building the foundation to measure account based marketing
TRANSCRIPT
Building the Foundation to Measure Account Based Marketing (ABM)Saad HameedLinkedIn: http://j.mp/SaadHameedTwitter: @SaadVirtus https://twitter.com/SaadVirtus
LinkedIn: http://j.mp/SaadHameedTwitter: @SaadVirtus https://twitter.com/SaadVirtus
= takeaways
The Complex Nature of B2B Measurement
Measurement Of Programs Adds To Complexity
B2B Measurement is Complex; ABM add to further complexity
Entity Complexity(Contacts, Accounts, Leads, Opportunities, & Programs)
Purchase Complexity(Interactions, Channels, Offers, Purchase cycle)
Current State Business 2
Business (B2B)
Advanced B2B (with
ABM)
Business 2 Consumer
(B2C)LOW
HIGH
HIGHLOW
3 Steps To Success With ABM Measurement AND
Get It Right From the Start
1. Create a marketing taxonomy
2. Build reliable tracking for all channels & buyer interactions
3. Analyze marketing impact on pipeline & bookings (including ABM Programs)
#1: CREATE A MARKETING TAXONOMY
Create a Taxonomy For Marketing Based On the Context of Your Company
Key Takeaways: Marketing Taxonomy
• Understand and map your marketing channels
• Find technologies to fill gaps in data and execution per channel
• Align with your sales and finance teams from the beginning
• EDUCATE, EDUCATE, & EDUCATE
#2: BUILD RELIABLE TRACKING FOR CHANNELS & BUYER INTERACTIONS
Build a Reliable Tracking Layer Across All Channels & Buyer Interactions• Audit existing tracking for digital channels; make no
assumptions
• Select solution to track and measure multi-channel influence
• Build tracking for the first behavior/channel that brings prospects to your funnel (before the form fill)
• Track offline touchpoints like field events, mail, etc.
• Track ABM Programs with unique identifiers
Key Takeaways: Reliable Tracking
• Build Data Quality dashboards to scale implementation/roll-out
• Verify data entry and exit points to verify there’s no delta (as an example for Click to Chat leads, both Chat system & CRM have same number of touchpoints)
• Track sales efforts (e.g. email, calls) to give proper credit
Channel Tracking Old versus New
Old Channel Tracking New Channel Tracking
New system tracks channel interactions accurately
#3: ANALYZE MARKETING IMPACT ON PIPELINE & BOOKINGS
(INCLUDING ABM PROGRAMS)
Measure Multi-Touch Marketing Impact
• Establish an Influence Measurement logic that aligns with the context of the market situation and objectives of the Corporation
• Zoom out to holistically understand marketing impact on conversion and pipeline/revenue influence
• Measure impact of ABM programs to non-ABM Programs
Key Metrics for ABM
• The conversion rates of cohorts
• The velocity of cohorts
• The resulting impact on pipeline, customers, and bookings
Measuring ABM with Bizible TouchpointsNot real data, for
simulation purposes only.
Measuring ABM with Bizible TouchpointsNot real data, for
simulation purposes only.
ABM Channel
ABM Channel
ABM Program
ABM Program
ABM Program
Comparing Channel PerformanceNot real data, for
simulation purposes only.
Events & Conferences
Paid Search
Organic Search
[ABM] Mailer
[ABM] Outbound Calling
Social
Marketing Channel
Summary: Building Foundation to Measure ABM• Agree on and build, a robust marketing taxonomy• Use touchpoints as the standardized measurement for
tracking• Connect online and offline marketing channel data• Adopt multi-touch influence solution and logic for
channels• Look at conversion (lead to opportunity, win rates, etc)
and influence (revenue) to determine value• Measure ABM against other programs
LinkedIn: http://j.mp/SaadHameedTwitter: @SaadVirtus https://twitter.com/SaadVirtus
Questions?