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Achieve Strong ABM Results All Year Long by Implementing Measurement into Your Program

Part Five

January 24, 2018 / Barbara Winters, VP of Marketing HG Data

Did you know Statistic Brain found that just over half of respondents maintain their New Year’s resolutions past the one month mark? Now that we’ve made it to the end of our account based marketing (ABM) resolution series and near the end of the first month of 2018 – are you still hanging on to those 2018 resolutions?

Throughout this series we’ve covered resolutions on making the decision to start an ABM program and why, beginning with the right data, focusing on acquiring complete and accurate data and key tactics for using that data. Now there’s one important resolution left to discuss.

Any great program needs to be continuously evaluated and that’s why our fifth and final ABM resolution is to measure and refine throughout the year.

Measurement and refinement is critical to ABM success. Just as making sure your data is complete, accurate and consistently refreshed, your ABM program will need to be assessed often. This includes defining your market and having a data strategy, working with credible third-party data vendors and then measuring results and examining the ROI of the program and the churn rate. Each time you review these points, you can fine tune your ABM program again.

Key KPIs to Consider

Demand Gen Report’s 2017 ABM Benchmark Survey Report found that 49 percent of survey respondents were measuring net-new accounts engaged, 46 percent were measuring win rate, 42 percent were measuring contribution to pipeline revenue, 42 percent were measuring number of qualified accounts and pipeline velocity and 31 percent were measuring engagement scores (31%).

The report also found that the departments most actively involved in tracking the success of ABM included marketing ops at 73 percent and demand gen at 62 percent.

At HG Data, we’re committed to helping our customers make the most of their ABM efforts, and we hope that this series has helped you to either establish an ABM program or put your existing program in a position to achieve even greater success in 2018.

If this series has been helpful, please let us know in the comments below and also let us know if there are other topics that you’d be interested in seeing us explore this year.

Here’s to a successful year of achieving your 2018 resolutions!

Links to 5-part ABM Resolutions for Success Blog Series

> Part 1 – Make the Decision to Start ABM in 2018 – Here’s Why

> Part 2Begin with the Right Data

> Part 3Focus on Acquiring Complete & Accurate Data

> Part 4Use Personas, Propensity to Buy Models & Micro Messaging to Boost Your Results

> Part 5Measure & Refine Your ABM Program Throughout the Year


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