If you’re running B2B sales or marketing, you know the pain: too many accounts, too little time, and a pipeline clogged with “maybes.” You need a way to spot the accounts that actually convert—fast. That’s where analytics tools like Freckle come in.
This guide walks you step by step through using Freckle analytics to surface your best-fit, highest-converting accounts, so you can cut through the noise and focus your GTM (go-to-market) efforts where they matter. If you’re tired of chasing vanity metrics and ready for real, practical action, read on.
1. Get Clear on What “High Converting” Actually Means (For You)
Before you touch a dashboard, decide what “high converting” looks like for your business. Don’t just copy someone else’s metrics—define what matters.
Ask yourself: - Are you after new logos, expansion, or renewals? - Is conversion a signed deal, a booked demo, or something else? - What’s a “good” deal size and sales cycle for your team?
Pro tip: Write down your criteria. “Conversion” is useless if it means something different to everyone on your team.
What to ignore: Don’t waste time tracking accounts that “engage” but never buy. Focus on the steps that actually lead to money in the bank.
2. Set Up Freckle Analytics: No Half-Measures
You can’t get insights from Freckle unless your data’s in order. Don’t trust the default setup—take the time to get it right.
Key steps: - Connect your CRM (Salesforce, HubSpot, etc.) and marketing tools. Data silos = bad data. - Map your funnel stages. Make sure Freckle’s definitions match your real-world sales process. - Tag key events (demo booked, proposal sent, contract signed). Be specific. - Check your data hygiene: Are leads assigned to accounts? Are fields consistent? Clean it up now—fixing it later is a pain.
What works: Teams that put in the grunt work on setup get way more useful insights—period.
What doesn’t: Relying on out-of-the-box dashboards. They’re generic and usually miss the nuances of your business.
3. Build Account Lists That Actually Matter
Now that Freckle is connected, create account lists based on your real goals.
Start with: - Closed-won accounts (your existing customers) - Closed-lost accounts (learn from your misses) - Active pipeline (current opportunities) - High engagement, no deal (the ones that look good but never close)
Why bother? Comparing these groups lets you spot patterns. Are your best customers clustered in one industry? Did your biggest deals all start with a certain type of inbound request?
What to ignore: Huge lists with every account you’ve ever touched. Focus on accounts that have moved through the funnel this year or last—old data clouds your view.
4. Find the Signals: Go Deeper Than “Engagement”
Too many teams get stuck watching vanity metrics—page views, email opens, webinar attendance. You need to dig deeper.
In Freckle, look for: - Key actions tied to real progress: Did the account request a custom quote? Did a decision-maker join the call? - Multi-threaded engagement: Are multiple stakeholders active? Single-point contacts often stall. - Speed through stages: High-converting accounts move faster than tire-kickers. - Deal size vs. activity: Sometimes the biggest deals are the quietest—look for outliers.
Pro tip: Layer in firmographic data (industry, size, geography) and see which traits pop up in your “converted” segment.
What works: Looking for patterns among your actual wins—not just who clicks the most emails.
What doesn’t: Obsessing over surface-level activity. “Engaged” doesn’t mean “buying.”
5. Use Cohort Analysis to Understand Trends
Freckle’s cohort tools let you slice accounts by signup date, source, industry, or almost any trait.
How to do it: - Group accounts by when they entered your funnel (quarter, campaign, event, etc.). - Compare conversion rates between cohorts. Did Q1 leads convert better than Q2? Did paid search outperform webinars? - Drill down: For high-converting cohorts, what do they have in common?
Why this matters: You’ll spot trends that help you double down on what works—and stop wasting money on what doesn’t.
What to ignore: Tiny sample sizes. If only three accounts came from a given source, don’t build a strategy around it.
6. Surface Your ICP with Real Data—Not Guesswork
Your “ideal customer profile” (ICP) shouldn’t be just a guess from a whiteboard session. Freckle lets you see which traits actually predict conversion.
Steps: - Use Freckle’s filters to break down closed-won accounts by traits: company size, tech stack, region, etc. - Look for patterns that show up again and again among winners (and rarely among losers). - Refine your ICP—then test it against new pipeline accounts.
What works: ICPs built off real conversion data—not just what sales and marketing think is ideal.
What doesn’t: Sticking to your old ICP when the data says otherwise. Adapt.
7. Build Actionable Dashboards—Not Just Pretty Charts
You want dashboards that drive action, not just “insights” for the sake of it.
In Freckle: - Build views that highlight today’s high-potential accounts. Who’s surging in activity and matches your ICP? - Set up alerts for key signals (e.g., demo booked by a target industry). - Track conversion rates over time so you can see if your GTM tweaks are working.
Pro tip: Keep dashboards simple. One for weekly team review, another for execs. If you need to explain what a chart means, it’s too complicated.
What works: Dashboards that answer “What should we do next?”
What doesn’t: Vanity boards that impress nobody (except maybe your boss, briefly).
8. Feed Insights Back to Your GTM Teams—Quickly
It’s pointless to spot high-converting accounts if nobody acts on it.
How to make it work: - Share lists of hot accounts with sales and CS. Don’t bury them in “insights”—give them names and next steps. - Work with marketing to double down on channels or messages that drive real conversions. - Build quick feedback loops. If a pattern changes, update your playbook fast.
What to ignore: Endless analysis. If you spot something actionable, move. The market won’t wait for your next quarterly review.
9. Don’t Get Distracted by Shiny Metrics or “AI Magic”
A quick reality check: No analytics tool (including Freckle) is magic. There’s always noise in the data, and sometimes the “signals” are just random noise.
Stay skeptical: - If a metric seems too good to be true, dig in—maybe it’s a data error or a fluke. - Don’t chase trends just because a dashboard says so. Sense-check what you see with frontline sales and CS. - Ignore “AI-powered” recommendations unless you understand why the tool is suggesting them.
Bottom line: Tools help, but human judgment wins.
10. Iterate and Keep It Simple
You don’t need a perfect setup to see results. Start small, focus on what actually drives revenue, and keep tuning as you go.
- Revisit your definitions and dashboards every quarter.
- Prune metrics and reports that nobody uses.
- Stay focused on accounts that actually convert—not just the ones that look busy.
Remember: The goal isn’t more data—it’s better decisions and faster wins.
That’s it. Freckle analytics can absolutely help you spot high-converting accounts, but only if you stay focused, keep it practical, and don’t buy into the hype. Start small, stick to what works, and don’t be afraid to ditch what doesn’t. Now, go find your next best customer—and don’t let the dashboards slow you down.