How would you define the difference between metrics, analytics, and insights in the context of Account Based Marketing strategy?

• Metrics are the data points you are measuring the success of the campaign around (either leading or lagging indicators). This can be # of meetings from your account list, # of campaign responses per account, # of impressions or CTR by account, # of opportunities, $ pipeline generated, etc. Any goal you’re measuring yourself on.
• Analytics is the process of acquiring Insights from the data. Why should the team care about these metrics?
• How are those metrics driving the business?
• What action items can we take from here?
• How will we apply these learnings to future campaigns?

In the context of account-based marketing (ABM), metrics, analytics and insights are related, but not the same.

• Metrics are the quantitative measurements that you’ll use to track the performance of your ABM campaigns. For example, target accounts reached, booked demos and generated pipeline would all be metrics to track.
• Analytics refers to the process of analyzing the data and trying to glean insights from the data such as how engaged are your target accounts. This can also refer to tools and techniques.
• Insights refer to the actionable learnings you have teased out from the data.

All of these components are critical to an ABM strategy and are equally important.