The document discusses transforming account-based marketing (ABM) metrics for improved performance through addressing challenges like integration of martech tools and aligning stakeholders. It emphasizes the importance of measuring metrics that impact business outcomes, utilizing a variety of analytics tools, and creating actionable insights. Key takeaways include ensuring that ABM metrics clearly demonstrate business impact and leveraging connected data for more effective measurement.

1. TRANSFORM YOUR ABM METRICS
FROM WOBBLY INTO WORLD CLASS
Nani Shaffer | Director, Product Marketing
Ben Fisher | Senior Product Manager
MARCH 14, 2019

2. AGENDA
Challenges of B2B Measurement
Building Performance Metrics
Telling a Differentiated Measurement Story

3. CHALLENGES OF B2B MEASUREMENT

4. CHALLENGES
Marketing competencies
Data consistency
Account-level metrics
Multiple stakeholders

5. MARKETING COMPETENCIES
Source: ITSMA and ABM Leadership Alliance, 2018 ABM Benchmark Study, October 2018
As a group, how proficient are your ABM marketers in the following competencies?
2.9
3.0
3.2
3.3
3.3
3.4
3.4
3.6
3.6
3.7
3.7
0.0 1.0 2.0 3.0 4.0 5.0
Data and analytics for ABM
Marketing technology for ABM accounts and programs
Tailored value propositions
Account relationships and strategy
Cross organizational collaboration
Market and account intelligence
Content creation and tailoring
Sales and marketing collaboration and integration
Business acumen
Leadership
Campaign planning and execution
Have mastered
this skill
Not at all
proficient

6. DATA CONSISTENCY
Source: ITSMA and ABM Leadership Alliance, 2018 ABM Benchmark Study, October 2018
What are the top challenges your organization faces in your ABM programs?
12%
15%
17%
18%
18%
22%
26%
30%
30%
34%
35%
Integrating the martech tools that support our ABM programs
Selecting the martech tools to best support our ABM programs
Justifying the program costs/proving ROI
Getting buy-in from sales account teams
Agreeing on the selection of accounts for the program
Keeping up with the demand from the sales team
Educating sales on the process and value of ABM
Getting adequate budget to support programs and resources
Developing campaign assets that are mass customizable
Personalizing and tailoring our marketing to key contacts
Getting the data and reports we need to track results
Respondents could select
up to three choices

7. ACCOUNT-LEVEL METRICS
Source: Forrester, Metrics that Matter in Account-Based Marketing

8. WHAT WILL HAPPEN IN THE
FUTURE?
Where should we invest?
Is our strategy resulting in revenue?
What if…?
CONSOLIDATED BUSINESS ANALYSIS
Revenue
Close Rate
Deal Size
Deal Velocity
Retention Rates
DAY-TO-DAY TACTICAL METRICS
First Touch
Last Touch
Channel/Program Influence
Response Rate
Target Account Engagement
WHAT HAPPENED IN THE
PAST?
Which campaigns get credit?
How many opportunities were influenced?
What channels reached target accounts?
STAKEHOLDERS NOT ALIGNED ON ANALYTICS
Board Members
Sales Leadership
C-Suite / Exec Team
Program Owners
Marketing Leadership
Campaign Managers

9. Board Members
TRANSLATE TACTICAL METRICS INTO REVENUE INDICATORS
Sales Leadership
Program Owners
C-Suite / Exec Team
Marketing Leadership
Campaign Managers
• Revenue
• Close Rate
• Deal Size
• Deal Velocity
• Retention Rates
• First Touch
• Last Touch
• Channel/Program Influence
• Response Rates
• Target Account Penetration
ABM
ANALYTICS
MARKETING ATTRIBUTION
WEB ANALYTICS
MAS
CRM
BUSINESS INTELLIGENCE
ERP

10. BUILDING
PERFORMANCE METRICS

11. IDENTIFY METRICS1
• Readiness
• Activity
• Output
• Impact
OPERATIONALIZE
MEASURMENT2
• Aggregate data sources
• Define control groups
• Set goals
• Review performance
ANALYZE
PERFORMANCE3
• Prioritize consistency
• Communicate frequently
• Be relevant
• Go beyond attribution

12. WHAT ABOUT ATTRIBUTION?
MARKETING
SKEPTICISM
SALES
SKEPTICISM
CHANNEL
RIVALRIES
ABM
CONFLICTS
Model decisions
impact channel
performance metrics
Finite number of
dollars to share leads
to data manipulation
Contentious conclusion
that marketing source
matters
Temptation to game the
model by blanketing all
accounts

13. TELL A DIFFERENTIATED
MEASUREMENT STORY

14. Surface insights to help practitioners and
decision-makers support their strategies.
Take actions based
on recommendations
Compare to control or
another audience
Understand current
performance
Examine trends
and velocity

15. DEMO

16. Understand the impact of Account-
Based Marketing - Monitor the health of
your ABM strategy by examining the progress
of your most valued accounts through the
buying cycle.
Compare audiences - Create a side-by-
side comparison of audiences with different
revenue ranges, employee sizes or verticals to
understand how your segments perform at any
stage of the funnel.
Compare vendors - Test the effectiveness
of your marketing spend by exposing different
audiences to different vendors’ solutions, and
see which of them drive better progression
through the funnel.
USE CASES
Take action - Diagnose problems and
opportunities in your customer journey. Create
new audiences from the accounts that are not
progressing, and activate them to drive
awareness, engagement or conversion.
Build credibility - Share intuitive and
transparent reports showing progress
through the buying cycle and impact on
revenue.
Understand the incremental impact of
ABM programs - Compare audiences that
have been exposed to your ABM activities to
those that haven’t.

17. KEY TAKE AWAYS
ABM metrics should have a
demonstrable impact on
the business.
Leverage connected data sets
Measure everything at the
account level
Lean on control groups

18. THANK YOU

19. SITE ANALYTICS