pricing

HockeyStack's pricing starts from $949 per month for 10,000 visitors per month and 10 seats. The setup and onboarding are completely free.

5. Dreamdata

Dreamdata is a B2B revenue attribution platform that connects your content to pipeline and revenue. It provides insights into how your content is influencing leads, prospects, and new business, helping you make data-driven decisions about your content strategy.

Features

Content Analytics: Dreamdata's Content Analytics provides insights into how your content is influencing leads, prospects, and new business.
Content Funnel Performance: It allows you to see what content influenced your accounts at different stages of their journey.
Content Performance: With Content Analytics, you can identify what source channel is bringing in the right audience to your content.
Data-Driven Content Strategy: Dreamdata helps you develop a truly data-driven content strategy by providing insights into what content to create for each step of the funnel, how long to wait for conversions at each stage of the pipeline, what channels to invest more in, and which are your true evergreen pages.

Integrations

Dreamdata integrates with a wide range of tools across different categories. Here are some of the key integrations relevant to content marketing:

CRM: HubSpot, Salesforce, Pipedrive, Microsoft Dynamics
Ads: LinkedIn Ads, Google Ads, Facebook Ads, Twitter Ads
Marketing Automations: HubSpot, Marketo, Pardot
Customer Success: Intercom
Sales Tools: Outreach
Website Tracking: Segment, analytics.js
Data Warehouse: BigQuery, Amazon Redshift, Snowflake
Business Intelligence: Google Data Studio, Tableau, Looker, PowerBI, Metabase
Reverse ETL: Hightouch, Census

For more detailed information on these integrations, you can visit the Dreamdata Integrations page.

Pricing

Dreamdata offers several pricing tiers, starting from a free tier to custom enterprise solutions:

Free: $0/month, includes up to 30,000 Monthly Tracked Users, up to 5 Seats, B2B Web Analytics, Unified Ad Spend Report, Company Enrichment & Segmentation, De-anonymize Traffic, LinkedIn Ads Engagement, and the option to share reports with your colleagues.
Team: From $599/month, includes everything for Free, plus 30,000 Monthly Tracked Users, up to 10 Seats, Connect your CRM, Revenue & Multi-Touch Attribution, Performance Analytics & ROAS, Customer Journeys up to 2 years, LinkedIn & Google Conversion Optimization, and Data-Driven Contact to Company resolution.
Business: From $1,499/month, includes everything in the Team, plus 60,000 Monthly Tracked Users, 20 Seats, Connect your Marketing Automation, Replay Historical Tracking Data, Content Analytics, Customer Journeys up to 3 years, SSO & User Roles, and Shared SOC2 Type II Report.
Enterprise: Custom pricing, includes everything in Business, plus Unlimited Monthly Tracked Users, 30 Seats, ROI & CAC Reporting, Data Warehouse Access, Custom Stage Objects, Custom Attribution Model, SAML, OpenID, Azure AD, OneLogin, or Okta, and Service Level Agreement.

6. Matomo

Matomo is a powerful open-source analytics platform that provides insights into your website's traffic and marketing effectiveness. It's designed to give you complete control over your data, with a strong focus on privacy compliance.

Features

Content Tracking: Matomo's Content Tracking feature shows how effective specific pieces of content are at generating interactions on your website or app. It tracks content impressions and content interactions, allowing you to analyze the interaction rate and discover the most effective placements and variations for your content.
Customizable Dashboard: Matomo allows you to customize your dashboard to suit your needs, providing a personalized view of your analytics.
Multiple Integrations: Matomo can be integrated with the most popular Content Management Systems, Ecommerce platforms, and Tag Managers.

Integrations

Matomo offers a variety of integrations with popular Content Management Systems, Ecommerce platforms, and Tag Managers. Here are some of the key integrations:

Content Management Systems (CMS): WordPress, Wix, Webflow, Squarespace, Drupal, GoDaddy Website Builder, Jimdo, Microsoft SharePoint Online, Joomla, Kajabi
Ecommerce: Shopify
Tag Manager: Google Tag Manager
Other: Cloudflare, React, Vue.js

Pricing

Matomo offers several pricing plans, including a free option:

Free Plan: This plan is free and includes self-hosted analytics, full data ownership, and no data limits.
Cloud-hosted Plans: Starts at $23/month for 50,000 hits a month. The pricing increases as your monthly traffic grows. However, all plans, including the base plan have all the important features.
Enterprise Plan: If you need Custom data limits, custom data retention period, white labeling, custom domains, or specific enterprise requirements, this plan is the ideal fit for your needs.

Experience The True Potential of Your Content Marketing Analytics

The B2B SaaS landscape has evolved beyond traditional content marketing and embraced the power of data-driven decision-making. Content marketing analytics tools enable this transition and help marketers better understand their audience, optimize campaigns, and ultimately, drive growth and success.

Factors stands out as an exceptional choice for SaaS businesses in search of an analytics tool. It not only reveals hidden insights but also streamlines the most complex aspects of content marketing strategy. It works behind the scenes to reveal anonymous website visitors, track customer journeys, and offer actionable data. It equips businesses with the invaluable information needed for strategic, well-informed marketing decisions.

So, don't let the vast sea of data intimidate you. A powerful and flexible content marketing analytics tool like Factors can make your life simple.

Ready to make the best of your content marketing efforts? Book a demo with Factors today and see how it can help you make the right decisions.

Account-Based Marketing Team Structure: Key Roles and Responsibilities to Drive Success

June 12, 2025

•

0 min read

Account-based marketing (ABM) is unlike traditional marketing. Instead of trying to reach the masses, you focus on a small set of high-value accounts.

The ABM team crafts individually tailored content, advertisements, and emails for the target accounts, increasing the likelihood of conversion. For instance, consider a company that sells cybersecurity solutions to financial institutions. The target accounts are large banks and credit unions looking to upgrade their cybersecurity measures.

The ABM team creates tailored content such as case studies, whitepapers, and infographics. They also design advertisements highlighting the revenue losses from security breaches. All the content is tailor specifically for the financial industry, and sometimes even for specific companies.

This targeted approach makes ABM a powerful strategy. Businesses that used ABM strategies saw revenue growth of 208% and an average increase of 171% in their annual contract values.

Average annual contract value with ABM — Source

But you need a strong account-based marketing team structure to succeed. Without a proper team, even the most ambitious ABM strategy can quickly fall apart.

That’s why it’s important to know the key players and qualities of a good ABM team member before you begin structuring your ABM department.

TL;DR:

Account-based marketing (ABM) focuses on high-value accounts, requiring a well-structured team and diverse skill sets
Key team members include C-level executives, data analysts, strategists, designers, and content creators
CEO, CMO, and CRO provide strategic direction, align ABM with company goals, and drive revenue growth
Operations, Marketing, and Sales Managers oversee and execute various aspects of ABM campaigns
Execution-based roles include Performance Marketers, Graphic Designers, Content Marketing and Strategy, Social Media Marketers, and Copywriters
Proper team structure is critical for ABM success. It requires collaboration, strategic thinking, adaptability, and strong communication skills
Tools like Factors.ai can optimize ABM efforts by providing insights into customer journeys, visitor tracking, and marketing ROI optimization

Account-Based Marketing Team Structure

The account-based marketing team brings together people of diverse skill sets and varying levels of expertise to come together with a focused vision.

