Skip to main content

When it comes to defining the metrics for your ABM program,  my advice is to keep it simple. I’ve boiled it down to 3 main categories that I monitor. The key is tight alignment between the ABM team and Sales Leadership to ensure there is agreement on what success will look like.

 

Company Objectives 

The first step is to understand your company’s objectives. Once you have a grasp of these, you can align your ABM program goals to these.  For example, if one of your company goals is to boost brand identity you can align that to the account brand lift you will get from your ABM program.

 

 

ABM Scorecard Metrics 

 

Identify the engagement stage metrics that align with marketing and sales leadership. 

 

Campaign-Level Metrics 

Define campaign metrics that the ABM champion / digital marketer will monitor regularly for paid media optimization. 

 

Sure, defining metrics for your ABM (Account-Based Marketing) program should be straightforward and closely aligned with your company's overarching objectives. The first step is understanding these objectives thoroughly. By doing so, you can ensure that your ABM goals are directly supportive of the company's broader goals. For example, if your company aims to sales data enrichment or enhance brand identity, you can correlate this objective with the brand lift expected from targeted accounts through your ABM efforts.

Next, it's crucial to establish ABM scorecard metrics that reflect engagement stages relevant to both marketing and sales leadership. These metrics typically include measures like account engagement, pipeline growth, win rates, and average deal sizes from ABM-targeted accounts.

Additionally, campaign-level metrics are vital for optimizing your ABM initiatives. These metrics, monitored regularly by your ABM champion or digital marketer, might encompass click-through rates, conversion rates, cost per acquisition, and return on investment from your ABM campaigns.

Reply


Terms & ConditionsCookie settings