Roughly 17M results are returned from Google when searching for account-based marketing (ABM) technologies, which means there’s a wealth of content being generated around this topic.
We have a tremendous opportunity to use account data to understand which accounts we should invest our account based marketing efforts.
Every marketing technology vendor is talking about account-based marketing this year. And for good reason. Understanding the effects of account-based marketing is becoming possible with the increasing engagement data we have access to, and the sophisticated predictive models available.
With all the buzz and technology advances around ABM, there’s a need for a framework to help marketers approach reporting. After all, if you can’t connect marketing efforts to revenue, how do you justify investing in it?
In this post, we’ll look at the strategic moves you can make around performance measurement and reporting when doing account-based marketing.
No matter where you look, account-based marketing (ABM) is the hottest topic for B2B marketers in 2016. As with many new methodologies, embracing the concept is often the first step, but proper implementation can bring its own challenges. SiriusDecisions recently discovered that while “92% of companies recognize the value in ABM, going as far as calling it a B2B marketing must-have, only 20% have had full programs in place for more than a year.”
One of the many challenges facing potential practitioners lies in how to measure the success of their ABM program. Crucial to the measurement of ABM success is determining how much revenue these marketing efforts are contributing.
As much as marketing reports exist to add measurability to a bunch of actitivities, there’s nothing more gratifying than showing proof of success. For account-based marketing, the proof is in accelerated deal velocities and the rate of new deals.
Measuring success is the final step, but the seeds for data accuracy and actionable reporting are planted early.
In this post we cover the tracking and metrics you need to understand what great account-based marketing looks like -- most importantly, what great ABM should look like at your company.
Large deal sizes require a different marketing approach. And a different marketing approach requires a new way to do reporting.