Measuring Short-Term Account-Based Marketing Progress

April 15th, 2020

Nora Conklin Principal Analyst

Robert Peterson

With contributors:

Steven Casey , Laurynn Bedard

Summary

When launching an account-based marketing (ABM) program, marketers must consider short-term milestones. Too often, ABM leaders rely exclusively on traditional demand metrics that may not illustrate the immediate impact of ABM — at least in a way that paints the vision for the rest of the organization. Proper measurement is especially critical during the first few months of an ABM program launch, when marketers must rely on various metrics to highlight how ABM is making a difference. This report outlines the key considerations for articulating the short-term impact of ABM to build long-term program credibility.

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