The Buying Group Report shows a detailed, visual breakdown of how each buying group has engaged with your contact-level ads. It also helps you understand how the buying group has helped generate, progress, and win deals. 

You can refer to this report to understand the influence of your marketing efforts and what you can do to drive better results. 

To access the Target Report, go to the Influence Dashboard and click the name of a buying group 

See also: What is the Influence Dashboard?

What for and How should I use the Buying Group Report?

The Buying Group Report allows you to assess what Buying Group you target, your influence on the Buying Group, who within this Buying Group engaged with your ads, and how your influence on the Buying Group eventually led to opportunity generation, progression, or a win.

How to assess what Buying Group do I target?

At the very top of the Buying Group Report, you can see a block with the Buying Group name and Buying Group source. Click on the CRM icon to get redirected to the Buying Group in your CRM.

Use the calendar at the very top of the Buying Group Report. The calendar adjusts the chart time range, giving you the opportunity to get a detailed view for any period you want. You can also press the download button to download raw Buying Group data for further analysis with your team.

How to assess how I influenced the Buying Group and who within the Buying Group engaged with my ads?

In the middle of the Buying Group Report, you can see the ‘Relations building with Buying Group’ chart. In this chart, you can see: total number of impressions, outreach activities made by your salespeople, visits, and clicks delivered to your Buying Group.

You can hover over a target’s portrait on the chart to get details on who specifically within the Buying Group engaged with your ads.

How to see how my influence on the Buying Group eventually led to opportunity generation, progression, or won?

Assess the Buying Group Feed to check target activities and how they led to opportunity generation, progression, or won.

On the right side of the Influ2 Buying Group Report, you can see if there are any opportunities associated with the Buying Group.

You can see if there is an opportunity for this Buying Group with influence on generation, progression, or won stage. Influ2 uses the same color coding throughout the product: yellow – influence on generation, jade – influence on progression, purple – influence on won.

Click on a stage to filter down the report and assess who, out of all targeted prospects, influenced the opportunity by checking activities below the opportunity event in the timeline.

Use actions to see what targets engaged with and how they engaged

Clicked – means the target engaged with an ad by clicking on it.

• Grey color: Target engaged with the ad but did not influence an opportunity.

• Jade/Yellow color: Target engaged with the ad and influenced opportunity generation or progression.

Viewed ads – means the target engaged with an ad by seeing it at least 15 times.

• Grey color: Target engaged with the ad but did not influence an opportunity.

• Jade/Yellow color: Target engaged with the ad and influenced opportunity generation or progression.

Use opportunity activities to identify if you have influenced an opportunity and whose engagement led to influence

Meeting booked – means your team has booked a meeting with this Buying Group. You can see if you influenced the meeting booking by checking recent target engagements. If recent engagements are colored yellow – well done, you influenced the meeting booking!

Opportunity created – means a new opportunity was opened with this Buying Group. You can see if you influenced the opportunity creation by checking recent target engagements. If recent engagements are colored yellow – well done, you influenced opportunity generation!

Opportunity progression – means there was a movement from one stage of the opportunity funnel to the next. You can see if you influenced the opportunity progression by checking target engagements in the Buying Group Report. If recent engagements are colored jade – well done, you influenced opportunity progression!

Opportunity Won! – means an opportunity has been won with this target’s Buying Group. You can see if you influenced the deal won by checking recent target engagements. If recent engagements are colored purple – well done, you influenced this deal closure!

How to see aggregated Buying Group information?

Navigate to the Audience tab, next to the Feed, to check all targets you have been targeting within the Buying Group and identify the most engaged targets. Click on the target’s name to go to the Target Report.

In the Audience table, you can see the following information:

• Target identification information: First name, last name, and title

• Target engagement level: Total number of impressions, clicks, outreach activities, and last outreach date within the selected calendar timeframe

Use this data to identify which titles engage the most for further ABM program advancement.

The Influ2 Buying Group Report provides you insights on how you influenced the Buying Group not only on a generic account level, but also on a personal level.