One of the clearest and most powerful differences between lower performing Account Based Marketing (ABM) and higher performing ABM programs is the proper use of metrics and analytics. The newest ABM research, fielded by the Account Based Marketing Consortium, found that fully 82% of these high-performance ABM programs are able to track and analyze target account metrics at the account level (22% + 30% + 30%). On the flip side, 41% of lower performing programs don’t track any metrics. Wow!
ABM metrics are different than typical demand gen KPIs. Instead of clicks and conversions, ABM programs seek to engage and help pull prospects into a relationship. Instead of quantity, ABM measures quality. Without the right measurement, marketers will make the wrong decisions and direct optimization on the wrong criteria… if measured at all. Check out Part 4 of Engagio’s “The Clear & Complete Guide to Account Based Marketing” for more on this.
Here’s one of the clearest examples I’ve heard to describe the difference between lead gen and ABM measurement:
10 individuals enter your website on the same day and register to download a range of content on the same topic. Typical demand gen systems view this activity as independent agents acting on their own accord. Because of this, each of these actions mean very little. Ultimately, the scoring of each lead will be trivial and none may rise to a point of interest, MQL status. However, when seen in their totality, at the account level, this can represent a very different picture. Consider that these 10 people are from the same company and are working together as a buying group. Should someone reach out to this account?
Your existing demand gen tech stack will miss this activity, and may miss the opportunity at hand. Proper measurement that can sense and aggregate activity at the account level is the new requirement. This is what is becoming know as the Marketing Qualified Account (MQA). These activities occur across channels and involve a large and growing entity we’re all trying to reach today… they buying group. The account.