Analytics and Insights

Account-based initiatives require a different set of metrics

  • Traditional demand generation focuses on individual activity and volume.
  • Often B2B sales involve multiple individuals so looking at lead-based metrics like MQLs is inadequate.
  • ABM sales cycles can be lengthy so many marketers struggle with how to measure the early stages of programs.
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Engagio’s ABM Analytics streamline account-based reporting and analytics to get better insights on what’s happening every day at your target accounts

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  • Use Engagement Minutes to quickly see which accounts have the best engagement and opportunity for growth so you can prioritize your efforts and know where to focus your time.
  • Leverage Marketing Qualified Accounts (MQAs) as a more accurate and clear metric for measuring levels of account engagement so ADRs or Sales know the best time to reach out to accounts.
  • Measure program impact for ABM programs to understand what works best to reach target accounts and accelerate deals.

The Five ABM Metrics

Coverage

Do you have sufficient data, coverage, and account plans for each target account?

Awareness

Are the target accounts aware of your company and its solutions?

Engagement

Are the right people at your key accounts spending time with you? Is that engagement increasing over time?

Reach

Are marketing programs reaching the right accounts? Is there any waste?

Impact

How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores?

Speak with an Account Based Everything Specialist to learn more!

+1-650-487-2050