10 Account Based Marketing Metrics For ABM Success

Account Based Marketing (ABM) has become an influential tool for achieving focused growth in the tough B2B market. Account Based Marketing Metrics empower companies to create stronger bonds, shorten their sales cycles, and sign bigger deals by concentrating on high-value accounts and utilizing a tailored strategy. 

But how do you evaluate the outcome of your ABM efforts? Even if they are useful, traditional marketing metrics don’t always provide a clear picture for ABM. To truly understand the effectiveness of your strategy, you need to track a specific set of Account Based Marketing metrics.

List of 10 Account Based Marketing Metrics For ABM Success

Here, we have discussed 10 crucial ABM metrics for ABM success that will help you assess your program’s performance, identify areas for improvement, and ultimately achieve ABM success –

1. Target Account Engagement

Any ABM program needs engagement to continue functioning. The performance of your target accounts’ interactions with your marketing campaigns is evaluated by this parameter. Here are a few methods for determining engagement –

• Website Visits – Keep an eye on the number of times your target accounts visit your website and examine the pages they visit and how long they stay on to learn about their interests.
• Content Downloads – Monitor downloads of white papers, case studies, or other content pieces you’ve created specifically for your target accounts.
• Email Open Rates and Click-Through Rates (CTRs) – Track how many recipients from target accounts open your emails and click on your calls to action.
• Social Media Engagement – Analyze the interactions that contacts from target accounts have with your social media posts, including likes, comments, and shares.
• Event Participation – Keep track of how many representatives from your target account attend your seminars, conferences, and other business events.

It is possible to determine which accounts are more responsive to your outreach by monitoring these engagement data and adjusting your outreach strategy accordingly.

2. Marketing Qualified Accounts (MQAs)

Finding the engaged accounts with the highest probability of becoming customers is essential for ABM. The target accounts you specify as Marketing Qualified Accounts (MQAs) are those that demonstrate a desire to buy and fit certain predetermined requirements. These standards may include the size of the budget, the sector, or particular problems your product or service solves.

Target accounts can be qualified in the following ways –

• Website Activity – Look for website behaviour that indicates buying intent, such as visiting product pricing pages or downloading case studies related to specific solutions.
• Form Submissions – Track form submissions where contacts from target accounts provide additional information about their needs and challenges.
• Engagement Level – Consider accounts with high levels of overall engagement across multiple channels as potentially sales-ready.

By focusing on nurturing and converting MQAs, you can ensure your sales team spends their time on the most promising leads.

3. Sales Accepted Leads (SALs)

Once the marketing team identifies MQAs, they’re frequently forwarded to the sales team for additional being eligible. Sales Accepted Leads (SALs) are MQAs that the sales team deems ready for their direct outreach. This metric signifies successful handoff between marketing and sales and indicates strong alignment on the value proposition for target accounts.

4. Conversion Rates

The conversion rates are the percentage of target accounts that make it through your ABM funnel. Here are some important conversion rates to monitor –

• MQA to SAL Conversion Rate – This metric indicates the success rate of your promotional activities in qualifying leads for sale.
• SAL to Opportunity Conversion Rate – This metric shows how well your sales team is converting qualified leads into sales opportunities.
• Opportunity to Close Won Rate – This metric reveals your sales team’s closing efficiency with target accounts.

By monitoring these conversion rates at each stage, you can identify bottlenecks and optimize your ABM funnel for maximum ROI.

5. Pipeline Velocity

The rate at which target accounts pass through your sales funnel is measured by pipeline velocity. Faster contract close times and effective sales procedures are indicators of a high pipeline velocity. By dividing the entire value of your sales pipeline by the typical length of the sales cycle, you may figure out the pipeline velocity.

6. Average Deal Size

ABM often targets large, high-value accounts. Therefore, the average deal size secured through ABM campaigns is typically higher than deals generated through traditional marketing tactics. The average deal size can be tracked to help you evaluate your ABM program’s return on investment (ROI).

7. Customer Acquisition Cost (CAC)

The entire cost charged in obtaining a new customer is known as the customer acquisition cost, or CAC. While CAC can be higher for ABM campaigns due to the personalized nature of the approach, the larger deals typically secured through ABM often result in a lower CAC compared to smaller deals acquired through traditional marketing methods.

8. Customer Lifetime Value (CLTV)

Customer Lifetime Value (CLTV) is the entire amount of money that a client is anticipated to bring in during the course of doing business with you. ABM programs often target customers with a high potential for long-term partnerships. By fostering deeper relationships and addressing their specific needs, ABM can contribute to a higher CLTV. Assessing the long-term profitability of your ABM initiatives is possible with the help of CLTV tracking.

9. Account Expansion & Upsell Revenue

A successful ABM program doesn’t stop at initial customer acquisition. Existing customers within your target accounts present significant opportunities for growth. Track revenue generated from upselling additional products or services, and expanding existing contracts with your target accounts. This demonstrates the effectiveness of your ABM program in fostering long-term, mutually beneficial relationships.

10. Net Promoter Score (NPS)

It is possible that a consumer will refer your business to others as determined by the Net Promoter Score (NPS), a customer loyalty indicator.  A high NPS score indicates happy customers who are brand advocates. Tracking NPS within your target accounts provides valuable insights into the overall customer experience you’re delivering through your ABM program. Positive word-of-mouth from satisfied target accounts can significantly enhance your brand reputation and attract new business opportunities.

Optimizing Your ABM Strategy

By regularly monitoring these important ABM indicators,  you might gain helpful details about the success of what you’re doing. To maximize impact, modify your content, optimize your targeting strategy, and find areas for improvement through data analysis. Remember that ABM is a continuous procedure, where an ABM program will continue to produce outstanding results if you regularly examine it and make adjustments based on data insights.

Conclusion

ABM offers a targeted and data-driven approach to B2B marketing, fostering deeper customer relationships and driving significant revenue growth. However, analyzing the performance of your ABM program is critical for ongoing progress. By tracking the 10 key Account Based Marketing metrics outlined above, you can gain valuable insights into the effectiveness of your campaigns, optimize your strategy, and ensure your ABM program delivers long-term success for Okko Global.

Also read: Effective B2B Inbound Lead Generation Strategies to Skyrocket Your B2B Sales