- Account-Based Marketing Tactics
- Posts
- Marketing Metrics for ABM
In the previous newsletter we looked at three main KPIs to use for tracking success of your ABM strategy.
This week we’re going to look at the tactical, marketing-specific metrics.
These metrics allow you to measure success at a high level and very tactical.
High-level metrics:
• Accounts reached
• Accounts visited
• Accounts engaged
• Unique visitors
• Total page views
• Influenced pipeline
The above metrics are available with additional tech and take into account engagement from multiple channels. If you don’t have additional tech that’s fine! You can leverage the more tactical metrics provided below.
Tactical metrics:
• LinkedIn campaign engagement %
• LinkedIn campaign CTR
• Display ad CTR
• Email open rate
• Email CTOR
• Webinar registrations
• Webinar attendees
For me personally, I’ll be coordinating more of our ABM efforts out of Groove by Clari moving forward. This will allow sales and marketing teams to track more contact-based metrics and how they're engaging with sequences, templates, etc. More to come here in the coming weeks.
Sample KPI scorecard that I use for my strategies
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