{"id":1472,"date":"2023-06-15T11:16:26","date_gmt":"2023-06-15T09:16:26","guid":{"rendered":"https:\/\/growly-abm.com\/diensten\/metrics\/"},"modified":"2025-11-19T10:46:31","modified_gmt":"2025-11-19T09:46:31","slug":"metrics","status":"publish","type":"page","link":"https:\/\/growly-abm.com\/nl\/diensten\/metrics\/","title":{"rendered":"Metrics"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.20.2″ _module_preset=”default” use_background_color_gradient=”on” background_color_gradient_direction=”115deg” background_color_gradient_stops=”#ff4146 0%|rgba(255, 67, 74, 1) 45%|#ff91d6 100%” background_image=”https:\/\/growly-abm.com\/wp-content\/uploads\/2022\/12\/header_golf@2x.png” background_position=”bottom_center” custom_padding=”10vh||11em||false|false” custom_css_main_element=”display: flex;||flex-direction: column !important;” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” make_equal=”on” _builder_version=”4.20.2″ _module_preset=”default” custom_margin=”||0px||false|false” custom_padding=”||||true|false” custom_css_main_element=”margin-top: auto;” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”5em||5em||true|false” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” header_font=”Gilroy – Light||||||||” header_text_color=”#FFFFFF” custom_margin=”||0px||false|false” custom_margin_tablet=”||0px||false|false” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|tablet” locked=”off” global_colors_info=”{}”]<\/p>\n

Metrics<\/h1>\n

[\/et_pb_text][et_pb_text module_class=”fs-32″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”PP Object Sans – Regular||||||||” text_text_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”||||false|false” global_colors_info=”{}”]<\/p>\n

Succes meten om op koers te blijven<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.20.2″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}”][et_pb_code module_class=”module__header_animation” _builder_version=”4.20.2″ _module_preset=”default” custom_margin_tablet=”||||false|false” custom_margin_phone=”||||false|false” custom_margin_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

<\/path><\/defs><\/use><\/clippath><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/g><\/g><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/path><\/defs><\/use><\/clippath><\/path><\/path><\/g><\/path><\/path><\/path><\/path><\/circle><\/path><\/g><\/path><\/path><\/circle><\/path><\/g><\/path><\/path><\/circle><\/path><\/g><\/path><\/path><\/circle><\/path><\/g><\/path><\/path><\/ellipse><\/path><\/g><\/path><\/path><\/circle><\/path><\/g><\/path><\/path><\/path><\/path><\/g><\/g><\/path><\/path><\/g><\/circle><\/circle><\/path><\/path><\/path><\/path><\/path><\/g><\/svg>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.20.2″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” z_index=”9″ custom_margin=”-11em||||false|false” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row make_equal=”on” custom_padding_last_edited=”on|tablet” _builder_version=”4.20.2″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”4em|5em|4em|5em|true|true” custom_padding_tablet=”2em|2em|2em|2em|true|true” custom_padding_phone=”2em|2em|2em|2em|true|true” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Medium||||||||” text_text_color=”#000000″ header_4_font=”Gilroy – Bold||||||||” header_4_font_size=”35px” global_colors_info=”{}”]<\/p>\n

De juiste metrics zijn onmisbaar in een account-based aanpak. Ze tonen het succes per account, als aanvulling op de gebruikelijke conversiecijfers. <\/h4>\n

[\/et_pb_text][et_pb_text module_class=”fs-28″ _builder_version=”4.23.3″ _module_preset=”default” text_font=”Gilroy – Medium||||||||” text_text_color=”#000000″ text_line_height=”1.5em” header_4_font=”Gilroy – Bold||||||||” header_4_font_size=”35px” global_colors_info=”{}”]De metrics maken voortgang per targetaccount<\/a> zichtbaar in elke fase van de lifecycle. Door de juiste Key Performance Indicators (KPI\u2019s) te tracken begrijp je prestaties beter en vergroot je de waarde van je ABM-programma. <\/p>\n

