Account-based marketing (ABM) promises a lot: sharper targeting, bigger deals, better alignment between sales and marketing. But here’s the rub—if you can’t track exactly what’s happening with the accounts you care about, you’re just guessing. If you’re running ABM and want to know, really know, what’s working, this guide is for you.
Let’s walk through how to track and report on your ABM campaigns using 11x. You’ll learn what’s worth your time, what’s just dashboard clutter, and how to keep your sanity when the exec team wants “one more report.”
Step 1: Set Up Your Target Account List—Don’t Skip This
Before you even open 11x, get crystal clear on which accounts matter. ABM is pointless if your target list is fuzzy. Here’s how to keep it simple:
- Start with your Ideal Customer Profile (ICP): Who actually buys from you? Use real data, not wishful thinking.
- Narrow it down: 20-100 accounts is plenty for most teams. If you’re tracking 500, you’re not really doing ABM.
- Get sales buy-in: If your sales team isn’t on board with the list, you’ll waste a lot of time.
Pro tip: Don’t let marketing and sales work from different lists. Sync up, or your reporting will be a mess.
Once you’ve got your list, upload it to 11x. The platform makes this pretty painless—just import a CSV or connect directly to your CRM.
Step 2: Connect Your Data Sources—Do This Early
ABM tracking lives or dies by the quality of your data. 11x can only report on what it can see, so hook up the right data sources:
- CRM (Salesforce, HubSpot, etc.): Must-have for pipeline and account status.
- Marketing automation (Marketo, HubSpot, Pardot): For campaign touchpoints and engagement.
- Website analytics: To track account-level web activity.
- Ad platforms (LinkedIn, Google Ads): If you’re running targeted ads.
What to skip: - Don’t bother with vanity integrations (like “social sentiment”) unless you really use them. More integrations = more things to break.
In 11x, go to the Integrations section and follow the connection steps. Plan for 30–60 minutes if you’re hooking up multiple systems—don’t try to do this right before a big meeting.
Step 3: Map Campaigns to Accounts
This is where a lot of teams get lazy and lose visibility. In ABM, you want to see which campaigns touch which accounts. In 11x, you’ll map each marketing activity back to your account list.
- Tag campaigns: When creating campaigns in your marketing automation, tag them with account names or IDs. This makes matching easier.
- Use 11x’s campaign mapping: The platform lets you assign specific campaigns or content to accounts, so you know exactly who saw what.
- Be skeptical of “omnichannel” claims: Most platforms, including 11x, do a decent job with digital touchpoints (email, ads, web visits). Tracking offline stuff (like dinners or calls) is still manual—don’t expect magic.
Pro tip: If you run a lot of “spray and pray” campaigns, tracking will get muddy. ABM works best when campaigns are clearly tailored to your list.
Step 4: Define the Right Metrics (Ignore Vanity Stats)
There’s a lot of noise in ABM reporting. Here’s what actually matters:
Focus on: - Account engagement: Are your target accounts actually interacting (visits, content downloads, meeting requests)? - Pipeline influence: Did your campaigns help move the account down the funnel? - Revenue impact: Did a campaign help close a deal or expand an account?
Ignore: - Raw impressions: Who cares if 10,000 people saw your ad if none of them are on your target list? - Website bounce rates: Not helpful unless it’s account-specific. - Email open rates: Only useful if you can tie opens to your actual accounts.
In 11x, set up dashboards and reports that only show what matters. Kill any metric that doesn’t tie back to your account list or pipeline.
Step 5: Build Simple, Actionable Dashboards
Don’t get sucked into building 20 different dashboards. One or two good ones is enough. Here’s what works:
- Overview dashboard: Shows target account coverage (who’s engaged, who’s cold), campaign influence, and pipeline by account.
- Sales enablement view: A “cheat sheet” for sales with recent touches and engagement by account.
- Executive summary: Boil everything down to: “Are our top accounts moving? Are we generating pipeline? What’s closing?”
11x lets you customize dashboards, but don’t overcomplicate it. Use filters to show only your ABM accounts. Hide everything else.
Pro tip: Review your dashboards monthly. If you haven’t looked at a report in two months, delete it.
Step 6: Share Reports—But Don’t Blind People with Data
Nobody wants a 40-page PDF. With 11x, you can share live dashboards or export snapshots.
- For sales: Give them access to a real-time dashboard, not a static file. They want to see who’s engaged right now.
- For leadership: Monthly summary with highlights, not a data dump.
- For yourself: Set up alerts for meaningful changes (e.g., target account just hit your pricing page).
What doesn’t work: - Sending reports with too many metrics. People tune out. - Over-promising insights. If the data is muddy, say so—don’t try to “spin” it.
Step 7: Analyze, Learn, and Iterate
Here’s the honest truth: your first round of ABM reporting probably won’t tell a compelling story. That’s normal. Use what you learn to get sharper:
- Look for patterns: Which campaigns actually moved the needle? Which accounts are stuck?
- Talk to sales: Is what you’re seeing in 11x matching what they’re experiencing?
- Kill what’s not working: Don’t keep running campaigns “because we always do.” Let the data call the shots.
Avoid: - Chasing “perfect attribution.” It’s a mirage. Focus on directional insights and what’s actually actionable.
What to Watch Out For
Even good tools can’t save you from bad habits. Keep an eye out for these common ABM reporting traps:
- Too much data, not enough insight: If you stare at dashboards and still don’t know what to do next, something’s off.
- Misaligned teams: If sales and marketing aren’t looking at the same reports, expect finger-pointing.
- Over-tracking: Just because you can measure it doesn’t mean you should.
Keep It Simple and Iterate
ABM tracking with 11x isn’t magic, but it’s a lot easier if you stay focused. Start with a tight account list, connect only the data sources you need, and measure what actually matters. Don’t drown in dashboards or chase shiny metrics.
Keep your process simple, review results often, and don’t be afraid to cut what’s not working. The goal isn’t perfect reports—it’s more deals with the accounts you care about. That’s it.