Free ebook: The Definitive Guide To Account-Based Marketing Measurement

In this new age of ABM, what are the metrics that really matter? In the Definitive Guide to Account-Based Marketing Measurement, we explain the key metrics marketers must measure from the top of the funnel to the bottom. Specifically, the 22-page guide covers: What is ABM? What is ABM measurement? Lead-to-account mapping Top of the funnel ABM metrics Middle of the funnel ABM metrics Bottom of the funnel ABM metrics Testing and optimization

Table Of Contents

1) What is account-based marketing (ABM)? 2) What is ABM measurement? 3) Lead-to-account mapping 4) Top-of-the-funnel ABM metrics 5) Middle-of-the-funnel ABM metrics 6) Bottom-of-the-funnel ABM metrics 7) ABM Testing and optimization

First 3 Pages

THE DEFINITIVE GUIDE TO ACCOUNT-BASED MARKETING MEASUREMENT WELCOME to The Definitive Guide to Account-Based Marketing Measurement. This guide will walk you through everything you need to know to measure your account-based marketing efforts for optimal performance. Specifically, you’ll learn the following: 1) What is account-based marketing (ABM)? 2) What is ABM measurement? 3) Lead-to-account mapping 4) Top-of-the-funnel ABM metrics 5) Middle-of-the-funnel ABM metrics 6) Bottom-of-the-funnel ABM metrics 7) ABM Testing and optimization CHAPTER 1: WHAT IS ACCOUNT-BASED MARKETING (ABM)? Before we discuss account-based marketing measurement, we must first understand what it is, and why more B2B marketers are implementing it today. Account-based marketing — commonly referred to as ABM — is the B2B marketing methodology or strategy that takes the reverse approach of the demand generation process. Rather than casting a wide net by engaging a wide range of people with the hope that some within that group are good, qualified prospects, ABM begins with a list of qualified target accounts and then develops strategies and tactics to market specifically to those accounts. At a fundamental level, ABM differs from inbound marketing or demand generation marketing strategies because it starts with the list of qualified accounts, instead of qualifying accounts after lead conversion. Here’s a quick rundown of the four key stages of ABM execution: In the #flipymyfunnel framework for ABM, after you’ve “identified” your target accounts (step one), the next step is to “expand” — identify the key persons within your target accounts. For a B2B martech company, the key personas may include the CMO, the marketing director, marketing operations, and the demand gen team. Once you’ve identified the personas, the next step is to “engage.” This involves reaching out to the personas that you’ve identified through various marketing channels with messaging specific to the recipient. And finally, the last step is “advocate.” This entails converting the personas that you’ve engaged into champions for your brand — both internally and externally. The internal advocates help push the account through the sales cycle, increasing pipeline velocity from the inside. After the account has closed, these internal champions become external promoters by becoming your brand advocates to other companies. The Growth of ABM ABM has seen both hype and rapid adoption. According to the 2016 ABM Metrics Report , about 85% of marketers who are doing ABM expect to be doing either “a lot more” or “a little more” ABM in the next six months. This growth is not because the concept is new, but it’s because the technology is finally catching up. Account-based strategies have been around for a long time — sales teams have been using account-based sales strategies for decades. But what has changed is the ability to use digital marketing technologies to execute and measure account-based marketing at tremendous scale.