Without account-level attribution, you systematically under-credit ABM channels (LinkedIn, intent-based display, content syndication) because their engagement is spread across multiple contacts. The deal looks like it came from whichever buying-committee member filled the form last — usually the AE’s first contact or a final-stage compliance check.
Setting up the rollup
Cometly rolls contacts up to accounts using either the HubSpot Company association or the Salesforce Account association. The rollup is a workspace-level setting; once it’s on, every report can be grouped by Account instead of Contact.
Add a column for 'Engaged Contacts' to see how many people from each account touched your funnel. An account where 4 of 5 buying-committee members engaged is a much stronger pipeline signal than a single contact form fill — and it usually warrants a different sales motion (executive outreach, custom proposal) than a one-contact account.
- Group reports by Account or Account Domain
- Add Engaged Contacts and Top Channel columns
- Filter to target-account lists for ABM-specific reports
- Use Last Non-Direct Touch attribution at the account level
- Sync engaged accounts back to LinkedIn as matched audiences
Reading account journeys
Click into any account to see the full multi-contact journey: every contact, every touchpoint, every channel, in chronological order. The pattern you’re looking for is concentrated activity across multiple contacts within a 14- or 30-day window — that’s the strongest leading indicator of in-market intent in B2B.
Pair this with reverse-IP-based account identification (where Cometly identifies the company even before any contact fills a form) and you have an early-warning system for in-market accounts that haven’t identified themselves yet.
What to watch for.
- Counting every contact’s touchpoints separately
Without account rollup, your ABM channels look weaker than they are. Always group ABM reports by Account.
- Mismatching the rollup object
If your CRM uses Salesforce Accounts but Cometly is rolled up by HubSpot Companies, the reports won’t reconcile. Pick one source of truth.
- Treating a one-contact account like a real ABM signal
Single-contact form fills aren’t ABM engagement. Use the Engaged Contacts column to filter for accounts with real multi-contact activity.
Recap.
- Use HubSpot Companies or Salesforce Accounts as the rollup object
- Group reports by account domain to deduplicate contacts
- See all touchpoints across the committee, ranked by stage and recency
- Spot accounts where multiple contacts engaged before the form fill (a strong intent signal)
- Sync engaged-account audiences back to LinkedIn for follow-up campaigns