ABM-metrics lijken op andere KPI\u2019s die marketing en sales gebruiken, maar er zijn een paar belangrijke verschillen.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” module_id=”coverage-analytics” _builder_version=”4.20.2″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”0px||0px||true|false” da_popup_slug=”coverage-analytics” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ make_equal=”on” _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}”][et_pb_image src=”https:\/\/growly-abm.com\/wp-content\/uploads\/2023\/09\/METRICS-Coverage-Analysis.png” title_text=”METRICS – Coverage Analysis” align=”center” _builder_version=”4.22.2″ _module_preset=”default” max_width=”948px” module_alignment=”center” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”margin-top: 5em;” custom_css_main_element_phone=”margin-top: 5em;”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” text_text_color=”#000000″ header_2_font=”Gilroy – Bold||||||||” header_2_text_color=”#000000″ custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

Coverage analysis<\/h2>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_line_height=”1.5em” global_colors_info=”{}”]<\/p>\n

Hoe compleet is je database? Een kernset metrics draait om de dekking van je database. Ga na of er contactpersonen ontbreken, of er mismatches zijn met je gekozen buyer persona\u2019s<\/a>, enzovoort. Zo zie je welke datagaten je moet dichten of flink verkleinen. <\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” module_id=”engagement-metrics” _builder_version=”4.20.2″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”0px||0px||true|false” da_popup_slug=”engagement-metrics” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ make_equal=”on” _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”margin-top: 5em;” custom_css_main_element_phone=”margin-top: 5em;”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” text_text_color=”#000000″ header_2_font=”Gilroy – Bold||||||||” header_2_text_color=”#000000″ custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

Engagement metrics<\/h2>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_line_height=”1.5em” global_colors_info=”{}”]Marketing draait om engagement. Meet dus hoe je targets reageren op je content. Sluit die aan op hun persona? Met personalisatie en gerichte targeting hoort je engagement te stijgen. Zo zie je op elk moment in je programma of content en kanalen werken.[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}”][et_pb_image src=”https:\/\/growly-abm.com\/wp-content\/uploads\/2023\/09\/METRICS-Engagement-Metrics.png” title_text=”METRICS – Engagement Metrics” align=”center” _builder_version=”4.22.2″ _module_preset=”default” max_width=”731px” module_alignment=”center” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” module_id=”activity-metrics” _builder_version=”4.20.2″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”0px||0px||true|false” da_popup_slug=”activity-metrics” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ make_equal=”on” _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}”][et_pb_image src=”https:\/\/growly-abm.com\/wp-content\/uploads\/2023\/09\/METRICS-Activity-Metrics.png” title_text=”METRICS – Activity Metrics” align=”center” _builder_version=”4.22.2″ _module_preset=”default” max_width=”704px” module_alignment=”center” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”margin-top: 5em;” custom_css_main_element_phone=”margin-top: 5em;”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” text_text_color=”#000000″ header_2_font=”Gilroy – Bold||||||||” header_2_text_color=”#000000″ custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

Activity metrics<\/h2>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_line_height=”1.5em” global_colors_info=”{}”]Activity metrics gaan over de inspanningen van je team. Handig om kortetermijndoelen te bewaken: denk aan verstuurde e-mails per dag, nieuwe accounts in de database, aantal contactmomenten met targets, enzovoort. Zulke doelen zijn makkelijk bij te sturen. Ze correleren niet altijd direct met omzet, maar geven w\u00e9l een goed beeld van teamperformance.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” module_id=”pipeline-metrics” _builder_version=”4.20.2″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”0px||0px||true|false” da_popup_slug=”pipeline-metrics” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ make_equal=”on” _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”margin-top: 5em;” custom_css_main_element_phone=”margin-top: 5em;”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” text_text_color=”#000000″ header_2_font=”Gilroy – Bold||||||||” header_2_text_color=”#000000″ custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