C-Suite and Directors

The C-Suite and Directors in the ABM team have higher-level access to company information and the long-term vision to align the team towards a singular goal.

Chief Executive Office (CEO)

Before any ABM campaign is planned out, the team needs to understand the long-term vision of the company. That’s where a CEO comes into play. With the top level view of the company, the CEO can assist the ABM team plan things out, provide feedback on strategies, and assist with connecting the team to high-value accounts through their networks.

Some of the key responsibilities of the CEO in terms of the ABM team are:

Setting the company's vision and long-term strategy
Providing leadership and guidance to the executive team
Building and managing relationships with key stakeholders
Representing the company to the public and media
Work with stakeholders for account scoring

Chief Marketing Officer (CMO)

The CMO has a critical role in the ABM team. This person helps define the strategy and keeps the ABM team aligned to the company’s goals at all times. The responsibilities may vary, but a CMO is generally involved in:

Providing strategic direction and guidance for the ABM program
Aligning ABM initiatives with the company's overall marketing strategy
Collaborating with the sales team to identify target accounts and prioritize outreach efforts
Ensuring that the ABM team has the necessary resources and tools to execute campaigns effectively

Chief Revenue Officer (CRO)

The CRO manages all things revenue and has the highest level access to the company’s inflow and outflow. A CRO can help the ABM team to:

Bring the sales and marketing teams together to create a cohesive ABM strategy
Ensure high-quality leads and revenue growth through the ABM program
Approve budgets to execute campaigns as and when required
Measure and analyzing the ROI of campaigns
Collaborate with the marketing team to help refine the ABM strategy over time

Sales Directors

Sales directors are responsible for driving revenue growth by managing the sales team and maintaining relationships with key clients. The sales directors might be involved in:

Collaborating with the marketing team to identify target accounts and prioritize outreach efforts
Providing feedback on the effectiveness of ABM campaigns in generating leads and driving revenue
Helping to refine the ABM strategy over time based on sales team feedback
Ensuring that the sales team is aligned with the ABM program and has the necessary resources to engage with target accounts effectively.

Managerial Roles in ABM

The success of an Account-Based Marketing (ABM) campaign is heavily dependent on the leadership and management of the team. Managers oversee and help with executing various aspects of ABM campaigns.

Operations Manager

The Operations Manager oversees ABM campaigns from planning to execution. They ensure that all tasks are completed on time and that the team works efficiently. The ops manager also helps the ABM team manage the budget and execute tasks cost-effectively.

Some of the key responsibilities of the Operations Manager in ABM include:

Overseeing the development of the ABM strategy and ensuring it aligns with the company's overall goals
Managing the budget for the ABM campaign and ensuring that expenses are within the allocated budget
Setting up systems and processes to track the progress of the ABM campaign
Collaborating with the Marketing and Sales team to ensure that the campaign is effective in generating leads and revenue
Reporting on the progress of the ABM campaign to senior management

Generally, the operations manager needs to be on top of things to ensure proper execution of the campaigns.

Depending on the org structure in the company, operations manager may also keep track of the key ABM metrics like customer acquisition, customer retention, and customer engagement.

This can help determine whether the current marketing strategies are effective and whether they need to be modified.

Marketing Manager

The Marketing Manager is responsible for the creative aspects of the ABM campaign, such as developing the messaging and designing the creatives. They work closely with the Operations Manager to ensure that the campaign is executed according to plan. Some of the key responsibilities of the Marketing Manager in ABM include:

Developing the messaging and creatives for the ABM campaign
Identifying the right channels to reach the target accounts
Developing and executing marketing campaigns that align with the ABM strategy
Measuring the effectiveness of marketing campaigns and making necessary adjustments
Collaborating with the Sales team to ensure that marketing efforts are aligned with sales objectives

Since a major part of the marketing manager’s role is understanding analytics and data, they can greatly benefit from marketing analytics tools like Google Analytics, Factors.ai, and Microsoft Clarity.

These tools can help measure the performance of marketing campaigns, track visitors and engagement, perform revenue attribution, and identify areas for improvement.

Sales Manager

The Sales Manager is responsible for working with the Sales team to ensure that the ABM campaign is generating leads and revenue. They work closely with the Operations and Marketing Managers to ensure that the campaign is executed smoothly.

Some of the key responsibilities of the Sales Manager in ABM include:

Collaborating with the Marketing team to identify high-value accounts
Identifying decision-makers and key contacts within the target accounts
Developing and executing a personalized outreach strategy for each account
Reporting on the progress of the ABM campaign to senior management
Nurturing relationships with key clients and ensuring their needs are met

Sales managers can also choose to employ a conversational ABM strategy to improve the sales team output. This strategy uses chatbots as the first point of contact, helping sales teams filter clients and improve conversions.

Strategy and Execution-Based Roles

While the senior-level team members provide strategic direction, the execution-based roles do the groundwork for ABM campaigns.

Performance Marketers

Performance marketers are responsible for creating and executing paid advertising campaigns. They come up with strategies to target the right audience, work with graphic designers to design ads, and monitor campaigns’ performance to optimize results. The responsibilities of performance marketers include:

Creating the target audience and segmenting for better targeting
Keeping track of campaign performance metrics using analytics tools like Factors and Google Analytics
Collaborating with designers, content strategists, and copywriters to design and create ad copy and landing pages

Graphic Designers

Graphic designers play a crucial role in creating personalized and tailored designs for the ABM campaigns. But generic designs will fail to meet the standards here.

ABM designs need to capture the attention of your target audience and make a lasting impact.

Graphic designers must deliver their highest quality work, bringing creativity and innovation to the table. The designers must also have a deep understanding of the target account's preferences and expectations to truly resonate and drive engagement.

Here are some key responsibilities and qualities of a graphic designer in an ABM team:

Collaborate with the marketing and strategy teams to create designs that resonate with target accounts
Craft graphics for various marketing materials, such as display ads, social media posts, landing pages, and email campaigns
Ensure that all visual elements are consistent with the company's branding and visual identity guidelines
Optimize and repurpose graphic content for use on different social media platforms

Content Marketing and Strategy

Content is an important part of any ABM campaign. For instance, the content strategy team begins identifying topics that are important to your target audience.

The content marketing team then creates blog posts, whitepapers, and case studies around the topics to rank on search engines and be shared with the target accounts.

They may also collaborate with the sales team to identify content gaps and create additional content that speaks to the pain points of target accounts.

