Measurement and metrics are critical in any facet of marketing, and Account Based Marketing is no different. However, traditional demand generation metrics aren’t enough. The rise of Account Based Marketing demands new ways of measuring and analyzing your marketing programs. While leads-based are important metrics, they are not sufficient to measure account-based strategies. In this webinar with Heidi Bullock, CMO of Engagio, we’re breaking down the new metrics. You’ll discover: –3 new metrics for Account Based Marketing –The steps to measuring the engagement of your high-value accounts –How to analyze data and deliver actionable account insights to your sales team Download Engagio's new Clear and Complete Guide to ABM Analytics at engagio.com/analytics-guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

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ABM Measurement – The New Metrics
for Account-Based Strategies
Heidi Bullock

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Why? Great Marketing Requires Great
Analytics
• Prove Marketing’s value
• Improve Marketing decisions
– faster and better
• Defend (and expand)
Marketing budget
• Align Sales &
Marketing
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How else is ABM different
from demand generation?

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ABM is Account Based
Up to 17 people influence enterprise
purchases (up from 10 in 2011)*
*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey
“Person-centric” “Account-centric”
• Decision maker
• End users
• Influencer
Demand Gen Account Based Marketing

7. Fact – There is Not ONE Holy Grail Metric
Leading indicators to revenue are critical to ABM

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Different Questions for Each Stage
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1. We just launched the
pilot/initiative – are we
engaging people at our
target accounts?
2. What % of our
accounts are we
progressing to the next
stage? – ex: meetings,
pipeline, cross-sell?
3. We ran 4 types of
program initiatives –
which worked best?

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Three Types of
ABM Analytics

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Type Metric Description
Accounts Engagement
Am I creating and deepening
relationships with my target
accounts?
Journeys Outcomes
How do accounts move through
their buying journeys towards
the outcomes (pipeline,
revenue) we care about?
Programs ROI
What is the marketing return on
investment on my programs
(multi-touch attribution)?
The Framework for ABM Analytics

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1- Account Analytics
Engagement: Am I creating and deepening
relationships with my target accounts?

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Coverage
Do you have sufficient data, opt-in contacts, and account
plans for each target account?

13. Time
is
Money

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Awareness: Target Accounts (>10 Min)
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From 260 accounts (of 1,000)… …to 435 accounts
989 Target Accounts, June 2016 to May 2017

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Awareness: Web Traffic
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989 Target Accounts, June 2016 to May 2017

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Engagement
Are the right people at the account spending time with your
company, is that engagement going up over time?

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Engagement Data for Sales
Sales and SDRs love engagement data as
much as Marketing. They use it to:
• Identify engaged accounts
• Find the best people to contact next
• Understand how effectively Marketing is
supporting their efforts
• Prepare QBRs and other account reviews
Sales should access Engagement data wherever they already work –
in CRM, in email, in LinkedIn – not just the analytics tool

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2- Journey Analytics
Outcomes: How do accounts move through their
buying journeys towards the outcomes (pipeline,
revenue) we care about?

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Why Account Journeys
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Sales never talks about how many leads they
close, they talk about accounts they close.

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MQA
Aware
No
Engagement
Opp
Customer Renewal
Many Journeys for Many Outcomes

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Mapping The New Business Journey
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• Coverage Account
• Sales Accepted Account
(Meeting)
• Deal Nurture Account
• Disqualified Account
• Recycled Account
• Lost Account
More Advanced StagesBasic Stages

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Marketing Qualified Accounts (MQAs)
• Depth
• Breadth
• Timeframe
• Advanced:
– Company
– Persona
– Activity Type
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Account Journey Metrics
Journey KPI’s Example Metric Questions It Will Answer
Volume
# of Accounts that move into a
stage
$ Value of Accounts that move into
a stage
How many MQAs did we create this month?
How many Opportunities did we create over time?
What is the value of sales pipeline generated?
How much do we invest for each Opportunity?
Balance
# of Accounts in each stage
$ Value of Accounts in each stage
How many Target Accounts are Engaged?
How many open Opportunities are there?
Are these trending up or down?
Conversion
Rate
% of Accounts that move from one
stage to another
What percentage of target accounts become
Opportunities?
What percentage of MQAs become Customers?
What type of Accounts convert the best?
Velocity
Average # of days between any
two stages
How long does it take to move an Account from MQA
to Opportunity?
Do certain types of Accounts move through the funnel
faster than others?
What is the average time spent in each stage?

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Bringing it
Together
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Drill into
differences by
account type –
segment, source,
industry, geo, etc.

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3- Program Analytics
ROI: What is the marketing return on investment
on my programs (multi-touch attribution)?

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Start with your Questions Before “Data Diving”
Examples:
• What types of activities are best for
acquisition?
• What types of activities are good for
executive engagement?
• What types of activities help deal
acceleration?
• Is program A or B more effective for pipeline?
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27. Return
Helps us understand WHERE we should
be investing. Want the best return
possible.
Program Investment Pipeline
Created
Return
Event A $10,000 $50K 5x
Event B $20,000 $200K 10x

28. Attribution
What is effective for acquisition / early
stage engagement versus acceleration?
Program First Touch Multi-Touch
Content
Asset
$100K $5K
Field Dinner $10K $300K

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Sophistication of Measurement
Campaign
Influence
Single
Touch
(First /
Last)
Multi-
Touch
Attribution
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First Touch

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Last Touch

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Equal Touch

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Minute-Weighted
Minute-
weighed lets
you bring in
ALL activity,
not just
marketing
campaigns

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Account Based Attribution
Use all activities (sales and
marketing) – not just campaigns
Use all people that touch the
buying center – leads and
contacts

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Models Compared

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1. Traditional demand generation is like fishing with a net, when quantity is
more important than quality. Because ABM is like fishing with a spear,
ABM metrics measure quality.
2. With ABM, lead quantity will go down as quality goes up. Revenue results
will take time! Set expectations properly.
3. Build your ABM analytics foundation by unifying systems, matching leads-
to-accounts, selecting accounts, and tracking programs and campaigns.
4. Engagement is the most fundamental ABM metric since it answers the
key question: Do the right people from the right accounts spend time with
our company?
5. Journey analytics define stages of customer journeys, track progress
toward intended outcomes, and measure key metrics including balance,
flow, conversion, and velocity.
6. Multi-touch attribution seeks to understand how each interaction
contributes to the value of outcomes you care about (often pipeline and
revenue).
7. Don’t tackle everything at once. ABM is a long-term effort. Start with a few
metrics and add over time as the business requires.
Summary

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Need to measure and prove
ABM program impact?
DOWNLOAD the NEW
Clear and Complete Guide to
ABM Analytics today!
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