Industry Account-Based Marketing: Measurement Considerations

An industry account-based marketing (ABM) approach focuses on supporting accounts or groups of accounts with similar needs within selected vertical industries. Measuring results for industry ABM requires sales and marketing teams to incorporate new metrics to demonstrate progress within accounts in selected industries. Understanding metric classes helps marketers organize ABM industry performance for various internal audiences.

As B2B organizations track the progress and results of their account-based marketing (ABM) programs, they must select the right mix of demand creation, influence, and relationship metrics (see Does Your Account-Based Marketing Measure Up?). For an ABM program that targets a list of accounts within a specific industry (see The Industry Account-Based Marketing Framework), performance measurement must be structured to accurately reflect success within that vertical. In this report, we describe metrics that can be used for industry ABM programs, using the four classes of metrics defined by the Forrester Metrics Spectrum (see The Metrics Spectrum).