Mesaure what matters
We always get questions about how to measure the leads from an Account Based Marketing campaign. And the truth is that B2B marketers often measure their campaigns like B2C marketers, which is problematic. We will dig deeper into that below.
Furthermore, simply paying for thousands of views does not guarantee conversions or leads and click-through rates are not the most useful metric in B2B. The best B2B marketers we know, focus on targeted campaigns that engage all potential decision makers from a specific account they have an ongoing sales dialogue with. There needs to be a switch in approach; from views, clicks, conversions and leads to – engagement, movement in buying stages and deals.
Focus on engagement
Measuring overall digital engagement from a target account in pipeline should become a key KPI for B2B marketers. This requires a shift away from CPM, CTR, and lead generation metrics.
Rather focus on bringing actual insights to sales. Visualizing your digital presence, how many employees are engaging with your content, how they get to your website and what they are consuming (on an account level), as well as how long time they spend on your website, are some of the insights that sales benefits from. Sales can use those insights in their physical conversations and adapt their approach to the target account, accelerating their pipeline and increasing the chance of winning the specific deal.
Metrics for B2B
And to get a clear view of the measuring of your ABM program, measure – ABM vs. Non-ABM accounts. Here are metrics that we think you should focus on to best se the effect of your ABM program:
- Account prioritization – When ABM is helping to select accounts in a data-driven way, do they perform better throughout the funnel?
- Outbound – How many accounts do Sales Develop Representatives have to target to get a completed meeting in non-ABM accounts vs. the efficiency in ABM supported accounts?
- Engagement – Look at web metrics to see which content the accounts are consuming. Has the number of users from the accounts increased, is the average page time longer or has the users from search become more?
- Lift in cross-functional metrics – When looking at ABM targeted accounts, are there more campaign responders, event attendees, larger deal size, deal acceleration, etc. compared to non-ABM accounts?
- Decide on parameters for an “engaged account” that might include DG responders, ABM page visits, call connects, etc. and measure engaged people as a cohesive metrics. Then analyze how engaged people convert differently down the funnel.
What you, as a modern and successful B2B marketer should focus on, is getting used to measuring if your campaign resulted in increased engagement from visitors and companies that your sales team actually wants and can sell to, and not get stuck in the B2C numbers.
