As an increasingly popular strategic approach for B2B companies worldwide, Account-Based Marketing poses challenges to traditional methods of measuring marketing performance. With one simple tactic, you can use your website lead recognition tool, if you have one available, to effectively measure your ABM success.
1. Determine the audience
It all starts with the audience: Who are your ideal customers? If you already have a list of potential clients, you’re set. However, if you still don’t have a validated ABM profile, now is the time to create one. Use various AI tools and data sources if needed to compile a list of the most promising organizations for your business.
TIP: The list doesn’t necessarily have to include all your potential clients, only the ones that matter most to your business.
2. Validate the audience
Utilize the sales team or executives to verify the list, removing organizations that don’t fit your ideal customer profile (ICP). If you have a long list, this could be a considerable task, but once it’s complete, you can be confident that all your targeted companies are validated for sales potential.
3. Create a filter
Most platforms that allow you to identify the companies visiting your website also enable filtering by lists or company names. By creating a filter that includes only those ABM organizations validated by sales, you can begin measuring how effectively marketing efforts drive traffic and conversions from your ideal customer list.
4. Visualize data
Monitoring visits daily or weekly may provide an extra advantage to enhance sales activities for certain accounts based on behavior, but from a marketing perspective, a broader time frame is necessary. By either exporting visitor data or integrating it with another platform, you can evaluate the historical trend of visit frequency from these specific accounts.
TIP: We use Google Looker Studio to develop integrated marketing reporting dashboards. Discover how you can import any data and visualize it together.
5. Target, measure, and analyze
While you have the filtered view set up, begin using the list in your targeted advertising. You can include it in the audiences of your current campaigns or create a new audience, depending on your objectives. You have now established a solid metric to measure your ABM efforts, providing you with a comparable KPI for analyzing and reporting results. Remember that the outcomes often take time and should be regarded as indicators of development trends over a longer period.
TIP: In ABM, it’s essential to understand the decision-making process within the potential account’s organization. Often, the primary decision-maker needs approval from a committee, which should be considered in your ABM marketing efforts.
Did you find this useful? If you need help creating your own ABM process, don’t hesitate to reach out. You can also explore this topic further with these related articles:
B2B Marketing KPIs — What Every B2B Marketer Should Know
Measuring B2B Marketing Results and ROI: Key Insights and Tips
B2B Marketing Measurement – Creating a Meaningful Measurement System