Audience Insights with Account Intelligence

 

See Which Accounts Are Actually Buying, Not Just Who Attended

B2B buying rarely happens one person at a time. Decisions are made by groups of people evaluating content together, comparing options, and building confidence over multiple touch points.

Yet most event and webinar reporting still treats engagement as an individual activity. You see names, attendance, and scores, but you miss the bigger picture. Are multiple people from the same company engaging? Are they attending multiple events? Is an account quietly moving closer to a decision?

That gap makes it harder to prioritize the right accounts, align marketing and sales, and turn event engagement into real pipeline.

Audience Insights with Account Intelligence is designed to solve that.

Built for Sales and Marketing Teams

Account level intelligence is especially relevant for:

Demand Generation teams
Running webinars and events as a core pipeline channel and needing clearer signals on which accounts are heating up.

Marketing Operations and RevOps
Responsible for clean data, scalable reporting, and reducing manual analysis across tools.

CMOs and Marketing Leaders
Looking for a defensible way to connect event engagement to account movement and pipeline impact.

Sales and SDR teams
Needing context on which accounts show real buying intent, not just individual activity.

It’s built for B2B teams running account-based or account-aware go-to-market motions, particularly in mid-market and enterprise environments.

Account-Level Intent Data

Most teams can see event engagement. Very few can understand it at the account level.

Today, that usually means:

• Engagement data scattered across individual leads
• Manual exports and spreadsheets to group contacts by company
• Guesswork around whether activity represents real buying interest
• Sales following up too late or with too little context

Legacy webinar platforms stop at attendance. CRM rollups are slow and incomplete. ABM tools often rely on third-party intent without tying it back to owned engagement.

The result is missed opportunities. High-intent accounts blend in with noise, and strong event programs struggle to translate into pipeline momentum.

The Sequel Solution

Audience Insights with Account Intelligence extends Sequel’s core Audience Insights capability from individuals to organizations.

Instead of looking at engagement one person at a time, Sequel now shows you how engagement rolls up across an entire company.

Because Sequel runs directly on your website, this intelligence is built from first-party data. It reflects what people from the same account actually did across your events and content, not inferred signals or disconnected metrics.

At a high level, it allows you to:

• See which accounts are engaging, not just which leads
• Understand the depth and consistency of engagement across buying committees
• Act faster on accounts that show real momentum

This builds directly on Sequel’s owned-site architecture and Audience Insights data layer, and it strengthens the foundation for future account-level personalization and AI-driven workflows.

Key Capabilities

Here’s what Audience Insights with Account Intelligence makes possible:

Account-Level Engagement View
See a list of top accounts instead of just individual leads, with engagement rolled up at the company level.

Aggregated Metrics That Matter
View how many people from an account engaged, how many events they attended, and how many total engagement actions they took.

Individual Drill-Down
Click into any account to see exactly who engaged and how, giving marketing and sales shared context.

Search, Sort, and Timeline Views
Filter and sort accounts based on engagement signals, review timelines, and export data when needed.

All of this lives directly inside Audience Insights, without new tools or workflows to manage.

Real-World Use Cases

Account-level intelligence isn’t just about having more data – it’s about what you do with the data and the insights it fuels. Go to market teams can use Audience Insights with Account Intelligence to:

Prioritize sales outreach
A Demand Gen team identifies accounts where multiple stakeholders attended several webinars and flags them for immediate sales follow-up.

Strengthen ABM programs
Marketing teams focus campaigns on accounts showing coordinated engagement instead of chasing individual leads.

Align marketing and sales
Sales uses the account view to understand buying committee behavior before reaching out, leading to more relevant conversations.

Prove event impact
Marketing leaders show how events influenced account activity and pipeline, not just attendance numbers.

Reduce manual reporting
Marketing Ops eliminates spreadsheet-based rollups and delivers cleaner, faster account-level insights.

Getting Started

Audience Insights with Account Intelligence is available directly within the Audience Insights section of the Sequel platform for customers on Business and Enterprise plans.

To use it:

1. Open Audience Insights in your Sequel workspace
2. Navigate to the Top Accounts view
3. Explore account-level engagement and drill into individual activity as needed

No additional setup is required beyond your existing Audience Insights configuration.

Plans, Packaging, and Availability

Audience Insights with Account Intelligence is included with Sequel Business and Enterprise plans. Existing customers with access to Audience Insights can begin using account-level views immediately.

If you are currently on a Sequel Growth plan, your Customer Success Manager or the Sequel team can help you explore the right option.

What’s Next

Audience Insights with Account Intelligence helps teams see what was already happening but hard to spot. Buying committees engaging together, accounts building momentum, and opportunities forming before a hand is raised. If you are running events to drive pipeline, this gives you the clarity to act sooner and with confidence.

Account Intelligence is a foundational step toward more intelligent, account-aware experiences on your website. As Sequel continues to expand its AI Engagement Cloud, this account-level data will power smarter personalization, deeper intent analysis, and more proactive sales and marketing workflows.

👉 Book a demo to learn more about Sequel.