Some of the major responsibilities of the content marketing and strategy team may include:

Conducting keyword research to optimize content for SEO
Developing content that speaks to the pain points of target accounts
Creating a content calendar to ensure consistency in messaging
Developing and executing on a social media strategy to promote content
Measuring and analyzing the performance of content to make data-driven decisions

Social Media Marketers

Social media marketers are responsible for ensuring regular engagement with the target accounts. They mould the social presence in a way that the target accounts find value in following your company profile—thus giving you direct access to these accounts. The responsibilities of social media marketers include:

Creating and managing social media accounts
Developing social media strategies that align with the ABM campaign's objectives
Creating social media content that resonates with the target audience
Engaging with the target audience on social media channels

Copywriters

Copywriters are responsible for creating compelling copy that resonates with the target audience. They work closely with content strategists to ensure that the copy aligns with the ABM campaign's objectives. The responsibilities of copywriters include:

Creating copy for ad campaigns, landing pages, and other marketing materials
Collaborating with content strategists to ensure that the copy aligns with the ABM campaign's objectives
Conducting research to identify the pain points of the target audience
Writing compelling copy that resonates with the target audience

Why is team structure important for ABM?

The process of an ABM campaign goes from designing the strategy, to gathering data and analyzing it, and finally executing the campaign based on the findings. But because of the highly personalized nature, account based marketing involves stakeholders from multiple teams for insights and feedback.

ABM teams need a lot of ad-hoc decision-making and creativity, so everyone on the team works towards a common goal, communicates effectively, and supports each other.

This is why proper team structure is critical to the success of ABM campaigns. It allows for seamless integration of strategies and effective collaboration among team members.

Apart from the basic understanding of the role and being able to collaborate with a diverse set of individuals, here are a few qualities of a great ABM team member:

Use data and analytics to guide decisions and actions
Ability to find creative solutions to challenges
Adapt to changing situations and priorities

Achieve ABM Success With a Strong Team

A strong and effective team is crucial to the success of any ABM initiative. With the right mix of talent, expertise, and collaboration, your ABM team can unlock the full potential of your marketing efforts and drive meaningful results.

But to truly take your ABM to the next level, you need the right tools and technologies at your disposal. That's where Factors.ai comes into play. It offers deep insights into customer journeys, anonymous visitor tracking, and marketing ROI optimization, helping you to identify sales-ready accounts, automate analytics, and prove the revenue impact of every touchpoint.

With Factors, you can reduce your CAC, improve ROI, and accelerate revenue growth seamlessly. Schedule a demo today and see for yourself how Factors can transform your ABM approach and drive more pipeline with less spend.

Conclusion

An effective Account-Based Marketing (ABM) team structure integrates strategic leadership with specialized execution roles to target high-value accounts.

Key components include:

1. C-Suite Leadership: The CEO, CMO, and CRO provide strategic direction, ensuring ABM initiatives align with overarching business goals and fostering cross-departmental collaboration.

2. Operational Management: Operations, Marketing, and Sales Managers oversee campaign execution, manage budgets, and coordinate efforts across teams to ensure smooth implementation.

3. Execution Roles: Performance Marketers, Graphic Designers, Content Strategists, Social Media Marketers, and Copywriters work together to create and execute tailored campaigns that effectively engage target accounts.

That said, tools like Factors enhances this structure by offering valuable insights into customer journeys, visitor tracking, and marketing ROI, optimizing ABM efforts and ensuring campaigns are finely tuned to deliver maximum impact.

FAQs

1. What qualities should I look for when building my ABM team?

Here are some of the qualities to look for in an ABM team member.

Strong collaboration skills
Strategic thinking.
Analytical mindset
Adaptability for constantly changing environment
Creativity
Strong communication skills

2. How do I create an ABM team?

Creating an ABM team involves understanding your end goals and finding people to fill the talent and skill gaps within your marketing and sales teams. However, here are the general steps to build your ABM team.

Establish the end results you want to achieve with an ABM team
Based on the goals, identify what skills and expertise is needed for your marketing team. This could include account management, data analysis, content creation, and project management
Hire people with the required skill sets and establish clear roles and responsibilities for each of the new team members
Create an open environment for the team to collaborate with the stakeholders as an when required for the successful execution of your ABM campaigns

The Beginner’s Guide to Account-Based Selling (Tips for 2025)

April 21, 2025

•

0 min read

Cold calls that lead nowhere. Generic pitches that fall flat. And data overload with no clear strategy. We’ve all been there.

But what if you could truly know your target customers, connect with them on a human level and win their business with precision and care?

That’s Account-Based Selling (ABS).

In this guide, we'll explore ABS and why it's reshaping sales, especially for new SaaS companies. We'll also look at account intelligence tools like Factors that are making this targeted approach possible.

Sound good? Let's dive in.

TL;DR;

Account-Based Selling (ABS) treats each company as a unique market, focusing on multiple stakeholders. It's ideal for B2B with complex sales cycles
Benefits of ABS include greater control over your sales pipelines, personalized messaging, lower acquisition costs, and aligning sales and marketing teams
Tools like Factors enhance ABS with account intelligence, journey mapping, and attribution
Assess resources, tech, market, differentiation, and executive buy-in to determine if ABS fits
ABS offers a more informed, strategic approach vs. hunch-based calling or generic pitching

What Is Account-Based Selling?

Account-based selling (ABS) and account-based marketing (ABM) are quite similar.

The main difference—ABS focuses on sales while ABM focuses on marketing.

Account-based selling treats each target company as a unique market. Unlike traditional sales methods that focus on individual leads, ABS focuses on an entire account or business. This means you consider all the possible stakeholders and decision-makers when performing outreach and creating your messaging.

Here's how ABS works:

Sales and marketing select target accounts that fit the ideal customer profile. This process is called account scoring. These are the companies most likely to benefit from the offering.
Buyer personas are created to understand the various stakeholders' needs within each account.
Personalized content is then developed to appeal to the interests of each stakeholder.
Sales representatives conduct personalized outreach to each stakeholder using tailored content.
The goal is to nurture and guide stakeholders through the buyer's journey by resonating with their specific needs and interests.

ABS takes time to understand stakeholder needs and creates customized messaging. It's like tailoring a bespoke suit, instead of a premade piece.

Let’s consider Trello—a project management tool. Suppose they want to target mid-sized companies since those have fewer employees managing multiple functions—a project management tool is perfect. Within those companies, they would create and send the project managers content about efficiency, the IT staff content about integration, and the executives content about ROI.

This approach, while more intensive, talks directly to the audience and covers a broad range of pain points. The more stakeholders learn about your product, the easier it becomes to get your target accounts to adopt your products.

But is it only applicable to B2B or would ABS also work for B2C businesses?

Is Account-Based Selling Better Suited to B2B or B2C?

Account-based selling is a more targeted and meticulous approach to selling.

You need time and resources to understand an account’s needs, who the buyer is, what are the pain points, and how the product can be tailored to satisfy those needs.

The B2C market may not be the right fit for such a high-commitment approach to sales. Let’s look at how ABS suits B2B vs B2C.

	B2B Approach	B2C Approach
Decision Makers	Multiple stakeholders influencing the buying process	Individual consumers based on personal interests/needs
Product Complexity	Complex, customized solutions	Simpler, off-the-shelf offerings
Relationship Focus	Long-term relationships, recurring revenue	One-time transactions
Sales Cycle Length	A longer, more patient approach focused on penetrating accounts	Shorter, quick attention-grabbing
Financial Commitment and Risk	High financial commitment and risk, consultative experience	Smaller-ticket items, lower financial commitment
Approach	Tailored, consultative, trust-building	Mass marketing, product-focused

Account-Based Selling for B2B

B2B involves higher commitment and longer sales cycles including multiple decision makers.

