Account-Based Marketing (ABM) has become an essential strategy for B2B marketers looking to target high-value accounts and drive revenue growth. While implementing an ABM strategy is a significant step, measuring its success with the right ABM metrics is equally important.

Why you should measure your ABM performance:

To gauge the effectiveness of ABM, you need to track specific metrics. Without measuring performance, you’re just casting out a net blindly and hoping for the best. Analytics drive your understanding of your customers and of leads, whether they convert or not. This is essential to refine your ABM campaigns and convert leads, but it’s also important in regard to lead scoring and aligning your overall marketing strategy.

In this post, we’ll explore nine ABM metrics to track to measure your success.

  1. Target account engagement
  2. Conversion rate
  3. Pipeline velocity
  4. Customer Lifetime Value
  5. Account coverage
  6. Marketing-sales alignment
  7. Marketing Qualified Accounts (MQAs)
  8. Account-based ROI
  9. Customer advocacy

1. Target account engagement

Why it matters

Measuring the engagement level of your target accounts is fundamental to ABM success. ABM metrics to track for your target accounts include website visits, content downloads, and email open rates. Higher engagement indicates that your content and messaging are resonating with your intended audience.

How to measure

– Use content analytics to monitor account-specific traffic.
– Analyze email open and click-through rates for target account contacts.
– Track the number of content assets and lead magnets downloaded by target accounts – especially those that convert – to see which content leads to the most conversions.

2. Conversion rate

Why it matters

The ultimate goal of ABM is to convert target accounts into paying customers. Calculate your account conversion rate by dividing the number of target accounts that became customers by the total number of target accounts. This metric helps you assess your strategy’s effectiveness in driving conversions.

How to measure

– Keep a record of which target accounts have converted into customers.
– Divide the number of converted accounts by the total number of target accounts.

3. Pipeline velocity

Why it matters

Pipeline velocity measures how quickly target accounts move through your sales pipeline. A high velocity indicates that your ABM efforts are accelerating deals, while a slow velocity may signify roadblocks in the sales process. This can vary greatly depending on your industry and customers; what is good for your pipeline may be different from competitors but that doesn’t mean it’s bad. Just make sure to check out some ABM benchmarks that are relevant to your business to make sure you’re on a similar track to your rivals.

How to measure

– Track the average time it takes for target accounts to progress from one stage to another in your sales pipeline.
– Identify bottlenecks and areas where accounts are getting stuck.

4. Customer Lifetime Value (CLV)

Why it matters

ABM isn’t just about acquiring new customers; it’s also about nurturing leads and retaining them. Another of the key ABM KPIs to consider is Customer Lifetime Value. Calculate the CLV for accounts that were part of your ABM programs to determine the long-term value of these relationships.

How to measure

– Analyze the revenue generated from accounts targeted with ABM.
– Assess the average length of time these accounts remain customers.
– Calculate the CLV by multiplying the average deal value by the average customer lifespan.

5. Account coverage

Why it matters

Account coverage measures the percentage of decision-makers and influencers within your target accounts that you have successfully engaged with. A higher coverage rate suggests better alignment with your overall ABM strategy.

How to measure

– Maintain a list of key contacts within each target account.
– Track the number of engaged contacts within each account.
– Calculate coverage as the percentage of engaged contacts compared to the total number of relevant contacts.

6. Marketing-sales alignment

Why it matters

Successful ABM campaigns require seamless collaboration between marketing and sales teams. Assess the alignment between these departments to ensure they’re working together effectively.

How to measure

– Hold regular meetings between marketing and sales teams to review progress.
– Monitor shared metrics, such as the number of target accounts in the pipeline, and how they affect outcomes.
– Gather feedback from both teams to identify areas for improvement.

7. Marketing Qualified Accounts (MQAs)

Why it matters

MQAs are accounts that show significant interest in your offerings but may not be ready to convert. Tracking MQAs helps you identify potential customers in the early stages of the buying process.

How to measure

– Define criteria that classify accounts as MQAs.
– Monitor and score accounts based on their engagement with your content and interactions with your brand using lead scoring.
– Track the number of MQAs and their progression through the funnel.

8. Account-based ROI

Why it matters

To justify investment in ABM, you need to calculate the return on investment (ROI) specifically for your targeted accounts. ROI metrics for content provide a clear picture of whether your ABM efforts are financially sound.

How to measure

– Calculate the revenue generated from target accounts.
– Deduct the total costs associated with your ABM.
– Express ROI as a percentage: [(Revenue – Costs) / Costs] x 100.

9. Customer advocacy

Why it matters

Satisfied customers can become your best advocates, referring new business and providing testimonials. Measure customer advocacy by tracking the number of referrals, testimonials, and case studies generated from your target accounts.

How to measure

– Keep a record of referrals and leads generated by satisfied target accounts.
– Collect and showcase testimonials and case studies from these accounts.
– Analyze the impact of advocacy efforts on new customer acquisition.

How to report key performance indicators (KPIs) to transform ABM

Start by defining clear objectives and aligning your ABM KPIs with your ABM goals. Whether it’s increasing conversion rates, improving customer retention, or expanding into new markets, your KPIs should directly support these goals.

Regularly collect and analyze your data. Using a content creation platform with analytics provides real-time insights into your KPIs which you can use to monitor target account engagement, conversion rates, pipeline velocity, and other relevant metrics.

You should always be looking to refine your ABM approach based on KPI insights. If a particular metric is underperforming, take proactive steps to adjust tactics, messaging, or targeting based on the data you have collected and analyzed. By utilizing and analyzing insights well you can increase your ABM campaign performance with every iteration.

Measuring the success of ABM is essential for optimizing your efforts and achieving better results. By tracking these nine key metrics, you’ll gain valuable insights into the effectiveness of your ABM initiatives and be better equipped to make data-driven improvements. Remember that ABM is an ongoing process, so continuous measurement and adjustment are crucial for long-term success.

Turtl’s detailed Analytics Dashboard is perfect for measuring such metrics from reads to downloads, sign-ups to bounce rate. Track specific accounts by the individual reader and see how they engage with your content for granular level insight into account behavior to help refine your ABM strategy.

Turtl takeaway

In our guide, we outline how to plan a four-phase framework for starting a scalable ABM. It includes links to webinars and guides.

Click to read How to start an ABM program that scales | Turtl

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