Skip to content
logo

Tactical content for account-based marketing

  • Blog Home
  • About Us
  • Resources
  • Contact Us

Turn Gut Feeling into Provable ROI: 5 KPIs to Measure ABM Success

Posted on May 2, 2018May 7, 2018 By Neha Tandon
Share the knowledge
  • Tweet

Account-based marketing (ABM) is an exciting new way of marketing involving a forward-way of thinking about the industry you are in. By including advertising and sales in its all-encompassing approach, it is both challenging and rewarding.

When supported by the right processes and given the right focus, this customer-centric approach often yields the highest engagement, return on investment, and results.

Focusing on the right KPIs will maximize the prospect of increasing ROI and engagement in a way that is tangible in the results it provides you and your team. It will also make the most of your time, ensuring your valuable time and money is spent on the biggest money-earning accounts.

1. Engagement on Every Level

The word “engagement” is thrown about quite a bit these days, especially with the rise of digital content creation. The concept can sound vague, so what we mean here is that it is important to quantitatively measure the ways in which your target account engages with the content on your website and that you provide them through omnichannel marketing. This measure visits your homepage, how long they spend there, what they click on, and how many advertisements they click on.

Be sure to measure engagement coming from the account as a whole rather than on one single lead to get the most accurate results. There are already marketing automation platforms out in existence doing the heavy lifting for you when it comes to producing this kind of data. Some even provide an “account score” given to each account to measure its likelihood to provide a return on investment.

2. New Prospects

How much reach and potential does an account really have? It can be a hard number to calculate. What you can measure, however, is how many new contacts you are able to reach when launching a new campaign. Keep an eye on this after the launch of a new campaign or after making significant changes to your website or strategic plans. This is another way of keeping an eye on the entire account–and its potential beyond what you currently have–rather than focusing in on single leads. This will ensure that new prospects are targeted while their interest is at peak.

3. A New Vantage Point

ABM doesn’t mean that you have to go through the process of goal-setting and KPI-identification all over again. Instead, track the same things you used under the traditional sales and marketing models: closed business, conversion percentages, and lead measurements.

But for an ABM campaign, look at the numbers both on an account level and on a targeted lead level in order to see how many individual opportunities advance under each given account, and how many close to see which tactics work on a big level to affect smaller change.

While you may not have to totally revamp the dashboards you’ve made in your business intelligence software for the sales and marketing teams, you may want to duplicate them. Clone a new dashboard for each account with achievable KPIs for that account, and then use your existing sales and marketing dashboards to track the overall metrics from all accounts.

4. Your Marketing Reach

The market is inundated with market research, and companies are now spending a larger chunk of their gross revenue on marketing than ever. The Small Business Chronicle reported marketing budgets account for as much as 40 percent of a company’s budget. Ensuring the money you are spending is well-spent is integral. How far is the influence of your marketing going? This is particularly difficult to measure in B2B and ABM in particular, more complex types of marketing. Sales cycles are longer, and there often is not one aspect to pinpoint as having gone right or wrong in your campaign. This makes it more important than ever to measure the influence of your marketing every step of the way.

5. Lifetime Value of a Customer

There are many ways to measure the value of a customer in this given moment if we are to close the next sale with them. Think long-term in your business and measure the worth of a customer to your business over the lifetime of your relationship with them. Vital Design says this is one of the best ways to gauge a company’s return on investment when it comes to both your time and money spent on a customer. They suggest calculating this KPI by breaking down revenue and gross margin.

Wrapping it up

Using account-based marketing is effective when it comes to winning new business, but also when it comes to obtaining new customers. Hours can be spent studying the ultimate client, but it is paid back in much higher conversion rates and return on investment when you can be more adaptable and responsive to your consumer base with these strategies.


Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

CTA_for_ABM_Playbook_by_ListenLoop_and_DiscoverOrg

Written by Neha Tandon

Neha Tandon is a writer for TechnologyAdvice. She is a graduate student of journalism at Syracuse University. With a background in marketing, PR, and advertising, her true passion is for business journalism.

Recommended

  • 4 Lessons ZoomInfo Learned From Their Own ABM Campaign
  • Tools to Execute Your ABM Strategy Part 2: Interaction & Engagement
  • Tools to Execute Your ABM Strategy Part 1: The Rich Man’s Stack
  • 5 Reasons B2B Marketers Should Strengthen ABM Strategy in 2018

Post navigation

4 Lessons ZoomInfo Learned From Their Own ABM Campaign
Why You Should Encourage Customer Reviews in Your Marketing Strategy (And How To Do It)

Recent Posts

  • A Step by Step Guide to Creating an ABM Strategy For Each Account
  • A Guide to Advanced ABM Strategies with Google Ads
  • 3 Ways to Build a Successful ABM Content Strategy
  • Marketers Are Planning to Increase ABM Budget in 2020
  • 5 Common Mistakes in ABM Solutions

Subscribe

* indicates required

Archives

  • August 2020
  • July 2020
  • May 2020
  • March 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • August 2019
  • July 2019
  • May 2019
  • April 2019
  • January 2019
  • December 2018
  • November 2018
  • October 2018
  • September 2018
  • July 2018
  • June 2018
  • May 2018
  • April 2018
  • February 2018
  • January 2018
  • December 2017
  • November 2017
  • October 2017
  • September 2017
  • August 2017
  • July 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • July 2016
  • June 2016
  • January 2016
  • December 2015
  • November 2015
  • September 2015
  • June 2015

Categories

  • ABM
  • account based marketing
  • ad budget
  • ad retargeting
  • advertising automation
  • Automated Advertising
  • b2b ad retargeting
  • b2b advertising
  • b2b marketer
  • b2b marketers
  • b2b marketing
  • B2B Sales
  • big data
  • content marketing
  • customer
  • customer feedback
  • customer research
  • digital marketing
  • Drip Campaigns
  • ecommerce
  • FAQ
  • feedback
  • goals
  • Help
  • How-To
  • JS Tags
  • lead nurture
  • marketing
  • marketing automation
  • marketing plan
  • marketing stack
  • millennials
  • online marketing
  • personalization
  • questions
  • retargeting
  • ROI
  • sales
  • social media
  • Uncategorized
  • Video Series

Company

About Us

Terms of Service

Privacy Policy

Work WIth Us

Ads for Account Based Marketing

Deliver Personalized Ads

Learn More

Product

Customers

Resources

Contact Us

Compare ListenLoop & Terminus

Delivering Ads via Ad Exchanges

Recent Posts

  • A Step by Step Guide to Creating an ABM Strategy For Each Account
  • A Guide to Advanced ABM Strategies with Google Ads
  • 3 Ways to Build a Successful ABM Content Strategy
  • Marketers Are Planning to Increase ABM Budget in 2020
ListenLoop, 100 Duffy Ave., Suite 510, Hicksville, NY 11801 | Copyright 2016
ListenLoop uses behavioral online advertising based on your web browsing activity or form submissions. You may change your ad preferences here.