ABM is an iterative process. When running ABM campaigns, companies get the best results when they take the information they've learned from their previous cohort and use those insights to improve their targeting and messaging strategy. Think of your first cohort as setting your team up for success. You want to ensure your audience is correct by trying out some messaging. Consider your second, third, and future cohorts as iterations of the first. You're ready to launch your next cohort once you've honed in specific insights and adjusted your marketing approach.
What is a Cohort?
A cohort is the next version of your ABM campaign. It's a group of accounts, contacts, and plays that participated in a unified campaign, sharing a collective ABM experience.
Each new cohort should be a more focused version of the previous cohort (and should contain tweaks based on what you learned in the past campaign). When a campaign ends, a new cohort is formed (shown as a cohort number in Propensity). Propensity automatically creates the next cohort with the same parameters as the first, we clone the accounts, buying circles, and playbook, allowing you to make small tweaks. It's a great chance to change some messaging, update graphic assets, or update the audience to fine-tune a bit more.
Where do I find my cohorts in Propensity?
See what cohort your campaign is in and the status of that campaign in the ABM Campaigns tab.
View your campaign cohorts from the ABM Campaign Details page.
Toggle between cohorts on any ABM Campaign tab to view past, current, and future cohort audiences, playbooks, leads, and analytics.
Learn more about cohort strategy: ABM Strategy: How to Prepare Your Next Cohort