6 Most Crucial ABM Metrics: Why & What to Track

As Account-Based Marketing (ABM) continues to grow and develop into a powerful marketing strategy, the conventional question remains: How to prove and measure my results?

Diving into your account-based marketing metrics to understand your results is all about asking the right questions. The metrics focus on quality over quantity. This means that looking at engagement levels above traffic volume and opportunities over leads have a close association with sales. Thus, it summarizes activity metrics and outcome metrics together.

If you implement a new sales methodology without adopting new sales metrics, you’ll have a much harder time tracking the progress of your marketing efforts. That’s why the companies, shifting to an account-based framework, should update their KPIs, as these are the leading indicators of success.

So, the account-based marketing metrics highly focus on the activity of an individual lead and look at crucial accounts that would likely drive the most revenue for your organization.

How are Account-Based Marketing Metrics Different?

The rate at which digital marketers have moved towards the ABM model by creating successful ABM campaigns is quite surprising. While many thought, ‘Will this thing stick?’ or ‘Is this just a whim that will go away in the future?

But it’s 2021, and ABM has become even more popular in the B2B world as marketers see value in targeting accounts and not only leads.

Recent research from SiriusDecisions states that 93% of marketers consider ABM extremely important to their overall organizational success. With any marketing strategy, you are going to be asked whether your campaign is performing well or not. It indeed takes time for the programs to run for any marketer who has built an ABM strategy. So, what should you consider more in creating an ABM strategy?

Think quality, not quantity

A team working on the ABM model understands the priority—influencing customers who matter as crucial accounts. So instead of focusing on new lead creation, ABM focuses on activating and engaging the right leads (even if it’s smaller in number).

Similarly, your ABM team needs to focus on growing revenue from every single account. This means what would your team value more: ten random marketing professionals downloading a whitepaper or having a meaningful conversation with a decision-maker?

It’s About Engagement

SiriusDecisions states that there has been a 24% increase in the average B2B sales cycle length since 2019. It means that the larger the deal size, the longer the cycle. With such a lengthy process, you need to measure what’s happening during the progressing phase.

So, how do you do that?

It is engagement on which you need to focus on. Track how deeply the right account gets engaged with your brand. This way, you’ll have a measurable way of showing development in your business.

Engagement in ABM results in immense benefits for most businesses. Here is a list of the latest ABM statistics that shows companies that utilized the strategy saw incredible results, such:
  • 200% rise in ROI
  • 50% of sales teams were more productive and able to optimize qualified leads
  • 30% boost in revenue
  • 66% augmented the number of leads generated
  • 83% saw amplified engagement from targeted leads
  • Shorter sales cycles grew by 27% and more

However, such benefits of implementing an ABM strategy are only the results of a successful ABM approach, as it’s not an easy task for every organization. The only way to ensure that your business’s ABM efforts are successful is by meticulously monitoring the most important metrics.

The 4 Crucial Metrics to Track

Reading further, you will come across the six crucial types of account-based marketing metrics.

Engagement

How are your prospects get interested and engaged?

The more attention they pay to your company, the more committed they tend to be. Measure the time they spend with your brand or on your website. Monitor when they respond to your marketing programs socially or when they use your product and connect with your sales team.

As one of the account-based marketing metrics, the amount of engagement will be the closest and essential. Therefore, your focus should be to measure how contacts are involved with your content, including the type of content. The following areas will help you understand it deeply:
  • Email metrics: Track the activities of your audience with your email marketing campaigns. You will want to know the open and click-through rates and look at the number of responses received from each email. Also, how email recipients are sharing your messages with others.
  • Social metrics: You can check with contacts from your targeted accounts if they have liked, shared, or commented on your posts. Are they following your business page and social accounts?
  • Consumption rates: Similarly, you can look at how contacts from your targeted accounts consume your online content, specifically information provided on your website and blogs. This shows several page views, average page time, and specific content being viewed and downloaded.
  • Offline Activity metrics: Beyond your digital information, track your targeted accounts engaging with you offline. Are they attending events you sponsor, readily contacting, and responding to direct mail?

Therefore, these account-based marketing metrics' primary goal is to know where your contacts are in their buying journey. In fact, through these metrics, you can uncover what information (content) your website lacks to support communications in their research.

Awareness

Do your prospects are aware of your company’s name and offerings? Web traffic is an ethical reflection of keeping prospects aware, specifically, traffic coming from within your target accounts. You should also track whether your contacts are opening your emails, attending your events, and contacting through calls, or using any other medium you provided.

Target-Account Reach

Are you able to reach specific target accounts in the right way? Where do you lack in your efforts?

These account-based metrics help you to track success by channel. In case of point, in a webinar campaign, you would measure its success by analyzing event attendance. So, track the percent of target accounts that have successfully enrolled in each program as well. And, finally, track your focus. What is the percentage of all program successes coming from key accounts? This will help you understand how many target accounts reach you through your ABM campaigns, ABM strategies, and other marketing functionalities.

Influence

Your marketing strategy’s influence on a targeted account will be measured mainly by your interactions with each account. However, some of the account-based marketing metrics mentioned above will help check your ABM strategy's influence metrics. But the big question is whether your efforts are working or not. To understand this, you need to evaluate some parameters such as:
  • The conversion rate for contacts in your targeted accounts
  • Converting of your targeted accounts in the marketing funnel
  • Frequency and volume of meetings or calls with each account
  • With whom you have the discussions— account influencers or final decision-makers
  • Finally, the results of your meetings

These parameters will divulge what efforts are working and where you need to change your approach or the information you provide to make your business successful.

