Metrics

Measuring success to stay on the right track

Using the right metrics is essential for success in an account-based context. They provide an account-centric view of program success that builds on traditional conversion measures.

The metrics enable visibility of progress against your target account list throughout the customer lifecycle. To get a solid understanding of performance and elevate the value of your ABM efforts, you need to have tracking in place that measures the right Key Performance Indicators (KPIs).

ABM metrics are similar to other KPIs used by Sales and Marketing, but there are some important differences.

Coverage analysis

How complete is your database? A core set of metrics revolves around database coverage. Look for missing contacts, mismatches with the selected buyer personas and so on. That way, you’ll get an understanding of gaps in data that you will need to close or narrow significantly.

Engagement metrics

Marketing is all about engagement. That means you’ll need to measure how your targets are responding to your content. Are they engaging with content aimed at their persona? By personalizing content and setting up specialized targeting, your engagement rates should be increasing. You’ll know if your content and distribution channels are effective at every point in your program.

Activity metrics

Activity-based metrics refer to the efforts within your team. They’re useful to make sure you establish goals you want to reach on a more short-term basis. Think of emails sent each day, the number of accounts added to the database, the number of targets contacted per day, etc. These goals are easily adapted and while they might not directly correlate to higher revenue, they are a good indicator of how well your team is performing.

Pipeline metrics

There are two types of pipeline metrics to take into account:

Influenced pipeline

Influenced pipeline gives you an indication of whether your target accounts were influenced by the activities in your ABM program. In other words, you’ll know if your efforts are effective in converting your audience. It’s a straightforward metric to measure as long as you track which channels and content are having the desired effect.

Pipeline velocity

How fast are accounts moving through your ABM funnel? It’s useful to know how quickly your target accounts are evolving from a marketing qualified account to a closed deal. Use those insights to discover bottlenecks and sales opportunities.

All account-based initiatives take time to start influencing leads, pipeline and revenue. The business impact on the other hand can be measured from day one through coverage analysis, engagement and activity metrics. As the program matures, you can analyze pipeline, opportunity velocity, win rates, deal size and lifetime value.

Ready to get started?

Once your ABM campaign is up and running, our team will execute the necessary analyses to ensure your program is performing as expected. In doing so, we’re able to advise you on how to get the best results.

Focus on the metrics that will help you go forwards.
Contact the Growly team to help you get on the road.

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