The Top 3 Metrics every ABM Program should track

Account Based Marketing(ABM) has become a cornerstone of modern B2B strategy. ABM, unlike traditional method does not focuses on volume, rather focuses on quality – building tailored campaigns for the accounts that matter most. The procedure of ABM follows a different approach in order to measure success. So here are three metrics that every ABM program must measure in order to bring a revolutionary impact on the business-

Account Engagement –

The core principle of ABM is to build stronger and deeper relationships with its target audience, which makes engagement one of the very crucial indicators of success. The engagement in content, websites, ads and sales interactions are few aspects that provide us the data of how much is the prospect ready for sales.

Pipeline Impact –

ABM along with engagement is about generating profitable revenue. In order to get an idea of the impact one can track how many opportunities are created due to ABM, are they moving faster, are they getting converted into SQL. This will help in accelerating growth of leads.

Revenue Outcomes –

The best way to check the effectiveness of ABM is to back it up to closed- won revenue. How much revenue did it influence, what were the ABM deal sizes, the upsell or cross sell revenue rate, all of these can be tracked down to know the impact ABM is having in the marketing process.

Conclusion

Measuring ABM success requires a different mindset. If tracked rightly, the metrics are efficient in providing the accurate data of its effectiveness, which in turn can be used as a catalyst to accelerate more revenue generation along with  quality campaigns for developing the foundational relationship of trust with the prospects. Thus ABM is the need of the hour to take your business to the next level!