Gartner Research

Tech Go-to-Market: Choose the Metrics to Track and Measure Account-Based Marketing Success

Published: 24 April 2017

ID: G00322087

Analyst(s): Todd Berkowitz , Julian Poulter

Summary

Compared with traditional demand-generation campaigns, ABM programs require new metrics to demonstrate their success. Some TSPs can see demonstrable improvements within six months. This note helps technology business unit leaders understand what metrics to track and what results to expect.

Table Of Contents

Analysis

  • Traditional Demand- and Lead-Generation Metrics
  • New ABM Metrics for Marketing
    • Brightcove
    • Infor
    • InsightSquared
    • LiveRamp
    • SAP
    • Social Tables
  • Establish the Baseline Position
  • What Kind of Results Can You Expect? When Can You Expect Them?
    • Results From Select TSP Programs
    • Review Results and Communicate Frequently to Stakeholders
  • Summary

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