1. The Big 5 Metrics
for Account-Based
Marketing

2. bit.ly/Big5ABM
Get The Slides!
Big 5
Metrics for
ABM

6. Topics for Today
• Why Are ABM Metrics Different?
• How To Measure ABM
• The ABM Market Map

7. Why Are ABM Metrics
Different?

8. It’s called “business to business”, not “business to lead”
@jonmiller
©2016 Engagio, Inc. All rights reserved.
“Account-
centric”
“Person-
centric”

9. ABM Is About Quality, Not Quantity
©2016 Engagio, Inc. All rights reserved.
Quality
Millions of candy bars One Golden Ticket

10. Don’t count the
people you
reach; reach the
people that
count.
– David Ogilvy

11. Account Based
Marketing is a Marathon
• Average days to Opp: 327
days (Marketo)
• Prospected accounts take
1.7x longer to convert
than average (Implisit, 2014)
• 7 to 13+ touches to
deliver a qualified sales
lead (Online Marketing Institute)
“You can’t wait a year to see
results [in ABM]”
- Megan Heuer, SiriusDecisions

12. Influence
©2016 Engagio, Inc. All rights reserved.
SiriusDecisions

13. Land and Expand

14. Outbound
Nets vs. Spears
©2016 Engagio, Inc. All rights reserved.

15. ABM Metrics Are Different
Demand Generation Account Based Marketing
Leads Accounts
Quantity Quality
Days and Weeks Months and Years
Create Pipeline Influence Pipeline
New Business Land and Expand
Inbound Outbound
©2016 Engagio, Inc. All rights reserved.
Summar y

16. OK Jon, How Should We
Measure ABM?

17. Engagement
• Higher engagement means
deeper commitment
• It’s about time: use the
number of minutes that
someone spends with your
brand
• Track everything, online and
offline
©2016 Engagio, Inc. All rights reserved.
Concept 1

18. Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads
Leads in SFDC are not connected to the Account object
Account
• Routing problems
• Can’t tie activity to the right account
• Hurts campaign attribution

19. Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads Account
• Fuzzy logic
• Powered by
Leadspace

20. Coverage
Do you have sufficient data, opt-in contacts, and
account plans for each target account?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (1a)

21. Coverage
How well are you adding new / engaged people to
the database? Director-level and above?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (1b)

22. Awareness
Which target accounts have any awareness of us?
Are they visiting the website?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (2)

23. Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3a)

24. Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3b)

25. Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3c)
Marketing Qualified Account (MQA):
An account (or discrete buying center) that
has reached enough aggregate
engagement.

26. Program Reach
Are marketing programs reaching the target
accounts? How much waste is there?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (4)
FOCUS
%ofsuccessesfrom
targetaccounts
COVERAGE
% target accounts with a success

27. Program Impact
How are the ABM activities improving sales outcomes
such as deal velocity, win rates, average contract values,
retention, and net promoter scores
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (5)
• “Top 25% engagement = 18% faster sales
cycles.”
• “Accounts with >three engaged contacts =
15% higher contract values.”
• “Accounts that attended that dinner = 16%
more movement to next opp stage.”

28. • Coverage: do you have sufficient data, contacts,
and account plans for each target account?
• Awareness: are the target accounts aware of your
company?
• Engagement: are the right people at the account
spending time with your company, and is that
engagement going up over time?
• Reach: are marketing programs reaching target
accounts?
• Impact: are ABM activities improving key sales
outcomes?

29. • Impact: are ABM activities improving
key sales outcomes?
• Coverage: do you have sufficient data, contacts, and
account plans for each target account?
• Awareness: are the target accounts aware of your
company?
• Reach: are marketing programs reaching target
accounts?
• Engagement: are the right people at the account
spending time with your company, and is that
engagement going up over time?

30. The ABM Market Map

31. ABM Market Map
May
2016
Oct
2015
EOY
2016

32. gum.co/ABMGuide
Use code
FlipMyFunnel
to download for free!
The Clear and
Complete Guide to
Account Based
Marketing

33. Jon Miller
@jonmiller
www.engagio.com