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Demystifying ABM Metrics

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According to the 2016 State of ABM by SiriusDecisions, the number one goal for ABM in 2016 is increasing revenue. Goals are only effective when they are measurable, so account-based marketers need to understand how to measure their ABM efforts in terms of revenue. Capturing the account-based nuance in your revenue measurement is essential to scaling and proving the value of ABM. In this session, I will discuss how ABM measurement differs from demand gen measurement – from measuring revenue on an account-basis, to engagement and attribution.

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Demystifying ABM Metrics

  1. 1. Demystifying ABM Metrics Dave Rigotti Head of Marketing Bizible
  2. 2. 2 About B2B marketing attribution to “make every marketing dollar profitable”
  3. 3. 3 ABM Measurement Challenges What are your biggest challenges with ABM measurement & optimization?
  4. 4. 4 ABM Measurement Challenges What is the primary metric you use to measure ABM success?
  5. 5. Indicators vs Goals
  6. 6. 6 Indicators vs Goals
  7. 7. How do you achieve the goal?
  8. 8. 8 Triangle of Success
  9. 9. 9 Triangle of Success ACTION
  10. 10. 10 Triangle of Success ACTION RESPONSE
  11. 11. 11 Triangle of Success ACTION RESPONSEOUTCOME
  12. 12. 12 Triangle of Success ACTION RESPONSEOUTCOME
  13. 13. 13 Action =
  14. 14. 14 Action = CTR Conversion Rate Net New Accounts / Contacts Marketing Touchpoints
  15. 15. 15 Response =
  16. 16. 16 Response = Account Engagement Scores Marketing Qualified Accounts (MQAs) Opportunities, Pipeline, etc
  17. 17. 17 Outcome =
  18. 18. 18 Outcome = Revenue
  19. 19. Attribution Modeling
  20. 20. 20 Attribution Modeling 100% 0% 0% 0% Closed DealFirst Touch Lead Creation Opp Creation
  21. 21. 21 Attribution Modeling
  22. 22. 22 Attribution Modeling
  23. 23. 23 Attribution Modeling
  24. 24. 24 Attribution Modeling
  25. 25. 25 W-Shaped Attribution 10% Other touchpoints 30% 30% 30%
  26. 26. 26 Full-Path Attribution 10% 22.5% 22.5% 22.5% 22.5% Other touchpoints
  27. 27. Recap
  28. 28. 28 Recap §  Focus on the goal of marketing; Other metrics are important but won’t win you the fishing contest §  Use engagement as a leading indicator for success §  Do multi-touch measurement and reporting Champion of the 2016 GEICO Bassmaster Classic
  29. 29. Thank you! @drigotti dave@bizible.com

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