Deals with multiple decision-makers and stakeholders within an organization who influence the buying process. ABS allows sales teams to identify each stakeholder, understand their specific interests and pain points, and tailor messaging to resonate with each person.
Products and services tend to be highly complex and customized. ABS enables sales reps to take time to deeply understand a client's unique business challenges and craft tailored solutions.
The focus is on long-term customer relationships versus one-time transactions. Account-based selling nurtures relationships over months or years and emphasizes recurring revenue versus individual sales.
Sales cycles are longer due to multiple stakeholders and complex products. It is a patient approach focused on carefully penetrating accounts versus rapid product pushing.
Purchases involve high financial commitment and risk for the client. This approach builds trust to provide a consultative experience and gives clients confidence in major decisions.

However, this complex B2B buyer journey also translates to higher revenue per client compared to a B2C audience.

Account-Based Selling for B2C

B2C is a numbers game—the more people see your product, the more conversions you have. You can always go deeper within a niche and personalize content for your users. But the ROI on that effort would be much lower than B2B. Here’s why:

Individual consumers make purchases based on personal interests/needs versus organizational fit. A mass marketing, product-focused approach may resonate more than account-based selling.
Products tend to be simpler, off-the-shelf offerings requiring little customization or explanation of features/benefits. Less need for a highly tailored, consultative sales approach.
The focus is on one-time transactions versus building relationships and recurring purchases over time. Account-based selling is inefficient when one sale is the primary goal.
Sales cycles are typically much shorter and involve little risk for the buyer. Quickly grab attention versus meticulously building account awareness over an extended period.
Purchases are smaller-ticket items involving lower financial commitment. There’s less need to build a case for purchase through account-based selling techniques.

Because of the higher commitment and upfront cost, ABS may not make financial sense for B2C businesses.

Benefits of Account-Based Selling

Account-based selling represents a seismic shift in how many organizations approach sales and marketing. This approach offers several key advantages.

1. Greater Control Over How You Target Customers

Account-based selling allows sales teams to intimately understand each target account. Treating each account as a unique market, your sales reps can dive deep into the specific needs, challenges, and decision-making dynamics within each organization.

For example, a software company selling to hospitals may devote resources to understanding the typical procurement cycles, IT infrastructure, and patient billing workarounds within a large healthcare system. Equipped with this insight, the sales team can craft resonating proposals for each stakeholder group within the hospital.

2. More Personalized Messaging

This ability to fine-tune messaging also fosters greater personalization. Because sales have rich buyer personas for each decision-maker within an account, they can speak directly to individual priorities and pain points. Instead of generic messaging, account-based selling enables highly personalized outreach.

This personalization, in turn, helps build meaningful connections and increases sales efficiency. Sales teams no longer waste time cold calling or emailing broad prospect lists. Every communication is targeted and purposeful. Consequently, sales cycles are often shorter, and conversion rates are higher with account-based selling.

3. Can Lower Cost of Acquisition

Account-based selling also fosters tight alignment between sales and marketing teams. Marketing gains critical insights from sales on customer needs that inform campaigns and content creation. And sales leverages marketing outreach to penetrate and engage target accounts. This unified strategy amplifies results and ensures both teams are working toward the same goals.

When a company leverages ABS, every dollar spent on advertising and content creation is targeted to a single entity. You’re more likely to convert your account with this approach here compared to using a mass appeal approach.

Also, because you’re targeting a very small set of untapped users, the advertising costs are likely to be lower than your traditional marketing. And with that, you reduce your acquisition costs over time.

4. Better Alignment with Marketing Team

While account-based selling requires more upfront research and coordination, the payoff can be huge. Companies report larger deal sizes, shortened sales cycles, expanded deal volume, and increased customer retention from the approach.

And this is one of the few strategies where the marketing and sales teams have to collaborate to create successful strategies. You will notice this based on the roles in an ABM team.

For instance, if you’re targeting a mid-sized B2B company, your marketing team can identify all the pages and resources visitors from the target account have consumed. With that data, the sales team can create sales collateral like battle cards and pitch decks that better speak to the pain points of the client.

Account-based selling could very well represent the future of B2B sales and marketing for organizations selling complex, high-value solutions. But is this the right approach for your business?

How to Decide if Account-Based Selling Is For You?

Account-based selling can be a highly effective sales strategy but requires careful evaluation to determine if it aligns with your organization's resources, market landscape, and overall objectives.

When assessing the viability, here are some of the key factors to analyze:

1. Sales Team Expertise and Bandwidth

Implementing ABS requires sales reps with the skills to thoroughly research target accounts, craft customized messaging, and build relationships wiith multiple stakeholders.

Assess whether your team is ready for this shift or if extensive training is needed. Also evaluate if reps have the bandwidth to dedicate time to fewer, high-value accounts.

2. Investment in Technology

Account-based selling relies heavily on technology to coordinate account data, optimize touchpoints, and track progress. Your tech stack needs robust integration, analytics, and automation capabilities to enable a streamlined ABS workflow.

If current systems are lacking, you may want to look for better tools. Tools like Factors can be instrumental in this process. It provides user journey mapping to understand the customer's path and identify key touchpoints. They can also help you understand your audience better through account intelligence and custom reporting features.

3. Understanding Your Total Addressable Market

ABS works best when tightly focused on a clearly defined market segment. Carefully analyze your TAM to identify niche opportunities and pockets of high-value accounts to pursue. Take a selective and strategic approach to mapping your target accounts.

Suppose you have created a plugin for Shopify store owners that costs $10/month. In this case, it may make more sense to reach as many stores as possible instead of targeting one. That’s because the maximum revenue will be $10/month. Unless you have higher, more expensive tiers, ABS may simply end up requiring too many resources for negligible returns.

But flip the script with higher pricing— say $2500/month—and you now have every reason to identify target accounts from your existing website visitors, double down on creating targeted messaging, and make your marketing as personalized as possible.

4. Competitive Differentiation

In saturated markets, ABS can help differentiate you, but analyze whether your product/service offers enough unique value in the eyes of your chosen accounts. Talk to prospects and gauge interest levels and identify areas where you can provide superior solutions.

The more you understand about your product from your prospects and customers, the better it is for your marketing messaging. Through these demo calls, you could even find multiple use cases that you never really thought of!

5. Executive Buy-In and Patience

Gaining access to and winning over executive-level decision-makers takes time. Ensure leadership understands the longer sales cycles required for ABS success. Sustained commitment to chosen accounts is vital.

The integration of advanced analytics tools like Factors, with its relevant features such as account intelligence, user journey mapping, and marketing attribution, can help you gain deeper insights and improve your ABS processes.

Account-based selling brings strategic focus to sales. But it requires organizational realignment, thorough market analysis, and executive patience. So you may want to consider these points when making your decision about ABS.

Ready to Take the Obvious Next Step in B2B Sales?

Look, I get it. Traditional sales feel comfortable. It's what we've always done—call a lot of prospects, pitch to anyone who will listen, cross your fingers, and hope something sticks.

