Marketing personnel at companies that sell to fellow businesses require visibility into how effectively they engage target audiences just as much as their consumer-focused peers. But their work requires much more granularity, often down to individual decision makers within an organization, so that can be difficult to achieve.

At its annual customer event today, marketing automation provider Demandbase Inc. introduced a new analytics tool designed to fill in the blind spots.

The offering is rolling out for the provider’s flagship ABM Platform, which is specifically geared toward business-to-business outreach. Demandbase said ABM Analytics enables marketers to evaluate the different aspects of a campaign individually. Users can assess the effectiveness of the tools their company employs as part of an outreach push, view engagement across channels and see how well the message resonates among target audiences.

A comparison feature built into ABM Analytics lets marketing teams see how specific segments match up against one another. An organization could use the capability to, say, identify if a campaign engaged decision makers at firms with less than 500 employees more effectively than those at large enterprises. It’s also possible to compare audiences based on other factors such as company revenue.

The purpose of ABM Analytics, according to Demandbase, is to help organizations find ways of improving their marketing campaigns to boost sales. Its platform also has an artificial intelligence component that can use the engagement data to automatically produce advice on what actions to take.

ABM Analytics provides insight into campaigns by aggregating information from the other marketing systems in use throughout a company. Demandbase says that the tool can connect to outside web analytics tools, customer relationship management systems and content management software.

The provider plans to add yet another integration to the list through a new partnership with Salesforce.com Inc. announced in conjunction with ABM Analytics. Through the collaboration, joint users will gain the ability to combine the high-level audience data in Demandbase with individualized lead records from the CRM giant’s Pardot marketing automation platform. The providers’ goal is to give marketing teams a more complete view of the audiences they’re looking to target.

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