ABM: Analysis, Measurement and Reporting

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
7 min read

Choosing the proper tools and metrics for ABM success

GIVE ME DATA!

Much like almost every other section of marketing nowadays, there’s a respectable amount of number crunching in an account-based marketing (ABM) campaign. Through the entire whole process, you’re likely to be studying your accounts through analysis and measurement.

Figuring out how exactly to analyze within an ABM context and which metrics to control are two common hurdles that ABMers face when they’re executing a project.

With that at heart, I’m likely to go into a few of the tools you may use to truly get you the data you have to make the proper decisions – the ABM rockstar metrics you absolutely must measure and list of positive actions using them. Here goes…

Analytics

We already covered the procedure of defining your target account list in a previous post. As you can plainly see from our model below, the next phase along the way is to find out which of one’s target accounts already are engaged together with your business.

You do that because you have to know the score. If a merchant account has been arriving at your site but hasn’t converted, it’s a content/conversion challenge.

If a merchant account hasn’t visited your site yet and engaged in what you’re doing then it’s an outreach/engagement issue.

Obviously, your tactical method of individual accounts should be reflective of the, which explains why you must do the grunt work to access grips with what’s going on so that you can make ABM decisions for success.

Web tracking software may be the most effective and dependable method of doing that. Such software appears to have been with us since day dot. Nowadays, you can find so many players on the market to say every one of them, but here’s a smattering of a few of the different alternatives.

1. Demandbase

One of the initial pioneers of ABM using technology and something of the darlings of Silicon Valley MarTech. Their all-in-one ABM suite integrates with an array of business intelligence and analytics tools, including Google Analytics.

You have a license using them and, by the magic of the web, you’ll begin to get account-based information regarding your website visitors straight into your respective BI dashboard. Company data is of top quality and plenty of other fields arrive for the ride too, including Industry, Company Size, and Annual Revenue.

2. Kickfire

Another Silicon Valley business, Kickfire, has generated its reputation on high-quality data. Having tried numerous solutions on the market in the area, their firmographic data set is obviously up there with the very best. With regards to accessing it, you can find options.

Kickfire LIVE Leads is really a cloud-based system that you will get usage of – providing real-time notifications on web visitors and historic logging data. In addition, it supports API integrations for hooking into your CRM, custom reports and loads more. Like Demandbase, in addition they provide a GA module in order to bring their rich firmographic data into GA.

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3. Lead Forensics

I can’t cover this section off lacking any honorary mention for Lead Forensics. They’ve been with us for a long period, and also have many customers – so clearly people value the tool. It’s probably worth looking into within an assessment on functionality and cost of ownership.

4. Albacross

We covered this disruptive Nordic startup in a previous article on how to obtain ABM accounts to your website. For anybody who missed that article, and aren’t thinking about reading it, Albacross offers web tracking functionality free of charge. It’s an extremely simple user experience, and the info quality is good.

Interestingly, in addition, it enables you to retarget those who have visited your website with account-based advertising. So that’s something up its sleeve on the competition and clearly the commercial underpinning to the free giveaway of the net tracking.

webtracking

Many marketing automation systems (MAS) now include IP tracking as standard. If yours doesn’t, it may be worth investigating moving systems when you can tolerate the undoubted stress that is included with a systems change.

Even though Albacross is free, getting web tracking going at the MAS level can help drive your inbound strategy too, which as a B2B organization is nearly certainly likely to be something you’re either doing or thinking about doing soon.


Measurement

One area that lots of ABM marketers get stuck on may be the paradox of numbers. That’s, attempting to apply standard marketing measurement to ABM. Frankly, it doesn’t stick. If you’re into measuring reach or amount of total impressions, ABM is definitely going to build up badly.

Hopefully everyone round the table gets this in early stages along the way – otherwise, you wouldn’t experienced enough internal buy-in to really get your project up to now.