But that scattershot approach is starting to feel outdated. Sales have evolved, and it's time to get strategic and targeted, especially if you’re in the B2B space.

Account-based selling helps you play a winning game.

You research accounts, understand their needs, and craft tailored solutions—making your approach about quality over quantity—finding the right fit instead of throwing spaghetti at the wall.

And tools like Factors make this process so much smoother. You get the intel and insights you need to map accounts, attribute success, and turn sales into a science.

ABS is already here. So why keep playing by the old rules? Book a call with Factors to start your account-based selling journey today.

Top 10 Warmly.AI Alternatives-Compare Pros, Cons & Pricing

April 9, 2025

•

0 min read

12 Content Marketing Metrics & KPIs For SaaS Companies

March 20, 2025

•

0 min read

For SaaS businesses, content is more than a 'good-to-have'—it's a business asset. A staggering 92% of marketers acknowledge the importance of content in the growth of their business.

But, merely recognizing the importance is not enough. You also need to understand what effective content marketing is, how it catalyzes growth, and what metrics can measure its effectiveness.

In this article, we’ll look at the top content marketing metrics and KPIs you need to measure for content effectiveness and success. Let's get started.

What are Content Marketing Metrics?

Content marketing metrics quantify the effectiveness of your strategy and content marketing efforts. They offer an understanding of how well your content—whether blogs, emails, videos, etc.—is engaging your target audience and converting them into customers.

As you continue to scale content, tracking these metrics should be of utmost importance, especially for SaaS marketing teams.

These metrics provide clarity about the strengths and weaknesses of your content strategy and can help you measure specific attributes of your content that your target audience likes—guiding your future content decisions.

Most importantly, content marketing metrics serve as a gauge for your content's impact on your business success, helping you make data-driven decisions and strategic adjustments to enhance the ROI.

Why Your SaaS Company Needs to Track Content Metrics

Content marketing metrics provide key insights into what's performing, what's not, and where you need to make changes. Metrics help you:

Understand Your Audience Behavior: Stats like page views, time on page, and bounce rate paint a clear picture of how your audience interacts with your content. Are they hooked or leaving quickly? What content pieces are they consuming? And how can this data help create content that aligns with our audience's preferences? These insights help you create content that better fits what your audience wants.
See Content Performance: How do you know if your content is successful? Social shares, comments, and conversion rates show whether your content resonates with your audience and leads them to sign up, download, buy, or any other goal you may have.
Plan Future Content: By tracking metrics over time, you spot trends and patterns to shape your future content plans. For example, if one type of content always does well, create more of that type of content.
Optimize Your Content: Tracking metrics allow constant optimization of your content. You can test different strategies, see their impact, and refine your content based on what works best.
Prove ROI: Content marketing costs time and money. Metrics such as revenue, leads generated, and customer acquisition cost help show it's worth the investment. Execs want to see returns.

Next, let’s explore the types of metrics SaaS companies should monitor.

The Metrics Guiding Your B2B Content Strategy

As a B2B company, content marketing metrics are your compass to success. They show how to navigate the sea of content and connect with your audience. Here we explore the five types of key metrics to measure:

Consumption Metrics

These are the most basic metrics and provide insights into how your audience consumes your content. These metrics also look at the frequency and depth of their content consumption.

content marketing metrics dashboard in Factors

Stats like pageviews, sessions, and referrals reveal how many view your content, how often, and the channels they use.

Engagement Metrics

With engagement metrics, you can determine how your audience interacts with your content. They also help you guide your future content creation decisions by understanding what content is attractive to your audience.

Data on likes, shares, comments, and session duration are a few examples of engagement metrics. Keep track of these metrics to ensure steady growth and to build influence over time.

Retention Metrics

Once your audience has consumed and engaged with your content, they can either bounce off to never return, or keep coming back for more. Retention metrics help you understand how many of your users return to your content or website for more.

Data on return visits, subscription rates, and churn rates signal how valuable your audience finds your content.

For a SaaS business, retention can be difficult as competitors are prying for opportunities to copy your effort. But once you develop a content moat (think Hubspot or Drip), you have a strong business asset that prevents your customers from going elsewhere.

Cost Metrics

Next we come down to the metrics that tell you how valuable the content is for your business. These numbers include the cost per lead (CPL), cost per click (CPC), return on ad spend (ROAS), ROI, and others.

Cost metrics show whether your content achieves outcomes efficiently. It also helps you understand how long before your content starts generating positive ROI for your business and can help guide your budgeting decisions.

Lead Gen Metrics

Businesses create and distribute content to bring in leads. Lead gen metrics tell you how many leads your content has generated.

These metrics include lead volume, lead quality, and conversion rates indicating your content's impact on your business.

While these metrics may work individually, a combination of these metrics gives you a holistic view of your content performance. They steer your strategy by revealing what's effective and what needs refinement.

Content Marketing Metrics vs. KPIs: What’s the Difference?

Metrics and KPIs are words commonly thrown around in the marketing world. But what’s the difference? While KPIs and metrics are both quantitative measurements, they serve different purposes.

Aspect	KPIs	Metrics
Purpose	Measure performance toward specific business goals	Measure the performance of specific business processes
Level Of Focus	High-level, strategic	Lower-level, operational, or tactical
Objective	Tied to an outcome or target	Measure day-to-day performance
Communication	Used to communicate the progress of business goals	Used to track specific areas or processes

While all KPIs are metrics, not all metrics are KPIs. Understanding the difference between these two can help you better track and measure your content marketing success.

12 Content Marketing Metrics and KPIs SaaS Companies Should Measure

Now that you have a grasp on the types of metrics in content marketing, let’s look at the 12 most important content marketing metrics you need to keep track of to ensure your decisions are backed by the right data.

1. Organic Traffic

Organic traffic is the number of visitors who land on your website from unpaid search results.

This metric is a testament to the quality of your website's search engine optimization (SEO). It's a reflection of your website's relevance and the quality of its content. The higher your organic traffic, the more opportunities you have to generate leads and conversions.

Suppose you have recently started a blog to drive more organic traffic. You look at a tool like Google Search Console or Factors to see that your website has received 5,000 visits from organic search after a month of content efforts.

This indicates that 5,000 people found your website through a search engine and visited your site, demonstrating the effectiveness of your SEO efforts. Here, you can also check the keywords and terms that people search for to find your content.

2. Impressions

Impressions represent the number of times your ad or content is displayed and viewed by users. In the context of digital marketing, impressions give you an idea of the reach of your content. It's a measure of potential audience size, giving you insights into the potential reach of your content or ads.

Factors helps you see the exact number of impressions for all your campaigns in a single place. It makes it easy for you to take a holistic decision on what campaigns are working and how you can optimize your marketing channels with the best ads.

Consider that you run a LinkedIn ad campaign and your ad has 10,000 impressions. This means LinkedIn showed your ad to 10,000 people. It also helps you decide if segmenting further or broadening your keywords and audience can improve reach and targeting.

3. Clickthrough Rate

Clickthrough rate (CTR) is a ratio that compares the number of times your viewers click on a specific link to the number of total views on a page, email, or advertisement.

