Account-Based Marketing (ABM) has changed the landscape of B2B marketing by focusing on highly targeted accounts that offer the highest revenue potential. At the heart of ABM's success is the ability to measure effectively; after all, you can't improve what you can't measure. By developing precise account-based measurement capabilities, organizations can gain insights into their marketing efforts and refine strategies for higher engagement and revenue.
Here's an exploration of three critical account-based measurement capabilities that can propel any B2B company towards success.
One of the primary measures of ABM success is engagement, which refers to how well your targeted accounts are responding to your outreach and marketing efforts. Tracking account engagement requires a system capable of scoring activities across various touchpoints and stakeholders in the account. Here's how to implement an effective account engagement scoring system:
Multi-Touch Attribution: Traditional lead generation metrics focus on the last click or interaction before a sale. However, B2B deals often involve multiple stakeholders and touchpoints. Multi-touch attribution gives you the complete picture of an account's journey by distributing credit across different marketing activities. This helps in understanding which activities contribute most to account engagement and, consequently, sales success.
Weighted Engagement Tracking: All interactions with your content are not created equal. For instance, a stakeholder spending 10 minutes on a high-value whitepaper is more indicative of engagement than a quick glance at a social media post. A weighted system scoring different types of content interactions depending on their depth and value ensures a more accurate account engagement score.
Stakeholder Inclusion: An all-inclusive approach that considers the behavior and engagement levels of all relevant stakeholders within the account is necessary. This includes tracking when and how decision-makers and influencers interact with your content.
When you track and analyze engagement consistently, you can prioritize accounts with the highest levels of engagement, thus increasing the efficiency and effectiveness of your marketing efforts.
Understanding which accounts are in the buying mode is a superpower in the world of ABM. This is where intent data comes in. Intent data are signals that indicate a potential buyer's interest in your category, solution, or specific topics. Here are ways to harness account intent data:
Purchase Intent Identification: Using predictive analytics and data from various sources, including third-party intent data providers or your own customer data platforms, can help identify which accounts are showing signals that suggest purchase intention.
Behavioral Analytics: By analyzing online behavior, such as searches for certain keywords, downloads, or website visits, organizations can determine which accounts are actively researching offerings like theirs, indicating readiness to buy.
Content Strategy Alignment: Leveraging intent data to align your content strategy can improve engagement. For instance, if you detect increased research around a specific problem that your product solves, you can increase and tailor content on that subject to meet the informational needs of those accounts.
A robust capability to analyze and act on account intent data can significantly enhance your ABM program by focusing efforts on accounts that are most likely to convert, ultimately boosting ROI.
With ABM, it's crucial to measure not just direct responses, but also the broader influence and impact your marketing efforts have on an account. Here's how to measure and understand your influence:
Quantifying Ripple Effects: Account influence goes beyond direct marketing responses to include secondary effects, like word-of-mouth and internal discussions within the target account. Advanced metrics should monitor increased activity or engagement spikes following significant marketing touches.
Longitudinal Account Analysis: Impact measurement needs a longitudinal view to understand the lasting effects of ABM campaigns. It's not just about an immediate sale, but the value an account represents over time. Keeping track of year-over-year growth, retention rates, and lifetime value can inform the longer-term impact of ABM initiatives.
Sales Alignment: Aligning closely with the sales team can help attribute marketing influence to sales outcomes. Continuous feedback loops between marketing and sales ensure that metrics reflect ground reality and guide improvements in marketing strategy.
Establishing the capability to assess your account influence and impact ultimately aligns marketing efforts with the organization's revenue goals and demonstrates the value of ABM.
Investing in these advanced capabilities ensures that an ABM program is not just a tactical play but a strategic move that drives measurable business outcomes. Account engagement scoring, intent data analysis, and influence and impact measurement build a solid foundation for insightful marketing efforts. Tools like Aomni streamline this process by integrating these capabilities within a unified platform, helping B2B sales teams to capitalize on strategic opportunities with minimal effort. The edge lies in understanding the narratives behind the numbers and steering ABM efforts in a direction that turns accounts into long-term revenue generators.