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The Big 5 Metrics
for Account-Based
Marketing
bit.ly/Big5ABM
Get The Slides!
Big 5
Metrics for
ABM
Topics for Today
• Why Are ABM Metrics Different?
• How To Measure ABM
• The ABM Market Map
Why Are ABM Metrics
Different?
It’s called “business to business”, not “business to lead”
@jonmiller
©2016 Engagio, Inc. All rights reserved.
“Account-
c...
ABM Is About Quality, Not Quantity
©2016 Engagio, Inc. All rights reserved.
Quality
Millions of candy bars One Golden Tick...
Don’t count the
people you
reach; reach the
people that
count.
– David Ogilvy
Account Based
Marketing is a Marathon
• Average days to Opp: 327
days (Marketo)
• Prospected accounts take
1.7x longer to ...
Influence
©2016 Engagio, Inc. All rights reserved.
SiriusDecisions
Land and Expand
Outbound
Nets vs. Spears
©2016 Engagio, Inc. All rights reserved.
ABM Metrics Are Different
Demand Generation Account Based Marketing
Leads Accounts
Quantity Quality
Days and Weeks Months ...
OK Jon, How Should We
Measure ABM?
Engagement
• Higher engagement means
deeper commitment
• It’s about time: use the
number of minutes that
someone spends wi...
Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads
Leads in SFDC are not connected to the A...
Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads Account
• Fuzzy logic
• Powered by
Leads...
Coverage
Do you have sufficient data, opt-in contacts, and
account plans for each target account?
©2016 Engagio, Inc. All ...
Coverage
How well are you adding new / engaged people to
the database? Director-level and above?
©2016 Engagio, Inc. All r...
Awareness
Which target accounts have any awareness of us?
Are they visiting the website?
©2016 Engagio, Inc. All rights re...
Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©20...
Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©20...
Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©20...
Program Reach
Are marketing programs reaching the target
accounts? How much waste is there?
©2016 Engagio, Inc. All rights...
Program Impact
How are the ABM activities improving sales outcomes
such as deal velocity, win rates, average contract valu...
• Coverage: do you have sufficient data, contacts,
and account plans for each target account?
• Awareness: are the target ...
• Impact: are ABM activities improving
key sales outcomes?
• Coverage: do you have sufficient data, contacts, and
account ...
The ABM Market Map
ABM Market Map
May
2016
Oct
2015
EOY
2016
gum.co/ABMGuide
Use code
FlipMyFunnel
to download for free!
The Clear and
Complete Guide to
Account Based
Marketing
Jon Miller
@jonmiller
www.engagio.com
FlipMyFunnel - The Big 5 Metrics for Account Based Marketing
FlipMyFunnel - The Big 5 Metrics for Account Based Marketing
FlipMyFunnel - The Big 5 Metrics for Account Based Marketing
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FlipMyFunnel - The Big 5 Metrics for Account Based Marketing

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One of the greatest questions on the mind of account-based marketers is “How do I measure the results of my ABM campaigns?” This presentation shows why traditional marketing metrics aren’t sufficient for ABM, and gives step-by-step instructions for how to track and report on the metrics that will make Sales take notice.

If you are running Account Based Marketing campaigns today, then this is the presentation for you!

Published in: Marketing
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FlipMyFunnel - The Big 5 Metrics for Account Based Marketing

  1. 1. The Big 5 Metrics for Account-Based Marketing
  2. 2. bit.ly/Big5ABM Get The Slides! Big 5 Metrics for ABM
  3. 3. Topics for Today • Why Are ABM Metrics Different? • How To Measure ABM • The ABM Market Map
  4. 4. Why Are ABM Metrics Different?
  5. 5. It’s called “business to business”, not “business to lead” @jonmiller ©2016 Engagio, Inc. All rights reserved. “Account- centric” “Person- centric”
  6. 6. ABM Is About Quality, Not Quantity ©2016 Engagio, Inc. All rights reserved. Quality Millions of candy bars One Golden Ticket
  7. 7. Don’t count the people you reach; reach the people that count. – David Ogilvy
  8. 8. 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
  9. 9. Influence ©2016 Engagio, Inc. All rights reserved. SiriusDecisions
  10. 10. Land and Expand
  11. 11. Outbound Nets vs. Spears ©2016 Engagio, Inc. All rights reserved.
  12. 12. 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
  13. 13. OK Jon, How Should We Measure ABM?
  14. 14. 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
  15. 15. 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
  16. 16. Lead to Account Matching ©2016 Engagio, Inc. All rights reserved. Concept 2 Leads Account • Fuzzy logic • Powered by Leadspace
  17. 17. 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)
  18. 18. 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)
  19. 19. 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)
  20. 20. 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)
  21. 21. 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)
  22. 22. 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.
  23. 23. 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
  24. 24. 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.”
  25. 25. • 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?
  26. 26. • 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?
  27. 27. The ABM Market Map
  28. 28. ABM Market Map May 2016 Oct 2015 EOY 2016
  29. 29. gum.co/ABMGuide Use code FlipMyFunnel to download for free! The Clear and Complete Guide to Account Based Marketing
  30. 30. Jon Miller @jonmiller www.engagio.com

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