Types of Account-Based Sales Metrics

Marketing and sales often measure success differently. Account-based metrics can help bring these closer by aligning their focus on a specific list of target accounts.

With an Account-Based Sales Development (ABSD) strategy, there are two types of metrics. These would help you understand whether your sales team is performing well in an account-based sales plan or not.

Activity-based sales metrics

You need to check and understand whether your sales team is doing various marketing activities in the right way or not. This will be specific for each account to be targeted and includes activities like task completion, emails, contacts per day, account coverage, meaningful conversations, and appointments.

Outcome-based sales metrics

It is generally considered under post-sale account-based marketing metrics. Now the time is to track the result of the activities mentioned above. Also, include the rate of accounts accepted from the pipeline created and revenue generated.

In short, the goal is to measure the monetary value of each transaction and to track your performance and successes over time in business. This information is also helpful in identifying new accounts to target.

To know how read through in the next!

Value

Measuring value is more important than your total sales volume, as it is a part of ABM metrics. The goal is to understand the worth of each account to your bottom line—how they compare to other accounts and see the performance of each sales representative. In this context, your account-based marketing metrics should uncover the following:

  • What is your average selling point value?
  • What is the average account sales volume?
  • What is the swelling value of each account?
  • What is the total sales volume?
  • How much revenue generated?
  • What is the value of each deal?

Having a clear answer to these aspects reveals the most tangible insights into your results. By looking at specific accounts, you can measure where you are growing, where opportunities exist and show underperforming accounts. Thus, it will make your work accordingly.

Retention

As account-based marketing metrics measure quality over quantity, retention is one part where this comes into play. In addition, it measures the possibility of a targeted account and their satisfaction level.

Measuring retention is a decent indication of the strength of your account relationships. Accounts that stay for a long term are generally satisfied. Thus, they provide the most value to your business.

On the flip side, dissatisfied accounts won’t stay with you very long. But they are virtuous indicators of areas you need to change and improve — either with the process, products, or account types.

ROI

The most crucial account-based marketing metrics is your return on investment (ROI). Eventually, you measure your ABM campaigns and marketing strategies—if they are effective. So, ROI is the percentage of your investment to earnings.

What makes these account-based marketing metrics so challenging in reality? Several factors influence each transaction or sale. Take a step back and consider these questions:

  • Has your closure rate improved over the past month, quarter, or year?
  • On average, how long does it take to close a sale?
  • What was your ROI for each campaign you launched?

The purpose behind considering these aspects is to know what marketing campaigns were successful and better understand inclusive marketing and sales effectiveness.

Putting all ABM Metric to Work Together

A successful ABM strategy requires various activities, technologies, and outlooks for B2B marketing or demand generation. Here, the use of ABM metrics becomes important for measuring pre-sale success and revenue potential. For this, B2B marketing organizations should monitor post-sale metrics to track client satisfaction.

Therefore, by monitoring the entire ABM funnel, you can incessantly optimize marketing activities and improve customer relationships for your business.

Conclusively, account-based strategies present an incredible opportunity for organizations to make marketing and sales more relevant, focused, and effective. However, to apprehend the benefits, it’s important to measure what matters.

Frequently Asked Questions


How is account-based marketing success measured?

To measure account-based marketing success, here are some important ways:
  • Understand targeted accounts and needs
  • Regularly check content analytics statistics
  • Account engagement
  • Rate of interactions
  • Amount of in-depth conversations
  • Conversion metrics
  • Sales cycle lengths

What are excellent ABM metrics?

Awareness, engagement, conversion, and outcome are some of the excellent ABM metrics. Putting them together, a business can arrive at a complete set of elementary account-based marketing metrics and attracts more customers.

How are ABM campaigns measured?

The value of your ABM campaigns is scaled by the lifetime value of each targeted accounts. When measuring these, elements such as customer retention, awareness, reach, pipeline velocity, and influence are responsible for making an ABM program successful.

What are key metrics in marketing?

The various key metrics in marketing are:
  • Viewership metrics
  • Lead-based metrics
  • Engagement metrics
  • Pre-sales metrics
  • Post-sales metrics
  • Conversion metrics

Spotlight

ifficient

Founded in 2006 by a group of technologists and marketers, Ifficient has created a host of technological solutions to aid marketers in performance based interactive strategies. Our founders have over 30 years of interactive marketing experience.

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The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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Article | February 10, 2020

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Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

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Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.

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Collibra receives multiple MarCom Awards, including two Platinum and three Gold Awards, recognizing achievements in design, publications, and podcast production. Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education. The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market. Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications. The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production. One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education. The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs. The judges, who are seasoned industry experts, seek out companies and individuals whose talents transcend the conventional standards of excellence and serve as exemplars for the entire industry. Collibra received the following awards: Platinum Awards Collibra Impact Report Category: Creativity - Design | Annual Report / CSR Collibra Impact Report Category: Publications | Annual Report | CSR Gold Awards The Data Download Podcast by Collibra Category: Web Based | Web Element | Podcast Collibra Partner Program Brand Guide Category: Creativity - Design | Identity Suite Collibra Partner Program Brand Guide Category: Creativity - Design | Program Guide Honorable Mention The Data Download Podcast by Collibra Category: Creativity - Design | Identity Suite MarCom stands as one of the most renowned and longstanding creative competitions globally. These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals. Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation. She expressed her enthusiasm in observing Collibra's efforts being acknowledged with multiple MarCom honors. She further conveyed her excitement in sharing this recognition with their broader team and extended her gratitude to them for their diligent efforts in earning these awards.

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