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As you assess the performance of an Account Based Marketing campaign in progress, which reports are important to take action on immediately?

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2 Answers
Account Based Marketing Strategy
  1. Keara Cho
    Keara Cho

    Salesforce Sr. Director, Field Marketing • 2y

    The way I think about ABM metrics are 3 folds: What’s the revenue impact we are driving - early indicators include what’s our contribution to pipe generation. How are we helping our seller build relationships? These can be measured in the form of marketing responses or event attendance or executive engagement from decision makers in our ABM accounts (ie. VP+). How are we strengthen our account data with contact acquisition & contact enrichment/cleaning? Not only are we driving new contacts f ...Read More

    1,833 Views
  2. Andy Ramirez ✪
    Andy Ramirez ✪

    GitLab Head of Growth Marketing • 1y

    The key word here is "immediately." I struggle with that. The first reason I struggle is that I don’t trust data at face value. When results look too good or too bad, I don’t react right away. I dig in to understand what’s causing it. That means I wouldn’t immediately kill a campaign just because, after 48 hours, there were no clicks or form fills. The second reason is that a lot of things take time. Modern marketing systems don’t just launch a campaign and expect instant results. They enter a l ...Read More

    540 Views

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