There’s a lot of content on why account-based marketing is a no-brainer for B2B marketers. Now there’s content emerging on measuring the ROI of account-based marketing (ABM). This short article is on the latter.
We’ve written about key ABM metrics you can use to track performance, but we didn’t dive deeper to explain how to generate and visualize those metrics using available tools. That’s why we created an all-in-one ebook on how to measure the ROI of all your account-based marketing activities.
In How To Measure Account-Based Marketing Performance we define the data sources for each metric, and outline the data cleaning steps needed to generate these metrics.
It’s all part of the process of using data to tell the story of how marketing is driving growth. Let’s go over in more depth what you’ll find in the ebook.
Defining the Goal of Account-Based Marketing Campaigns
Bizible is fanatical about connecting every touchpoint to revenue, and we always preach the importance of focusing on the Return of marketing, the “R” in ROI.
The Return of marketing can take many forms. There are different goals besides revenue associated with account-based marketing campaigns. These goals and returns can include improving win-rates, increasing sales velocity, and influencing revenue and pipeline.
After defining the goals you’ll need to figure out how you’re going to measure the achievement of those goals. Each goal entails different methods of measurement, and different kinds of data. In the ebook, we walk through generating the data needed to measure the accomplishment of a variety of goals.
Defining Data Sources
At Bizible, we offer a variety of ways for marketers to get the data they need, in the way they want to consume it. It’s what we mean when we talk about data integrity, i.e. data is accurate and reliable. It’s the foundation for any type of data analysis.
Once you trust that your data sources are reliable, it’s time to choose the type of data and find the right source of data to measure your various goals. For example, if you’re interested in measuring the revenue influenced by your ABM campaigns, you’ll use attribution and attribution data, i.e. touchpoints data with dollar values associated with them. If your goal is increase sales velocity, you’ll use a different type of data related to touchpoints and touchpoint dates.
In the ebook, we go over each of these data types and data sources.
Generating Your Metrics
For marketing operations, this might be the “fun” part. In How To Measure Account-Based Marketing Performance, you’ll learn how to generate a variety of metrics using Bizible data. While we use Bizible data, these steps may be broadly applied at your own organization, even if you aren’t using Bizible.
Generating your metrics is an exciting part of B2B marketing because you can show your impact and measure the return of marketing. Who doesn’t love arming themselves with data to tell a great story?
For example, you’ll learn how to generate metrics like:
Average velocity between stage transitions by ABM campaign
Revenue generated by ABM campaign
Win rates for each ABM campaign
If you’re on the proverbial account-based marketing train and you’re wanting to show or measure impact, this ebook is a complete guide on the subject. To read it, click the banner below.