Pipeline metrics<\/h2>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_line_height=”1.5em” global_colors_info=”{}”]Twee types pipeline metrics zijn relevant:<\/p>\n

Influenced pipeline<\/strong><\/p>\n

De influenced pipeline laat zien of je targetaccounts werden be\u00efnvloed door activiteiten in je ABM-programma. Met andere woorden: leveren je inspanningen conversie op? Deze metric is eenvoudig te meten, zolang je bijhoudt welke kanalen en content effect hebben. <\/p>\n

Pipeline velocity<\/strong><\/p>\n

Hoe snel bewegen accounts door je ABM-funnel? Het is nuttig te weten hoe vlot targets evolueren van marketing qualified account naar closed deal. Met die inzichten spoor je knelpunten en commerci\u00eble kansen op.[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}”][et_pb_image src=”https:\/\/growly-abm.com\/wp-content\/uploads\/2023\/09\/METRICS-Pipeline.png” title_text=”METRICS – Pipeline” align=”center” _builder_version=”4.22.2″ _module_preset=”default” max_width=”621px” module_alignment=”center” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.22.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_class=”fs-24″ _builder_version=”4.24.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_line_height=”1.5em” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Account-based initiatieven hebben tijd nodig voordat ze leads, pipeline en omzet be\u00efnvloeden. De businessimpact kun je w\u00e9l vanaf dag \u00e9\u00e9n meten met coverage, engagement en activity metrics. Naarmate het programma volwassener wordt, analyseer je ook pipeline, opportunity velocity, win rates, deal size en lifetime value. <\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.20.2″ _module_preset=”default” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”on|phone” _builder_version=”4.20.2″ _module_preset=”default” background_color=”#f5f7f1″ custom_padding=”3em|5em|3em|5em|true|true” custom_padding_tablet=”|3em||3em|true|true” custom_padding_phone=”|1.5em||1.5em|true|true” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.2″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” header_3_font=”Gilroy – Bold||||||||” header_3_text_color=”#f14240″ custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

Klaar om te starten?<\/h3>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Medium||||||||” text_text_color=”#000000″ text_line_height=”1.5em” custom_margin=”||1em||false|false” global_colors_info=”{}”]Zodra je ABM-campagne draait, voert ons team de analyses uit die nodig zijn om te verzekeren dat je programma presteert zoals verwacht. Op basis daarvan adviseren we hoe je de beste resultaten behaalt.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.20.2″ _module_preset=”default” use_background_color_gradient=”on” background_color_gradient_direction=”135deg” background_color_gradient_stops=”#ff5a57 0%|rgba(255, 92, 91, 1) 37%|#ff9deb 100%” background_enable_image=”off” custom_padding=”||||false|false” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” header_4_font=”Gilroy – Bold||||||||” header_4_text_align=”center” header_4_text_color=”#FFFFFF” global_colors_info=”{}”]<\/p>\n

Focus op de metrics die je vooruithelpen.
\nNeem contact op met het Growly\u2011team. We helpen je op weg.<\/h4>\n

[\/et_pb_text][et_pb_button button_url=”https:\/\/growly-abm.com\/nl\/contact\/” button_text=”Neem contact op” button_alignment=”center” module_class=”btn–secondary” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

MetricsSucces meten om op koers te blijvenDe juiste metrics zijn onmisbaar in een account-based aanpak. Ze tonen het succes per account, als aanvulling op de gebruikelijke conversiecijfers. De metrics maken voortgang per targetaccount zichtbaar in elke fase van de lifecycle. Door de juiste Key Performance Indicators (KPI\u2019s) te tracken begrijp je prestaties beter en vergroot […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":1438,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-1472","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nMeasuring ABM programma's - Growly ABM, account based marketing agency<\/title>\n<meta name=\"description\" content=\"De juiste metrics zijn onmisbaar in een account-based aanpak. 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