The document discusses key metrics for measuring account-based marketing (ABM) programs. It outlines five main ABM metrics: 1) Coverage - how much data and contacts do you have for each target account? 2) Awareness - are target accounts aware of your company? 3) Engagement - are the right people at the account interacting with your company and is engagement increasing over time? 4) Reach - are marketing programs reaching target accounts? 5) Impact - are ABM activities improving sales outcomes like deal velocity, win rates, and contract values? The document emphasizes that ABM metrics focus on quality engagement with target accounts, rather than just quantity of leads.
11. Account Based
Marketing is a Marathon
• Average days to Opp: 327
days (Marketo)
• Prospected accounts take
1.7x longer to convert
than average (Implisit, 2014)
• 7 to 13+ touches to
deliver a qualified sales
lead (Online Marketing Institute)
“You can’t wait a year to see
results [in ABM]”
- Megan Heuer, SiriusDecisions
28. • Coverage: do you have sufficient data, contacts,
and account plans for each target account?
• Awareness: are the target accounts aware of your
company?
• Engagement: are the right people at the account
spending time with your company, and is that
engagement going up over time?
• Reach: are marketing programs reaching target
accounts?
• Impact: are ABM activities improving key sales
outcomes?
29. • Impact: are ABM activities improving
key sales outcomes?
• Coverage: do you have sufficient data, contacts, and
account plans for each target account?
• Awareness: are the target accounts aware of your
company?
• Reach: are marketing programs reaching target
accounts?
• Engagement: are the right people at the account
spending time with your company, and is that
engagement going up over time?
If you are a sales rep with only 20 accounts, you are thinking about those 20 accounts all day long.
not a lot of room for marketing to deliver value by generating a lot of new leads. What’s more, at any given time it’s not very likely that any of those 20 accounts are looking to buy “right now”
Which would the sales rep value more — 20 low-level professionals downloading your whitepaper, or one meaningful conversation with a decision maker at one of her target accounts ? This image is particularly hard to see, the circle needs to be thinner
volumes in ABM are too low for traditional funnel metrics such as conversion rates. A sales rep with 20 accounts can’t accept a 5% conversion rate
One of the biggest changes happens on the marketing side, where a department used to being measured by number of leads generated is now measured by quality of engagement with targeted accounts.
“Management often has a difficult time justifying a full-time marketer focused on 3-5 ABM accounts that might help generate 20 new contacts and 5 opportunities when a junior marketer may create 500 new contacts and 100 opportunities. Of course, the value between those scenarios is vast, but the change in mindset is significant.” - Kathy Macchi, Inverta
Don’t underestimate this change. And don’t expect it to happen simply because you announced the new goals and metrics.
Funding – how will you know it’s working?
You need to get proper funding for a program that won’t deliver clear revenue immediately – possibly for a long time.
If you hide this fact when you make your business case, you’re putting a time bomb inside your ABM program. Instead, make sure executives all understand the timescales and the metrics you’ll be using to ensure you’re making progress towards revenue.
The companies who stay with their ABM strategies and track the right metrics invariably show significant return on their investment. But success is not measured in weeks (or even months in many cases).
ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
ABM is an investment in time and resources so you MUST focus on accounts with highest ROI