It's a key performance indicator for ad campaigns and provides insights into the effectiveness of your ads or emails. A higher CTR indicates that more people are clicking on your link, which could lead to higher conversions.

For example, an ad that was displayed 10,000 times (impressions) and received 200 clicks has a CTR of 2%. This means that 2% of the people who saw your ad ended up clicking on it. With this metric, you understand how well your ad copy or content is working for your audience on the platform.

4. Content-Assisted Demos

Content-assisted demos are the number of demos that were influenced by your content.

This metric is part of the marketing funnel and helps you understand the effectiveness of your content in driving leads and sales. It's a powerful indicator of the quality and relevance of your content, as it shows how well your content is able to engage potential customers and lead them further down the sales funnel.

Let’s assume you've published a blog post about the benefits of your product and included a call-to-action (CTA) to schedule a demo. Of 10,000 people who visit the blog post, 500 book the demo.

That gives you a CTR of 5%. However, attributing it to your content could be difficult. A tool like Factors can help you visualize the marketing funnel and tell you exactly how many of your leads came from your blog posts vs your website home page.

5. Bounce Rate

Bounce rate measures the percentage of visitors who land on your website and exit your website without looking at other pages. In other words, they "bounce off” instead of continuing to other pages within your site.

While this could indicate that your content solves the need that a user came in for, it also tells you that there’s more you can do to retain your visitors. The average bounce rate hovers around 50%.

To calculate the bounce rate, you divide the total number of single-page visits by the total number of entries to a website. The resulting figure is then multiplied by 100 to get a percentage.

Let’s assume one of your blog posts attracts 100 visitors a month. Of those, 40 left after reading just that one post. In this case, your bounce rate is 40% which means 40% of your visitors don’t interact with your site beyond the initial page they landed on. You can improve retention by looking at the time on the page, scroll depth, and tracking overall website behavior.

6. Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) is the total cost of resources and efforts a business allocates to gain new paying customers.

CAC is a critical business metric for determining the resources required to acquire and onboard new customers, and it helps assess your company’s overall health and profitability. It's calculated by dividing the total costs associated with acquisition by total new customers, within a specific time period.

Let's consider that you offer a project management tool. Your monthly marketing budget is $10,000, which includes costs for ad spend, content creation, and marketing software. In that month, you acquire 200 new customers.

The CAC would be $10,000 divided by 200, which equals $50.

This means you spend $50 on average, to acquire each new customer. This is an important number for understanding the efficiency of your marketing efforts and for planning future marketing budgets.

7. Unique Visitors

Unique visitors are the number of individual people visiting your website over a certain period of time.

This metric is critical for understanding the size and reach of your website's audience. It's different from the number of visits, which counts the total number of times your website has been visited by both new and old visitors. Instead, the unique visitors metric tells you just the number of users that have visited your website — avoiding double-counting those who visited multiple times.

Factors’ web sessions view

Suppose you recently started a blog to drive more organic traffic. A tool like Factors can measure that your website has received 3,000 visits in a month, but only from 2,000 individual users, some of whom may have visited multiple times. This means that your unique visitors for that month would be 2,000, indicating the size of your audience and the effectiveness of your user acquisition strategies.

8. SERP Ranking

SERP (Search Engine Results Page) ranking refers to the position of a website's content on the search engine results page.

The lower the number (for example, 1 is better than 7), the better your search visibility and the higher the chances of people visiting your site organically. It's a direct reflection of your SEO efforts, keyword relevance, backlink profile, and website quality that influences your ranking.

Suppose you offer a project management tool, and your blog post titled "Top 10 Project Management Tools in 2023" ranks 1st on the SERP for the keyword "project management tools 2023". You can view the SERP position by either directly searching on Google for your keyword or checking Google Search Console. Rank 1 means your SEO efforts have been successful in making your content highly visible to users searching for that specific keyword.

By employing a professional SEO tool like SE Ranking, you gain the ability to analyze the pages that currently hold top positions on the SERP. This valuable insight helps you understand the strategies and tactics that contribute to their success. Continuous monitoring of your competitors' rankings ensures that you stay informed about the dynamic landscape of search engine results.

9. Pages Per Session

Also known as page depth or depth of visit, pages per session reveal the average number of pages a user views during a single session on your website.

This metric tells you the effectiveness of your site content in keeping viewers engaged and navigating through your site. A higher number of pages per session indicates compelling content and an intuitive site design that encourages exploration. However, do note that most of your visitors will view a single page and leave.

Factors pages per session report

Suppose your marketing analytics tool shows an average of 5 pages per session. This means that users, on average, visit 5 different pages on your website in a single session. This could be a result of effective internal linking, engaging content, or a user-friendly site layout that encourages navigation.

10. Average Time on Page

Average Time on Page measures the average time users spend on a specific page before moving on to another one or exiting your site.

This metric helps you understand your users’ engagement with your site content. A high average time on a page generally indicates that users find your content valuable and engaging. However, the ideal duration will vary depending on the type of content you're offering and the goals of your website.

Let's consider that you've published a comprehensive guide on "How to Use Your SaaS Product". A month after publishing, you note that the average time on this page is 7 minutes.

Depending on the length of your guide, this may indicate that users are likely reading the entire guide or at least skimming through the important parts you may have highlighted. You can dive deeper into this by looking at click maps or scroll depth.

This shows that users are finding value in your guide and you should continue producing similar assets for your business.

11. Traffic Source

Traffic Source is the origin or medium through which visitors arrive at your website or digital platform. Knowing your traffic sources helps businesses know exactly what channels the marketing team should double down on and what channels are not generating enough ROI to keep going.

For instance, consider an e-commerce store that sells handmade home accessories. The store owner has implemented various marketing strategies like social media, paid advertising, organic search, and email marketing to drive traffic to the website. To evaluate the effectiveness of these promotional efforts, the store owner needs to analyze traffic sources to determine which is bringing the most visitors and which source results in the highest conversion rate.

Factors can indicate that 1,000 website visitors arrived from the following traffic sources—500 from social media, 200 from paid advertising, 200 from organic search, and 100 from email marketing campaigns. Based on this information, the marketing team can focus more on their social media strategy.

12. Scroll Depth

Scroll depth is a measure of how far down a webpage a user scrolls. It indicates how much of your content is being consumed and can provide insights into user engagement.

Scroll depth tracking in Factors allows you to see how much of a web page your visitors actually view.

For example, if you have a blog post that is 2000 pixels long, and users on average scroll 1000 pixels, your average scroll depth would be 50%.

This means that on average, users are viewing half of your content. If the scroll depth is low, it might indicate that users are not finding the content engaging or relevant, prompting you to optimize your content strategy. Along with this, you can create a custom report in Factors plotting how the scroll depth has improved as you update your site content and UX.

Unlock The Full Potential of Your Content Strategy

A data-driven content strategy is fundamental for any SaaS company seeking to maximize lead generation, website optimization, and business growth. A focus on metrics and KPIs paired with a comprehensive content analytics tool like Factors can help you gain deeper insights into your audience's behavior, content performance, and ROI.

Along with the basic metrics, Factors also helps you discover anonymous accounts visiting your website. This data can help you further optimize your account-based marketing efforts giving you a list of customers with the highest potential for conversion.

