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Engagio-Big5-ABM-Metrics-eBook.pdf - Account-Based...

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TheBig 5MetricsforAccount-BasedMarketingAccount-Based Marketing AnalyticsJon Miller, CEO and founder of Engagio
Account-BasedMarketingAnalyticsCopyright ©2015, Engagio Inc.The Big 5 Metrics of Account-Based MarketingIntroductionThe rise of account-based marketing is demanding new ways of thinkingabout marketing metrics. While leads and opportunities are importantand evennecessary, they are notsufficientto measure account-basedmarketing (ABM).Marketers need to embrace these Big 5 Metrics for Account-BasedMarketing:Coverage: do you have sufficient data, contacts, and account plans for eachtarget account?Awareness: are the target accounts aware of your company and itssolutions?Engagement: are the right people at the account spending time with yourcompany, 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 asdeal velocity, win rates, average contract values, retention, and netpromoter scores?Account-Based Marketing DefinedAccount-based marketing is a strategicapproach that coordinates personalizedmarketing and sales efforts to open doors anddeepen engagement at specific accounts.It is a different approach to marketing.Traditional demand generation is like fishingwith a net: you put your campaign out there, andyou start catching ‘fish’. It doesn’t matter whichspecific fish you catch, as long as you catchenough fish in total. But when going after targetaccounts, you can’t wait around for them tocome into your net – you need to go after the“big fish” with spears and harpoons. That’swhere ABM comes in.2 of 12
Account-BasedMarketingAnalyticsCopyright ©2015, Engagio Inc.The Big 5 Metrics of Account-Based MarketingAccount-based marketing is a fundamentally different approach, and itrequires fundamentally different metrics.Account-based marketing calls for account-based metricsWhen you celebrate closing a deal, you write the company name on thewhiteboard, not the name of the person who signed the contract. A salesperson never talks about how many leads they’ve closed – they talk about howmany accounts they’vewon.That’s whyit’s not sufficient to measure yourB2B marketing by counting people.ABM is about quality, not quantityIf you are a sales rep with only 20 accounts, you are thinking aboutthose 20 accounts all day long.You already know many of the peoplein those accounts, and ideally you have contact data for those youdon’t.This doesn’t leave a lot of room for marketing to deliver value bygenerating new leads. Instead, marketing needs to create influencewith the people who matter.That’s a new and different mindset forhow marketing claims victory.

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