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The
Big 5
Metrics
for
Account-Based
Marketing
Jon Miller, CEO and founder of Engagio
Introduction
The rise of account-based marketing is demanding new ways of thinking
about marketing metrics. While leads and opportunities are important
and even necessary, they are not sufficient to measure account-based
marketing (ABM).
Marketers need to embrace these Big 5 Metrics for Account-Based
Marketing:
Coverage: do you have sufficient data, contacts, and account plans for each
target account?
Awareness: are the target accounts aware of your company and its
solutions?
Engagement: are the right people at the account spending time with your
company, and is that engagement going up over time?
Program Impact: are marketing programs reaching the target accounts,
and are they having a long-term effect?
Influence: how are the ABM activities improving sales outcomes such as
deal velocity, win rates, average contract values, retention, and net
promoter scores?
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business to lead
If you are a sales rep with only 20 accounts, you are thinking about
those 20 accounts all day long. You already know many of the people
in those accounts, and ideally you have contact data for those you
dont.
This doesnt leave a lot of room for marketing to deliver value by
generating new leads. Instead, marketing needs to create influence
with the people who matter. Thats a new and different mindset for
how marketing claims victory.
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The larger and more complex the deal, the less we can measure
marketing in terms of marketing sourced pipeline. Instead, accountbased marketers need
to show their impact on
revenue by demonstrating
how well they influence
deals and improve key
business outcomes such
as win rates, deal velocity,
and average contract
value (ACV).
Deepening relationships at existing customers is a big part of accountbased marketing, so we need metrics for both sides of the bow-tie.
Cross-sell and upsell pipeline and revenue are certainly part of this
equation, but accountbased marketing metrics
should also include
advocacy, referrals,
customer satisfaction,
and net promoter
scores.
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Coverage
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Awareness
If web traffic from target accounts is going up, then its a good
sign that your ABM efforts are increasing awareness especially
if you can show that its going up faster than at the non-targeted
accounts.
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Engagement
Heatmap
Remember the People Map from the Coverage section? Use the same
visualization to track which parts of the organization are engaging with
you, e.g. a Heatmap for the account. You can also do this for a group of
accounts to see broader trends.
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Engagement
(continued)
potential buying activity than individual lead scores. Thats why we use
a new metric, Marketing Qualified Account (MQA) instead of the personbased metric, Marketing Qualified Lead (MQL).
One of the single best ways to demonstrate marketings impact in account-based marketing, especially
in the middle of the funnel, is to show increased engagement from one or more target accounts.
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Program Impact
Example Calculation
Say you ran a webinar with 500 total attendees, and of those,
50 attendees work at companies that are designated as target
accounts.
FOCUS
COVERAGE
Finally, lets say that you have 100 total target accounts. In this
case, your metrics are:
Successes: 50 (individual attendees from target
accounts)
Coverage: 25% (25 accounts with a success, out of 100
total)
Focus: 10% (50 attendees from target accounts, out of
500 total)
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Influence
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Conclusion
One of the key sources of misalignment between marketing and sales is
the disconnect between the way marketing measures success and the
way sales measures it. One of the benefits of account-based marketing
is how it brings the two teams closer, aligning focus on a specific list of
named accounts. By evolving your metrics in the matter discussed in
this ebook, marketing and sales can begin to speak the same language
and come even closer together as a result.
From
To
People
Accounts
Leads
Opportunities
Personas
Specific Buyers
Quantity
Quality
For some, the movement away from tried and true metrics may feel
unnerving, but if you are going to embrace account-based marketing,
the change and its implications are unavoidable.
Fortunately you are not alone. Engagio is working hard to make all the
metrics covered here easy and beautiful. Wed love to have you be part
of the journey.
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About Engagio
Engagio is creating marketing software purpose-built to support
companies with complex, enterprise sales. This means it is:
Account-centric: Understand relationships and measure
effectiveness at the account-level.
Outbound-oriented : Orchestrate integrated account plans that reach
out to engage the right contacts at the right accounts.
Focused on land & expand : Manage initiatives to land new
customers, penetrate accounts, and deepen existing relationships.
Engagio is designed to integrate with and complement an existing
marketing automation solution. Our initial customers are Marketo and
Salesforce users with complex, enterprise sales.
Want to check it out yourself? Contact us at sales@engagio.com to set
up your personal demo!
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