Trends Report

Metrics That Matter In Account-Based Marketing

Use Comparative Metrics Across The Six Stages Of The Customer Life Cycle To Reveal The Value Of ABM

August 9th, 2017
AS
Allison Snow
With contributors:
Laura Ramos , Caroline Robertson , Alexander Bullock , Kara Hartig

Summary

B2B marketers believe that account-based marketing (ABM) can boost marketing performance but need to demonstrate its impact. ABM is relevant across the customer life cycle, not just new account acquisition. So B2B marketers must focus on metrics that address specific buying team attributes and customer life-cycle stages and tailor assessment strategies to the ABM programs they run. This report details the metrics to apply to ABM and helps B2B marketers compare the performance of target accounts that were exposed to ABM strategies with accounts that were not.

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