So, do not let valuable insights slip away—detect opportunities, gauge your success, and set your sights on new heights with Factors by your side.

TL;DR;

ABM focuses on targeting specific high-value accounts with personalized content, aligning sales and marketing for a cohesive approach.
Demand Generation aims to create broad awareness and interest, guiding potential customers through the sales process.
Key differences include focus, approach, ROI, sales alignment, content strategy, and ideal use cases.
Metrics for ABM include Engagement Score, Pipeline Contribution, and Conversion Rate.
Metrics for demand generation include the Number of Leads, Cost per Lead, and Sales Cycle Length.
Tools like Factors can enhance both strategies, offering insights into segmentation, user journey mapping, and performance measurement.

What is Account-Based Marketing?

Account-based marketing or ABM is a targeted strategy where marketers prioritize one or a few businesses(accounts) instead of trying to attract their total addressable market. All the marketing resources are allocated to converting just one or a few accounts at a time. This is in stark contrast to regular marketing where campaigns are created for mass appeal. With ABM, you look at visitors as part of an account and create personalized campaigns tailored to their unique needs. Answer questions like:

What’s the visitor’s industry?
What business are they associated with?
What are the pages people within this business/industry have shown interest in?

Let’s take an example:

Say you want to onboard a SaaS startup as a new customer. You decide to use ABM. With a marketing analytics and account intelligence tool like Factors, you identify the industry and businesses your visitors are associated with.

As you segment accounts, patterns show that your target accounts repeatedly visit a specific feature page. With this information, you can now retarget the accounts via emails, content, and ads highlighting this feature further.

So, instead of focusing on the entire industry or a persona, your efforts are targeted, and more importantly — backed by data. You can even attribute revenue to your ABM campaigns to maximize the results.

Demand generation, on the other hand, takes a different approach.

What is Demand Generation?

Demand generation is a strategy for creating awareness and interest in your products or services. Rather than collecting leads or targeting accounts, demand gen uses tactics to nurture potential customers through the buyer journey.

It isn't just about attracting leads. It's about mapping out a strategic path to turn interest into action from potential customers from initial awareness all the way to conversion.

Let’s take an example:

Say a B2B SaaS company launches a new software feature. They could use Demand Gen to promote it. They might start with blog posts, webinars, and social media content explaining the feature's benefits. As interest grows, targeted emails and personalized follow-ups help guide prospects toward buying.

The goal of demand generation is building steady demand for a product. By aligning marketing and sales, you create a smooth journey for potential customers. This keeps your brand top of mind when they're looking for a solution.

Account Based Marketing vs. Demand Generation: Key Differences

Before we jump into the details, let’s take a quick glance at the differences between account-based marketing and demand-generation.

	Account Based Marketing (ABM)	Demand Generation
Focus	Targeting specific named accounts. Quality over quantity.	Focused on markets and industries, driving a large number of new leads.
Approach	Personalized content for specific accounts. "Land and expand" strategy.	Broader offers and messaging via various channels to different segments.
Goal	Engage specific accounts with personalized content.	Drum up new business while targeting fully fleshed-out buyer personas.
ROI	Higher ROI due to personalized campaigns.	Lower ROI due to a broad-based approach.
Sales Alignment	Close collaboration with sales for targeting specific accounts.	Marketing generates leads that the sales team pursues.
Content Strategy	Hyper-personalized content for targeted accounts	Content aimed at wider appeal, visibility, and awareness.
Use with Other Strategies	Can be used in conjunction with demand gen for awareness and lead identification.	Can be complemented by ABM for a more targeted approach to high-value accounts.
Ideal for	Large enterprises, specific segments, where ROI is crucial.	Small businesses, mid-market enterprises, where broad reach is needed.

ABM vs Demand Gen - Approach

Account-Based Marketing (ABM) and Demand Generation are two strategic approaches in the B2B marketing space. Although they both aim to generate revenue, their methodologies and goals vary significantly.

Account Based Marketing (ABM) targets specific, high-value accounts with personalized messaging across different channels. With ABM, you are targeting accounts that are already looking for a solution. These are generally near the bottom of the funnel. So, you do not need high-level content. Simply segment your targets by common factors, then craft experiences tailored to each segment.

For example, a CRM SaaS company wants to bring on big healthcare providers. Using a tool like Factors, they can de-anonymize and segment accounts based on the pages and features each account engages with. Then, they can create hyper-personalized content that speaks directly to those accounts.

Demand generation casts a wider net where the goal is driving awareness and interest from a broad audience, not just targeting select accounts. You want your customers to remember your brand when they begin to actively look for solutions.

If that same CRM SaaS company used demand gen, they'd create content and initiatives aimed at a buyer persona instead of a specific business/account. With the persona in mind, they could host webinars, write blog posts about CRM benefits in general, or launch broad ad campaigns. This attracts a wide range of potential customers.

Sales and Marketing Alignment

The partnership between sales and marketing teams is super important for both Account-Based Marketing (ABM) and Demand Generation. But the way they work together is really different.

With ABM, sales and marketing collaborate closely to find, target, and connect with the right accounts. They join forces to create customized plans, messaging, and content that speaks to each account's specific needs and challenges.

Imagine a B2B software company selling a banking solution to financial companies. The ABM approach would have the sales and marketing teams analyze the finance industry, identify key companies that could benefit from the solution, and develop targeted campaigns. Here, the sales team provides insights into a company's unique needs and marketing creates custom content to ensure a strategy that directly speaks to the target audience.

Demand Generation has a more linear relationship between sales and marketing. Marketing is in charge of building general awareness and interest. Once leads are created, the sales team takes over to go after those opportunities.

If that same software company uses demand generation, marketing might run broad campaigns about all features or a general benefit of the tool. The content is then catered to everyone that fits their persona and their pain points. When interest is sparked, the sales team steps in to qualify and nurture those leads towards conversion.

Content Strategy

Content strategy plays a central role in marketing, but how it's applied differs quite a bit between account-based marketing (ABM) and demand generation.

As part of ABM, the content is personalized, like a tailored suit stitched to fit an individual client. It zeroes in on the specific needs, pain points, goals, and decision-making processes of each target account.

Suppose a B2B cybersecurity firm wants to land major banks as customers. Their ABM content would be custom products — whitepapers, banking incident reports, interviews with top bankers, etc. — laser-focused on the unique security challenges and regulations faced by the financial industry. This tailored approach helps the content resonate more deeply, demonstrating an intricate understanding of that particular audience's needs.

Demand generation creates content with broad appeal, touting general benefits rather than customized solutions. Here the focus is on establishing the brand as a thought leader and go-to industry resource.

If running a demand-gen campaign, our hypothetical cybersecurity firm would publish ebooks, blogs, and podcasts about cybersecurity trends, best practices, and insights useful to businesses across industries. This positions them as trusted experts, laying the groundwork for future engagement with various audiences across industries.

Metrics for Account Based Marketing vs Demand Generation

Tracking the right metrics gives you real insights into what's working and what needs tweaking. ABM and demand generation measure totally different things since they have different strategies.

What ABM Metrics Should You Be Tracking?

