Abm Kpis Are Underused And Overlooked Thwarting Your Teams Impact And Value

Published on October 16, 2023 by David Zhang

Abm Kpis Are Underused And Overlooked Thwarting Your Teams Impact And Value

In a landscape overwhelmed with marketing metrics, it's remarkably easy for B2B marketing teams to lose sight of which indicators truly matter. With an ever-expanding array of figures and data points at our disposal, one can end up mired in a cycle of analysis without progressing toward strategic outcomes. Among these metrics, Account-Based Marketing (ABM) KPIs are frequently underused and overlooked, leading to scenarios where the true impact and value of marketing teams are not fully realized.

This blind spot in the strategic operation can put a damper on the efforts of even the most industrious marketing teams, consequently stunting growth and revenue potential.

The Undervalued Currency of ABM KPIs

ABM requires a shift in thinking, moving away from traditional volume-based marketing strategies to one that prioritizes quality and engagement within a defined set of target accounts. However, with this shift, traditional KPIs like website traffic and cost-per-lead become less relevant. ABM-specific KPIs, such as account engagement score and pipeline velocity, take precedence. These metrics focus on the depth of interactions within key accounts and the acceleration of revenue opportunities rather than breadth.

Despite their significance, ABM KPIs frequently don't receive the attention they deserve. Their nuance and sophistication can be daunting, but they are the linchpins that accurately measure the effectiveness of ABM strategies. By sidelining these KPIs, organizations risk side-stepping the strategic insights that could drive their sales to new heights.

The Top ABM KPIs Often Overlooked

To truly leverage ABM, various KPIs should be front and center of any campaign analysis, including:

  • Coverage: Do you have the right contact data for your key personas at each target account? A healthy coverage metric ensures there is fertile ground for your ABM campaigns to take root.
  • Awareness: Are the target accounts engaging with your brand? Metrics like website visits, social interaction, and event attendance from specific accounts show brand awareness growth or stagnation.
  • Engagement: Beyond awareness, engagement tracks the quality and duration of interactions. Metrics such as time spent on site, number of engaged contacts, and content downloads are indicative of interest and potential for conversion.
  • Reach and Impact: Which campaigns are reaching target accounts and resonating? Measuring impact through engagement tools and CRM data reveals the actual reach.
  • Account Influence: Looking at the pipeline, how have your ABM efforts influenced movement through the sales funnel? Influence can manifest through increased deal size, shortened sales cycles, or improved win rates from targeted accounts.
  • Satisfaction and Health: How satisfied are your target accounts post-sale? Monitoring client health through NPS scores, renewal rates, and upselling speaks to customer success and, by extension, ABM success.

Cultivating these metrics can inform not only how a campaign is doing, but also where the marketing and sales system can be optimized, leading to direct business impacts.

Common Pitfalls in ABM KPI Tracking

The reasons for the underutilization of ABM KPIs are as diverse as the organizations facing them:

  • Complexity of Data: ABM KPIs often involve tying together data points across disparate systems—marketing automation, CRM, analytics, and more. The complexity can be daunting, leading to shortcuts and simplified metrics that fall short of delivering actionable insights.
  • Resource Allocation: More simplistic metrics can be quicker to assess, leading some under-resourced teams to forego the more meaningful, albeit time-consuming, ABM measurements.
  • Focus on Volume Metrics: There's a natural bias towards metrics that show bigger numbers, like leads acquired. The problem with these is they are often vanity metrics that speak little to the quality of interactions and potential for conversion.
  • Lack of Alignment: ABM success is largely a result of sales and marketing alignment. Without a joined-up approach, ABM KPIs relevant to both parties can be misaligned and underused.

Tapping into ABM KPIs for Greater Impact

Harnessing the full potential of ABM KPIs requires a deliberate and strategic approach:

  • Make Data Manageable: Utilize data management tools that synthesize information across multiple platforms to minimize complexity.
  • Educate and Align Teams: Both sales and marketing teams should be well-versed in what ABM KPIs mean for their joint success.
  • Use the Right Tools: Employ ABM platforms that provide nuanced and detailed insight into specific metrics; tools that not only report data but help define next steps.
  • Continually Refine KPIs: Adapt and evolve KPIs as new insights and trends within your target accounts emerge.

The Aomni Solution

At Aomni, we understand the struggle marketing teams face in making sense of ABM metrics. Aomni’s platform is designed to aid marketers in collecting real-time account data, presenting actionable competitive insights, and providing personalized sales content in a matter of minutes without the need for manual effort.

By implementing a system that puts ABM KPIs at the forefront, you not only ensure that your team’s impact is perceivable, quantifiable, and distinct but also that the value brought to your organization's growth-centric efforts is undeniable and critical.

ABM, when executed with precision, is a powerful approach. The key lies in recognizing the goldmine of ABM KPIs and diligently integrating them into your business strategy to carve out more successful outcomes and truly show the power your team holds in driving business success.

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