In the world of B2B marketing, Account-Based Marketing (ABM) has certainly become the hot topic of the year. It features a highly personalized approach that lets companies concentrate on high-value accounts, not a mass of prospects. However, to maximize the potential benefit of ABM, you have to have a solid account-based marketing reporting system in place. Reporting truthfully enables you to monitor outcomes, calculate ROI, and adjust strategy for the best outcome.
This handbook will take you through what you should know about ABM reporting — from what metrics to measure, how to get a reporting system in place, what tools and technologies to look at, and more. We’ll also talk through best practices, address common ABM reporting challenges, and cover forward-leaning trends in the ABM reporting space.
Account-Based Marketing and the Role of Reporting
ABM is a highly targeted solution that aligns sales and marketing teams to focus on a predefined set of accounts and gain insights to deliver personalized campaigns. Instead of fishing with dynamite, ABM takes a sniper approach, targeting high-value accounts with personalized content that speaks to their specific pains and objectives.
But the ABM strategy itself is only successful if it can be measured.
How important is reporting in ABM?
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Prove ROI: ABM campaigns can often be costly. Reporting allows us to quantify the returns so leadership can see value.
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Maximize Campaigns: By monitoring performance, you’ll understand what’s working and be able to pivot fast.
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Align Teams: ABM reporting also brings marketing and sales into alignment, so both are focused on the same metrics.
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Prove Goal Achievement: Write reporting ensures that you’ll understand if you’re hitting the benchmarks your targeted accounts have been given.
It is nearly impossible to know how well you’re doing with your ABM without good reporting to show you.
Essential Report Variables for Account-Based Marketing
When rolled out correctly over time, the account-based marketing town criers promise that reporting can become one of the most critical assets your company has.
ABM extends beyond traditional marketing metrics to metrics that drive both sales and marketing results. Here are some important numbers to follow:
Engagement Metrics
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Account Engagement Score: Score composed of activities such as email opens, ad clicks, web visits, content downloads, and other account-based digital activities.
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Time on Site: This is related to time spent How much time target accounts spend on your website.
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Event Invitations: Invitations to attend webinars or live events for certain accounts.
Pipeline Metrics
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Opportunity Creation: The amount of opportunity that has been generated from the focused accounts.
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Deal Velocity: Time lapsing from getting engaged with accounts to closing deals.
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Influence Revenue: The portion of revenue that can be directly correlated to ABM activities.
Account Coverage Metrics
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Contacts Touched: Count of total number of stakeholders covered in target accounts.
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Coverage Rate: It is the percentage of your account that is mapped to your CRM database and of the total decision-makers in that account.
By concentrating on these, you will have laser sharp visibility into how well you’re ABM is taking across your key accounts.
How to Set Up ABM Reporting: A 9-Step Walkthrough
You don’t have to make an efficient ABM reporting system more complicated than it needs to be. Here is a step-by-step guide to get you started:
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Define Clear Objectives
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What do you hope to achieve with your ABM campaigns?
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What are the KPIs for success?
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Select Target Accounts
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Use sales team insights, intent data, and demographic/firmographic analysis.
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Coordinate Your Sales and Marketing Organizations
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Get both teams to agree on the target accounts and metrics.
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Build Custom Dashboards
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Monitor the most important ABM metrics in real time.
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Set Regular Review Intervals
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Weekly or monthly report reviews.
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Iterate and Improve
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Use reporting insights to improve campaign effectiveness.
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Key ABM Reporting Tools and Technologies
Modern technology now allows marketers to automate and simplify the ABM reporting process. Tools include:
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CRM: Salesforce
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Marketing Automation: HubSpot, Marketo
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Account Intelligence Tools: Demandbase, Clearbit
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Analytics Dashboards: Google Analytics, Tableau
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Attribution Tools: Bizible, Terminus
The right combination of tools depends on your tech stack and business needs.
Tools and Tips for Campaign Analysis and Optimization
Metrics matter, but insights are key. Best practices include:
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Rely on Insights, Not Data: Focus on accounts with low engagement to refine messaging.
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Benchmarking: Compare with past campaigns and industry averages.
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A/B Testing: Try different tactics to see what resonates.
If an account isn’t engaging, it may not be worth continued pursuit. Optimization is ongoing.
Challenges with ABM Reporting, and How to Overcome Them
Common Problems and Solutions:
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Challenge 1: Getting sales and marketing aligned
Solution: Set shared KPIs and meet regularly. -
Challenge 2: Long sales cycles
Solution: Use early indicators like engagement scores. -
Challenge 3: Linking ABM to ROI
Solution: Use attribution tools to track revenue impact.
Proactive troubleshooting maintains reporting efficiency.
Where ABM Reporting is Headed
Exciting trends shaping the future of ABM reporting include:
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AI-Driven Insights: AI will improve predictive targeting.
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Real-Time Reporting: Instant account activity feedback for faster decisions.
Staying on top of these trends helps keep your strategy competitive.
The Road to Better ABM Reporting
Good ABM reporting doesn’t just paint a picture — it helps you get better, too. By knowing the right KPIs, using dependable tools and ongoing optimizations, you can transform your ABM strategy into a revenue-driving machine.
Want to boost your ABM mode? Try the above steps and unlock the full potential of targeted marketing.
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