While there are many ABM metrics that you need to keep an eye out for, here are some of the important ones.

Engagement Score — This tracks how much your target accounts interact with your content across channels. Are they spending time on your site, clicking links, or engaging on social media? Having access to this kind of information is very helpful for seeing what content resonates so you can personalize more.

With Factors, you have the ability to bring together data from across different platforms on a single dashboard.

The customizable dashboards and reports on Factors can help you understand:

if your ABM campaigns are reaching the right people
If they’re conveying the message well enough so your target accounts interact with the content

Pipeline Contribution — What percentage of sales opportunities come from account-based efforts? This directly connects marketing to revenue. You can see specific deals influenced by account-based campaigns. It's great for understanding ROI and aligning with sales.

Through Factors, you can track specific opportunities that originated or were influenced by ABM campaigns.

Suppose you have multiple ongoing ABM campaigns including email, paid ads, and social media.

Factors tracks and provides data give you a full view of your ABM performance and helps in understanding the ROI of ABM and aligning marketing with sales goals.

Conversion Rate — What percentage of targeted accounts move to the next stage towards becoming customers? Are your accounts going from leads to qualified leads? This shows how well your targeted content prompts the actions you want. Critical for evaluating personalization.

With custom reporting features on Factors, you can create a full conversion funnel, identify all the campaigns bringing in leads, and more.

What Demand Generation Metrics Should You Track?

Let’s now look at the set of metrics that you need to track for demand generation campaigns.

Number of Leads — How many new leads are you generating through marketing? Quantity indicates if demand efforts are working initially. Starts you on lead nurturing and qualification.
Cost Per Lead — What's the average cost to acquire each lead? Total spend divided by lead volume. Helps weigh marketing efficiency and guide budget.
Sales Cycle Length — How long does it take on average for a lead to become a customer? From initial interest to closed deal. Shows how smoothly leads move through the sales process. Reflects both marketing and sales effectiveness.

With Factors, you can create unified views of your sales and marketing data.It helps you easily track key demand generation metrics like leads, cost per lead, and sales cycle length.

With this, you gain clear insights to optimize your campaigns, processes, and spend for maximum ROI without spending time switching tabs or tools.

Should You Use Demand Gen or Account Based Marketing?

The choice between demand gen and ABM depends on a few key things.

Business Size: If you're a large company targeting specific high-value accounts, ABM could be a good fit since it's more personalized. Smaller businesses that want broad awareness might prefer demand gen instead.
Industry: Industries where relationships matter more, like business services, may benefit more from ABM's tailored approach. But industries that need mass outreach could be better off with demand gen.
Product Complexity: Complex or specialized products that need explaining may also call for ABM's account-specific focus. Products with widespread appeal are likely better suited for demand gen's broad reach.
Target Audience: It also comes down to knowing your target audience and what will resonate. If you need to cater to particular accounts' unique needs, ABM is probably the way to go. But if you have a more general audience, demand gen can cast a wider net.

You could even use both the strategies together to cover all bases. The key is matching the strategy to your goals and who you're trying to reach so you can create maximum impact with minimal resource wastage.

What Strategy Would You Choose?

We've explored the unique strengths of each strategy, compared their differences, and seen how they can precisely target leads or cast a wider net for brand awareness.

So whether you want to create personalized experiences with ABM or prioritize brand awareness with Demand Generation, we hope this guide will help you make the right decisions.

Factors helps you simplify the path to executing successful marketing strategies. You can understand and track demand gen metrics and ABM efforts, aligning them with your unique needs. From segmentation to journey mapping, Factors is your secret weapon to master both strategies and measure campaign performance.

Ready to take your marketing up a level? Check out Factors today and discover how you can leverage ABM and Demand Generation to drive growth and success.

Choosing the Right Strategy

Account-Based Marketing (ABM) and Demand Generation serve distinct purposes in B2B marketing, each catering to different business needs.

1. ABM Strategy: Focuses on high-value accounts with personalized campaigns, aligning sales and marketing to engage key decision-makers. Best for enterprises and niche markets where deep relationships drive revenue.

2. Demand Generation Approach: Creates broad awareness and interest using content marketing, SEO, and paid ads to attract and nurture leads. Ideal for businesses targeting a large audience and building a sales pipeline.

3. Key Differences:- Targeting: ABM is account-specific; Demand Generation casts a wider net.

- Engagement: ABM prioritizes deep, personalized interactions; Demand Generation emphasizes volume and automation.

- Success Metrics: ABM tracks account engagement and revenue; Demand Generation measures lead volume and conversion rates.

Integrating both strategies can maximize reach and conversions, driving sustainable business growth.

LinkedIn Marketing Partner

GDPR & SOC2 Type II

See Factors in action

Schedule a personalized demo or sign up to get started for free

Book a demo

Try for free

Let's chat! When's a good time?

6 Best Content Marketing Analytics Tools for SaaS Businesses (2025)

tl;dr

What to look for in a content marketing analytics tool?

6 Best Content Marketing Analytics Tools for SaaS in 2025

1. Factors.ai

Features

Integrations

Pricing

2. Google Analytics

Features

Integrations

Pricing

3. HubSpot

Features

Integrations

Pricing

4. HockeyStack

Features

Integrations

Pricing

5. Dreamdata

Features

Integrations

Pricing

6. Matomo

Features

Integrations

Pricing

Experience The True Potential of Your Content Marketing Analytics

Account-Based Marketing Team Structure: Key Roles and Responsibilities to Drive Success

TL;DR:

Account-Based Marketing Team Structure

C-Suite and Directors

Chief Executive Office (CEO)

Chief Marketing Officer (CMO)

Chief Revenue Officer (CRO)

Sales Directors

Managerial Roles in ABM

Operations Manager

Marketing Manager

Sales Manager

Strategy and Execution-Based Roles

Performance Marketers

Graphic Designers

Content Marketing and Strategy

Social Media Marketers

Copywriters

Why is team structure important for ABM?

Achieve ABM Success With a Strong Team

Conclusion

FAQs

1. What qualities should I look for when building my ABM team?

2. How do I create an ABM team?

The Beginner’s Guide to Account-Based Selling (Tips for 2025)

TL;DR;

What Is Account-Based Selling?

Is Account-Based Selling Better Suited to B2B or B2C?

Account-Based Selling for B2B

Account-Based Selling for B2C

Benefits of Account-Based Selling

1. Greater Control Over How You Target Customers

2. More Personalized Messaging

3. Can Lower Cost of Acquisition

4. Better Alignment with Marketing Team

How to Decide if Account-Based Selling Is For You?

1. Sales Team Expertise and Bandwidth

2. Investment in Technology

3. Understanding Your Total Addressable Market

4. Competitive Differentiation

5. Executive Buy-In and Patience

Ready to Take the Obvious Next Step in B2B Sales?

Top 10 Warmly.AI Alternatives-Compare Pros, Cons & Pricing

What Does Warmly Do?

Top 10 Warmly Alternatives for Account-Based Marketing in 2025

1. Factors.AI

2. Leadfeeder/DealFront

3. Lead Forensics

4. Lead Lander

5. LeadInfo

6. LeadPost