Looking to get real insight from your account based marketing (ABM) efforts, not just a pile of “engagement” numbers? This guide will walk you through how to build detailed ABM reports in Salespanel—without the fluff, the jargon, or the wasted hours. If you run B2B campaigns, manage sales teams, or just want to know which companies are really moving through your funnel, keep reading.
Why bother with detailed ABM reports?
Here’s the unvarnished truth: most “ABM reports” are just vanity metrics with a fancy name. If you want actual answers—like, which accounts are warming up, who’s ghosting you, and where deals get stuck—you need to dig deeper. Salespanel gives you the tools to do that, but only if you know what to look for (and what’s just noise).
Step 1: Get your tracking foundations right
Before you crank out any reports, you need data that actually means something. Here’s what you should double-check:
- Install the Salespanel tracking code on every page of your main website and any key landing pages. If it’s not everywhere, your data will have holes.
- Connect your CRM (like HubSpot, Salesforce, or Pipedrive) if you want company-level reporting. Otherwise, you’ll just see a bunch of anonymous sessions.
- Map your key ABM accounts. Load your account lists into Salespanel—either by importing a CSV or syncing from your CRM. If you skip this, you’ll miss out on the account-centric view.
Pro tip: If your sales team uses email outreach, set up Salespanel’s email tracking so you can see which accounts are actually opening and clicking.
Step 2: Define what “detailed” means for your ABM goals
Not every team needs the same level of detail. Ask yourself:
- Do you want to see all activity for every target account, or just high-intent actions?
- Are you tracking pipeline velocity, engagement, or campaign influence?
- Who actually uses these reports—sales, marketing, or both?
If you’re not sure, start simple: focus on account engagement (who’s active and how) and pipeline movement (which accounts are stuck). You can always add more detail later.
Step 3: Segment your accounts for better clarity
Salespanel lets you segment accounts by almost anything: industry, company size, pipeline stage, geography, or custom fields from your CRM. Here’s how to make this useful instead of overwhelming:
- Create segments that answer real questions. For example:
- “Which target accounts in SaaS have visited our pricing page this month?”
- “Which enterprise accounts have gone cold in the last 30 days?”
- Don’t overdo it. If you create 20 segments, you’ll never look at half of them. Pick 3-5 that matter most.
How to set it up: - Go to the “Accounts” view in Salespanel. - Use the filters on the left to build your segment (e.g., Industry: SaaS, Last Activity: This Month). - Save the segment for future reporting.
Step 4: Build your ABM report
Now for the meat of it. In Salespanel, you’re looking to build a report that brings together company-level activity, engagement, and pipeline data. Here’s a no-nonsense approach:
- Go to the “Reports” section. If you don’t see it, check your plan—detailed reporting isn’t on the free tier.
- Choose “Account Based Report” (the name might vary slightly).
- Select the segment(s) you created earlier. This keeps the report focused on the accounts you care about.
- Pick your metrics. Don’t just tick every box. At minimum, you want:
- Number of unique visitors from each account
- Key pageviews (pricing, demo, solution pages)
- Session frequency and recency
- Campaign attribution (if you’re running ads or outbound)
- Pipeline stage (if you’ve integrated your CRM)
- Set your date range. Most teams use “last 30 days” or “this quarter.”
- Generate the report and review the results.
What matters, what doesn’t: - Matters: Trends over time, sudden spikes in activity, new accounts showing intent, old accounts going silent. - Doesn’t matter: Total number of pageviews (unless you’re seeing a weird surge), surface-level engagement metrics that don’t tie to pipeline.
Pro tip: Export the report as a CSV. It’s often easier to spot issues (like a drop-off in demo page views) in Excel or Google Sheets.
Step 5: Customize and automate (but don’t go overboard)
Salespanel lets you set up scheduled reports and custom dashboards. These are handy, but only if they actually get read. Here’s how to keep it useful:
- Automate weekly/monthly delivery to your sales or marketing team—but only for the most critical segments.
- Customize dashboard widgets to highlight real action items (“Accounts with no recent activity” or “Accounts showing buying intent”).
- Skip the “vanity widgets.” Just because you can put a donut chart on your dashboard doesn’t mean you should.
Honest take: Automation is great until your inbox fills up with reports nobody opens. Start with manual reviews, then automate only what’s genuinely useful.
Step 6: Share insights with your team
A detailed report is pointless unless it drives action. Here’s how to make sure that happens:
- Highlight red flags: Accounts that have stalled or gone cold.
- Call out early wins: Accounts showing new, high-intent activity.
- Give sales something to do: For each flagged account, suggest a next step (personalized email, call, etc.).
- Keep it short: Your team doesn’t have time to read a novella. Summarize the “so what?” at the top of each report email.
Pro tip: Use Salespanel’s native integrations to push hot accounts directly into Slack or your CRM, instead of relying on email reports.
Step 7: Iterate—don’t try to build the “perfect” report
This is the part nobody likes to hear, but it’s true: your first ABM report probably won’t be perfect. That’s fine. Each month, look at what’s actually useful, and what’s just noise.
- Cut what’s ignored. If nobody cares about a metric, drop it.
- Add what’s missing. If your sales team keeps asking for something not in the report, add it.
- Review your segments. As your ABM campaigns evolve, your reporting should, too.
What to skip (and why)
- Don’t try to track everything. More data isn’t better—just more confusing.
- Ignore “average session duration.” It’s a junk metric for ABM. Focus on which pages were viewed, not for how long.
- Skip flashy dashboards. Unless they help you spot problems or wins, they’re a waste of time.
Common pitfalls (and how to avoid them)
- Data gaps: Double-check your tracking and CRM sync, or you’ll miss key account activity.
- Overcomplicating segments: If you aren’t sure what a segment answers, scrap it.
- Chasing the wrong metrics: Don’t let marketing pressure steer you into tracking “engagement” for its own sake.
Wrapping up
Building detailed ABM reports in Salespanel isn’t rocket science, but it does take some upfront thinking. Start simple, focus on the metrics and segments that actually drive action, and don’t drown your team in data they won’t use. Iterate as you go. The best reports are the ones people actually read—and act on.