Published: 22 May 2023
Demonstrating account-based marketing success requires B2B digital marketing leaders to adopt different metrics than those applied to traditional demand generation programs. Use this research to determine which metrics to use to report on ABM performance and optimize execution.
Traditional demand generation metrics (such as win rates or marketing-qualified leads) are less relevant to account-based marketing (ABM) programs. Instead, ABM analysis prioritizes leading indicators and a broader range of activities due to factors including longer sales cycles and account-level engagement.
ABM-focused metrics rely on disparate data that may be challenging to collect and aggregate. Setting realistic performance objectives for account engagement can also be difficult when valid baseline information doesn’t exist, data quality is poor or the marketing organization hasn’t routinely collected data at the account level.
Demonstrating success in the form of increased engagement with targeted accounts is
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