Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Published on
The rise of account-based marketing is demanding new ways of thinking about marketing metrics. While leads and opportunities are important and even necessary, they are not sufficient to measure account-based marketing (ABM).
Marketers need to embrace these Big 5 Metrics for Account-Based Marketing:
• Coverage: do you have sufficient data, contacts, and account plans for each target account?
• Awareness: are the target accounts aware of your company and its solutions?
• Engagement: are the right people at the account spending time with your company, and is that engagement going up over time?
• Program Impact: are marketing programs reaching the target account, and are they having a long-term effect?
• Influence: how are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores?
Login to see the comments