Account-based marketing, also known as ABM for short, is a marketing strategy that allows marketers to get high-quality leads. It includes targeting a smaller number of accounts based on quintessential information such as their influence, contact information, designation, and many more. Once the list is narrowed down, the lead generation experts go ahead and contact them to generate quality appointments or leads. But how would you know if the ABM strategy is successful? Here are a few account-based marketing measures you should know about!
Top 5 ABM metrics you should track
1. Data coverage
Once you have compiled the target audience list, there are two major outcomes you can expect from it. One is for it to provide a list of people who have influence or are the decision-makers. Whereas the other has valuable information regarding the prospect and how to contact them, this method helps you track and ensure these details are available so you can score a quality lead.
2. Sales influence
To run a successful campaign in the ABM industry, it is important to know if your leads are converting into winning deals. You need to be aware of statistics like deal velocity, customer satisfaction, retention, win rates, etc. Based on these, you change and adjust your ABM strategy accordingly.
3. Brand visibility
Imagine you are purchasing a laptop, and two brands have the same specifications for their models. However, one of the brands is well-known, whereas the other is not. So, the obvious choice will be to purchase from a well-known brand. As a result, when it comes to marketing, especially in the B2B industry, brand name and reputation are extremely valuable. Though it is a tough road to get through, it is an essential one.
4. Account engagement
Track and tally what is attracting your users. Account engagement allows you to understand what mode of communication albeit a call, email, blog, LinkedIn post, or others are gaining the account’s attention. These metrics are essential as they provide insight into what the user is interested in and offers you a baseline for similar accounts and their interests.
5. ABM ROI
In B2B account-based marketing, just running successful ABM tactics isn’t enough. The key is to find out if the campaign is valuable and is able to provide profitable returns. This can be achieved by measuring KPIs (key performance indicators). Based on these statistics, you can not only run result-driven campaigns but also gain new clients with your measurable success rate.
ABM campaigns, especially in the B2B industry, are tough to crack. This is why many businesses let experts such as Resolute B2B help them with their work. We have over half a decade of experience in the marketing industry and an incredible success rate. If you are looking to get the best client with the ABM campaign then contact us today! Visit our contact us page or send us an email at info@b2bresolute.com to know more.
