Account-Based Marketing For Dummies

Chapter 18

Measuring the Success of Campaigns

IN THIS CHAPTER

Setting goals for account-based marketing

Managing your campaigns and activities

Monitoring metrics through KPIs

Before account-based marketing, the success of marketing campaigns was measured by the number of leads generated. Marketing didn’t worry how many of those leads turned into revenue-generating customers.

Sales and marketing work for the same company and therefore need to have the same goal: generating revenue. Generating more revenue begins with creating more engagement within your target accounts. Moving to a new approach with account-based marketing is about the quality of engagement. Your marketing team is focused on driving awareness, influence, and engagement from within your target accounts. This engagement is driven through strategic marketing campaigns and activities at individual contacts in those accounts. To create this engagement, you must know what’s working. Are you seeing a progression from accounts to the next stage in the buyer’s journey? Is your marketing creating velocity and putting new opportunities in pipeline?

Measuring the success of your account-based marketing campaigns is just like measuring any other marketing campaign, except you’re restricting your measurements to key accounts. Your metrics depend on your business goals and the type of campaign you’re running.

In this chapter, I tell you which metrics to measure for your ABM campaigns. I discuss how to test your message, graphics, ...