How to Measure Account-Based Marketing Success with Terminus

Kathryn ewing | December 15, 2016

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In order to measure success with Terminus, B2B marketers must take a different approach than they do with other forms of digital advertising. Instead of focusing on traditional lead-based metrics such as net new leads and form fills, success with Terminus is defined by taking an account-based marketing approach, which means measuring influence on pipeline and revenue. This guide will help you better understand what success with Terminus looks like and how to measure it within your organization.What to Measure with Terminus The Big Three: Progression Rate, Pipeline Velocity, and Revenue While there are many different kinds of Terminus campaigns you can run, each with their own goals and metrics, all of those metrics contribute in some way to the three overarching goals of ABM:Progression rate: Did a higher percentage of target accounts progress to the next positive stage in the pipeline?Pipeline velocity: Did Terminus help move accounts through the sales cycle quicker, enabling your team to close deals faster?Revenue: Did Terminus impact pipeline velocity and progression rate in a way that helped generate more revenue?These metrics will take time to show results, which is why you’ll need to commit to an ABM program — Terminus included — for a long enough period of time be able to measure success. We recommend running Terminus campaigns for at least the length of your sales cycle before you begin measuring their effectiveness.

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Spotlight

The Marketing Practice

The Marketing Practice is an international B2B marketing services agency. We help organisations with complex B2B propositions to attract prospects, nurture opportunities, win deals and grow customers. The agency brings together a complete range of integrated services: from programme planning, proposition development, data sourcing and management, through creative development and digital campaigning, to event management and intelligent teleservice. Committed to brilliant marketing that delivers sales results, the agency has grown to over 130 people and runs global programmes for clients including Salesforce, HP Enterprise Services, Telefonica O2, Canon and Capgemini. We have four international offices, in Oxford, London, Munich and Seattle.

OTHER ARTICLES

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To create the automated ABM strategy, follow these steps: Create your Ideal Customer Profile (ICP) Align your target accounts Build campaigns Integrate ABM, marketing automation software, and CRM Personalize content Engage Set up a dashboard for assessment { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the account-based marketing tactics?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects." } },{ "@type": "Question", "name": "Why is an account-based marketing strategy so important?", "acceptedAnswer": { "@type": "Answer", "text": "The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions." } },{ "@type": "Question", "name": "How to create the automated ABM strategy?", "acceptedAnswer": { "@type": "Answer", "text": "To create the automated ABM strategy, follow these steps: Create your Ideal Customer Profile (ICP) Align your target accounts Build campaigns Integrate ABM, marketing automation software, and CRM Personalize content Engage Set up a dashboard for assessment" } }] }

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Spotlight

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The Marketing Practice is an international B2B marketing services agency. We help organisations with complex B2B propositions to attract prospects, nurture opportunities, win deals and grow customers. The agency brings together a complete range of integrated services: from programme planning, proposition development, data sourcing and management, through creative development and digital campaigning, to event management and intelligent teleservice. Committed to brilliant marketing that delivers sales results, the agency has grown to over 130 people and runs global programmes for clients including Salesforce, HP Enterprise Services, Telefonica O2, Canon and Capgemini. We have four international offices, in Oxford, London, Munich and Seattle.

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