Tailoring Account-Based Marketing Measurement

August 28th, 2018

Summary

Successful B2B account-based marketers have started to think about how to tailor the ways they measure their account-based marketing (ABM) programs, recognizing the need for different KPIs depending on the goals for the accounts in scope. This tailored approach can be a departure from the way organizations are used to measuring, particular for those that have focused historically on leads. Accurate, objective measurement is increasingly important as investment in ABM grows, as account-based marketers must be able to show value and optimal efficiency to continue to scale their programs. In this report, we describe five steps for tailoring ABM measurement to ensure it is fit for purpose.

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