The Rise of Account-Based Marketing (ABM) You Have to Get
B2B Account-Based Marketing (ABM) has established itself as a customer acquisition strategy to favor if your company is looking to nurture high-value accounts employing laser-focused tactics. When you have the lens narrowed down, focusing on accounts instead of segments, your team can provide highly personalized marketing that connects with the people who make the decisions.
But here’s the game-changing part: account-based marketing analytics. Analytics elevates old-school ABM from “personalized” to “predictive,” generating real-time insights to supercharge your campaigns and save you money.
This blog will go deep into the rise of the new standard in advertising, ABM analytics, the KPIs to focus on, which solutions to use, and how to adapt to implement your new insight on ABM. Ultimately, you’ll learn how to use analytics to hone in on your ABM strategy and make the impact of your efforts measurable.
Why ABM is Now So Important
Because relationships count in B2B sales. ABM: The most ROI-positive strategy in marketing. 85% of marketers who measure ROI report that ABM beats out all other marketing tactics for return. And when paired with sophisticated analytics, ABM doesn’t just build relationships: it makes sure they focus their efforts effectively, eliminating waste and increasing impact.
How Analytics Can Power Up Account-Based Marketing
ABM analytics, at its heart, is about using data to make data-driven decisions. Analytics enables you to:
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Identify Best Accounts: With analytics, you can identify high-value accounts that provide both business relevance and probability to convert.
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Personalize Engagement: When you have data readily available, you can create super-specific, relevant, personalized campaigns that resonate with each account’s pain point.
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Measure and Optimize Campaigns: With analysis, it’s easier to measure what’s working and where you need to shift your focus for success.
ABM without analytics is going to be like running blindfolded. It’s your campaign’s data that keeps you focused on what matters to your goals and keeps you from wasting effort.
Key ABM Analytics Metrics To Follow
To have a finger on the pulse of your ABM campaigns in order to make educated decisions, there are a number of key metrics you should monitor like a hawk. Here are some key indicators to watch:
Reach
This measures how well your campaigns are breaking through your target accounts. Key indicators include:
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Ad impressions
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Target Account website visits
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Email delivery and click rates
Engagement
Monitor how engaged your target accounts are with your brand. Engagement stats:
Types of engagement could be:
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Downloads of, or views of, our whitepapers
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Webinar attendees from target accounts
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Various touchpoints and Interactions were repeated in several touchpoints
Conversion
In the end, engagement should result in conversions. Some of the metrics to measure for conversion are:
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Sign-up forms from target accounts.
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Booked meetings or demos
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Went to sales deals in the pipeline
Pipeline Velocity
Pipeline velocity is the speed at which opportunities move from initial contact to closed business in target accounts. Higher velocity means your campaigns are getting through to decision makers.
ROI
The holy grail of success. You can calculate how much money your outlays in ABM efforts have generated for you. Use analytics tools to attribute revenue to certain campaigns or touchpoints.
ABM Analytics Tools and Platforms
It’s important to pick the right tools to be successful in account-based marketing analytics. Here are some popular sites:
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ABM Software for HubSpot: Provides a set of tools to track accounts, report on them, and run campaigns.
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RollWorks: Focused on account identification and execution-level tips for scalable ABM.
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Terminus: Full-funnel ABM with analytics data on engagement, brand awareness, and conversion.
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Demandbase: Offers an ABM platform pairing the company’s marketing data, insights, and campaign execution.
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Google Analytics (Advanced Tracking): Not ABM specific, but Google Analytics can be set up to track web activity at the account level.
They’re available in a range of focuses, such as account selection or reporting, so pick according to the specific needs and size of your program.
How to Effectively Implement ABM Analytics
To maximize your ABM analytics power, take these steps:
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Align Teams
Make sure that your sales and marketing teams are in lockstep mode. Get to common goals, key accounts, and success measures from the get-go. -
Set Metrics
Identify the KPIs that correspond to your business objectives. Ensure you have a consistent way to measure success metrics throughout touchpoints. -
Invest in Training
Give your team the tools to understand and turn analytics into action. There are many tools that provide onboarding and training to ensure that users get the most out of the platform. -
Leverage Predictive Analytics
Leverage AI and machine learning to stay ahead of trends and to know what account behavior is before tax time. -
Iterate
Analytics are not static, so use the ongoing data to tweak your campaigns on an ongoing basis.
Case Studies: Examples of Effective ABM Analytics Deployments
Example 1: SaaS Startup Grows Accounts by 40%
One SaaS company was able to predict mid-market accounts that would buy. They realized a 40% increase in conversions within six months thanks to their hyper-targeted campaigns.
Example 2: Manufacturing Company That Increases Pipeline Velocity
By tracking pipeline velocity and conducting segmentation analysis, a B2B manufacturer was able to reduce its average sales cycle length by 25 percent and land deals more quickly and efficiently.
Typical Issues and How to Handle Them
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Data Silos
Siloed data can hurt your analytics endeavor. Solve this by building platforms or collecting your data in one place. -
Overwhelming Metrics
Not all data is actionable. Just stick to major insights that link back to your goals to prevent analysis paralysis. -
Resistance to Change
Bringing analytics into use is a cultural change for your company. Build the business case to convince stakeholders of the value of ABM analytics to drive home the point.
The Future of ABM Analytics
Account-based marketing (ABM) analytics will play an increasingly vital role, in no small part due to AI and data processing advancements. Expect to see:
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Live reports to adjust the campaign immediately.
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Cross-Channel Attribution Models, and to have a better understanding of customer journeys among the various platforms
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AI (Artificial Intelligence) Powered Enhanced Personalization using data for hyper-personalization of account engagements
Use ABM Analytics to Streamline Business Growth
ABM analytics enables you to get out of the realm of guesswork and provide your marketing team with insights that are data-driven and that let them win major accounts. With the right tools, defined KPIs, and alignment between your sales and marketing teams, your company can be ahead of the curve and win in today’s hyper-targeted business world.
