Measuring the performance of an ABM (Account-Based Marketing) campaign is essential for understanding the success or failure of any marketing efforts. An ABM campaign is typically focused on targeting a specific list of accounts, and measuring the results can help marketers understand how well the campaign resonated with the target accounts and whether or not it achieved desired outcomes.
According to HubSpot, there are 5 recommendations for categories of ABM metrics. Measure these in addition to — not instead of — leads, pipeline, and revenue.
READ: Dare to Invest in ABM: Get Ready For Outstanding Results
One way to measure the performance of an ABM campaign is by tracking the number of leads generated. Lead generation is an important metric for any marketing campaign and for ABM campaigns, it can be especially useful for understanding how effective the campaign was at reaching target accounts. Tracking the number of qualified leads generated through ABM campaigns will give marketers a better idea of how successful the campaign was.
Another way to measure the performance of an ABM campaign is through engagement metrics. Tracking engagement metrics such as website visits, downloads, and email opens can help marketers understand how interested target accounts were in the campaign. Additionally, tracking how many target accounts interacted with the campaign can also be useful for understanding how successful the campaign was at reaching target accounts.
READ: How To Use To Drive ABM Success
Finally, tracking the number of closed deals resulting from an ABM campaign is one of the best ways to measure the success of an ABM campaign. This metric will give marketers a better understanding of how effective the campaign was at generating business for the company. Tracking the number of closed deals will also allow marketers to understand which accounts were most interested in the campaign and what type of content resonated best with the target audience.
Measuring the performance of an ABM campaign is essential for understanding the effectiveness and success of any marketing efforts. By tracking metrics such as lead generation, engagement, and closed deals, marketers can gain valuable insights into how successful the campaign was and what changes could be made to improve future campaigns.
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