But don’t let yourself put on old habits. Particularly if the chips are down, and the clients aren’t rolling in, many marketers tend to hide behind other, more vanity-based metrics. Do that at your peril! In the event that you dump it down, people will dsicover it as yet another hair-brain marketing idea and get back to what these were doing previously.

The reason I really like ABM like it’s among my children is that it brings sales and marketing completely in alignment. It can this because, when done well, sales and marketing are sharing exactly the same metrics for measurement.

If I’m pitching ABM, I are usually very direct with this matter. For me personally, the thing that counts is by the finish of one’s campaign, just how many accounts perhaps you have changed into a ‘W’: who’s a win.

If your ABM campaign is purely prospects, just how many new accounts from your own list perhaps you have onboarded? If it’s about customer retention, then just how many customers perhaps you have retained? You obtain the picture.

It’s only once both sales and marketing concentrate on account retention or acquisition that ABM will deliver what it promised to first.

Other measurements which will can be found in handy, either for folks to possess as KPIs, or within the regular reporting into monthly management or board meetings include:

1. Engagement

We started this website by discussing analysis. Engagement is how this fits right into a broader measurement discussion in the context of ABM. For the members of one’s ABM project team in order to add individual value, specially the marketing members, you should be measuring engagement across your campaign activities and channels.

This may be the only solution to identify individuals who need moving through the funnel, whether they’ve completely stopped or are just…moving…really…slowly. It is a supporting metric and really should never function as actual focus. If it’s…stop!

2. In-funnel Conversion Rates

Keeping an eye on in-funnel conversions allows you to manage exceptions and present attention to certain specific areas when required.

Very much a precursor to the primary ABM metric – target accounts retained/acquired – the specific metrics which are relevant depends entirely on your own mixture of campaign tactics. Having said that, I’ve haven’t seen an ABM campaign yet that doesn’t are the amount of appointments and the amount of CRM opportunities.

3. ROMI (Return on Marketing Investment)

Someone at some time will probably ask you what your ROI is. And when you execute your campaign neatly, you’re likely to have the ability to proudly inform them. It’s worth pointing out though this is simply not much of a good metric to report in regularly.

That’s because ABM is really a demand generation strategy, rather than tactical campaign, and therefore you don’t always start to see the fruits of one’s labour until much later along the way.

You have to think just how long the normal buyer’s journey is in your sector. Just how long does it usually try close deals? The solution compared to that question should form the foundation for internal expectation setting concerning when you begin looking financially at what you’ve allocated to ABM and what you’ve returned in revenue or gross profit.


Reporting

If those will be the metrics then think about communicating them? How frequently in the event you report also to whom?

The main reporting should happen inside your ABM project team. Updates on a number of the metrics, with commentary, along with overall progress reports contrary to the project plan is a typical item on the agenda for the ABM project team meeting.

The frequency of reporting, if so, is more of a matter of how usually the project team should meet to help keep things on the right track. Don’t be tempted to choose monthly. It’s too much time. Once weekly might be a little tight. Inside our client projects, we have a tendency to recommend every fourteen days to balance keeping it on everyone’s radar with respect for people’s time.

In terms of wider reporting, you should make sure that you’re reporting back to the business enterprise on the project. You will need to take people along on that journey. That is due to the fact ABM is obviously more of a marathon when compared to a sprint, and you’ll go several months, and perhaps years, without making progress.

Without a blast of information entering the senior management team, you will be ready where it becomes a political hot potato and the project loses its support – as well as worst funding.

At probably the most extreme level, it may be your neck at risk. So keep talking and taking people on that journey and find out which of the metrics we explored before are of help to the wider business – and consistently deliver them.

The frequency of reporting to the wider business is going to be driven by other folks, instead of you, but monthly is quite common due to monthly board reports or management information.

There may seem too much to get your mind around with regards to analysis, measurement, and reporting but it’s all must-have stuff within the ABM mix.

And let’s face it, you need to give yourself the perfect potential for getting through the end of an ABM project having learned lots, smashed your initial targets and been recognized internally as somebody who can drive success.

So take action!

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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