August 15, 2019
ABM is booming in B2B right now. Why? Because it works.
AMB, also known as account based selling, requires preparations, such as forging alignment between your B2B sales and marketing departments and creating personalised content, to find success. It’s also essential that you monitor your metrics, so you can see what’s working and what isn’t, iterating and testing to improve.
However, with your CRM and other marketing software solutions producing so many different forms of data, how do you know which ones to focus on? We’ve identified three metrics you must track for each stage of the ABM funnel.
At the start of the ABM process, you need to make sure you are engaging with the right people in an effective way. Here are the metrics you need to track:
In the middle of the ABM funnel, it becomes less about reach and more about quality engagement. Here are the metrics that track how well your content resonates with your target contacts:
If the top and middle of the ABM funnel are about warming your target contacts up, the bottom is where you start the business of selling. Here are the B2B marketing KPIs you need to look at:
Of course, ABM doesn’t stop once you have closed your first deal with your target account. In fact, it’s just the beginning. The strong relationship you have built as you move your target through the funnel should help you turn your customer into a raving fan. Keep your eye on these metrics to make sure:
These data driven marketing metrics will show you in real-time where you can refine the process. For example, if your target contacts are not clicking through to your website after receiving personalised content, maybe you need a stronger call to action?
When you monitor these metrics, ABM becomes a continuously improving process. Let the B2B data drive you in the right direction.
Cognism Prospector was built for account-based marketing. With it, you can:
Interested? Then book your demo with us today!