- February 28, 2023
- Posted by: Gopal Krishna
- Categories:
💡 Study Stat :-
86% of buyers expect sellers to personalize the experience according to the State of Deals 2020 report published by PandaDoc and G2.
Measuring the right KPIs/Metrics :-
✨ 1. The 80% Rule
The objective of Account based Marketing or Account based Strategy (ABM / ABS) is to align marketing & sales teams to collaborate and orchestrate outreach for “select” accounts.
This would mean, your “pipeline” must consist 80% of target accounts.
✨ 2. Measure Marketing & Sales Activities…
Marketing is investing resources on ABS accounts while Sales is selling to the same accounts.
Gather and measure data points for Email and Call logs to ensure 100% coverage is given to the target accounts…
Sales engagement tools come handy here.
✨ 3. Marketing “touch-points” across the Sales Pipeline
Measure the percentage of the total target account pipeline as “touched” by marketing.
These accounts must be “same” as what Sales has been selling from qualifying, prospecting, converting to closing.
✨ 4. Multi-touch & Multi-channel Marketing
Marketing is engaging with and influencing target accounts buyers through multiple campaigns, across multiple channels, and in a measurable way.
Below graphic shows the impact of ABS in a live scenario.
#b2bpipeline
#strategytoexecution
#salesperformance
#marketingeffectiveness
#dataanalytics
