Measurement
& tracking

Tracking the right metrics is key to determine your campaign’s success. You’ll be able to redirect when needed or check you’re on the right track while executing your program. Modern technology enables you to perform the necessary tests, from predicting possible results to optimizing your campaign while it’s running and reporting after it’s been completed.

The most important measurement technology can be divided into three categories:

01

Testing and optimization

Once you’ve created an ABM strategy, you’ll want to run tests to make sure your vision works well in reality. Different platforms offer capabilities to experiment with your campaign. The results indicate when it might be smart to optimize content or other parts of your program.

02

Business intelligence

Put simply, business intelligence is the combination of business analytics, data gathering and visualization, your data infrastructure and a set of best practices. That cluster of resources is the base for your organization to make data-driven decisions. It comes as no surprise then that it is of great value in Account-Based Marketing campaigns. Getting all that information together might seem daunting, but with the right platform, you’re already halfway there.

03

Attribution and reporting

Through ABM attribution, you evaluate how effective your campaign is based on prospects turning into buying customers. Specific attribution tools were developed over time to determine the revenue generated based on customer conversion rates.

ABM attribution tools have the ability to pinpoint which aspects of your campaign were most effective. By turning those insights into a report at the end of your campaign (or its different phases), you get valuable insights to take with you for future programs.

Start off on the right foot and finish with a bang! We’ll share our views on different measurement and reporting tools so you find your perfect match. That way, you’ll get the most from your campaigns. Ready to start growing?

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