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5 Metrics that Could Make or Break Your Next ABM Campaign

March 22, 2018 / Molly Clarke

We’ve all heard the news— Account Based Marketing, or ABM, is an incredibly effective way to target prospects and close more deals. In fact, companies with an ABM strategy in place generate 208% more revenue for their marketing efforts than companies without an ABM strategy (source). But—you already knew that. Now that ABM has proven to be more than just a passing trend, it’s time to take it to the next level. Today’s blog post explores five key metrics to consider before your next ABM campaign. Keep reading! Let’s start with account coverage—a phrase that refers to a team’s ability to both identify and penetrate a large number of key accounts. Here’s why account coverage is important: If you have many target accounts with low levels of penetration, you’ll have a difficult time converting those accounts to customers. On the other hand, if you only have a few target accounts with optimal account penetration, you’ll only e...