New Dash Account Based Attribution: Know What’s Working and Measure ABM Performance

Account Based Marketing (ABM) involves an orchestrated mix of touchpoints and channels, and this demands new ways of thinking about measuring its performance.

  • Which ABM programs and channels perform best throughout the account life cycle?
  • Which create engagement with your most important target accounts?
  • What tactics should you invest more in – or less – to close more deals?

To help B2B organizations answer these questions, we’re excited to announce Dash Account Based Attribution. Available immediately within Engagio’s Marketing Orchestration Platform, this new capability provides clear, end-to-end visibility into the account lifecycle, analyzing the success of marketing and sales activities at each stage of the journey.

Now, for the first time, B2B organizations can quickly connect the dots between account engagement and revenue. With Engagio, it’s never been easier to orchestrate outreach to high-value accounts. Now, with our powerful new Dash solution, it’s possible to understand which specific channels and programs perform best along the way.

Meaningful Indicators of ABM Success

Ultimately, the success of ABM is measured in revenue – that’s what every CEO is responsible for, and what Marketing and Sales promise to the organization. But in reality, large and complex B2B deals can take months – even years – to close.

It’s not enough to measure only revenue – plus, we simply can’t afford to wait.

The B2B marketing industry has long needed more meaningful leading indicators of success throughout our extensive sales processes, within the massive gap between top-of-funnel lead generation and bottom-of-funnel pipeline creation. That’s why in a traditional demand gen model, we measure other things, like inquiries, leads, and opportunities.

In ABM, we need a quantifiable way of measuring success as an account develops from initial outreach, to MQA, to later deal stages, to purchase, to onboarding and usage, to renewal and advocacy. We must know what specifically influences key outcomes at every stage of the journey – beyond acquisition. Engagio’s Dash is about understanding how target accounts move towards the outcomes we care about, whether that’s becoming a Marketing Qualified Account or adding to pipeline.

Now, ABM attribution isn’t about assigning credit to any one department or tactic. Multi-touch attribution is complex in B2B. We need to attribute credit across different people, channels, and systems in order to optimize our account-based funnel.

This isn’t only about proving Marketing’s impact, either. It’s about being more effective and efficient with all of our resources (budget/time) as we collaboratively execute orchestrated plays in tandem with Sales and other teams. It’s about preventing wasted marketing dollars on the wrong audience, content, messaging, channel, or cadence. It’s about making better decisions through insightful analytics.

Engagio’s Unique Approach to ABM Attribution

How is ABM attribution different from traditional attribution?

Just as ABM requires us to shift from tracking Marketing Qualified Leads to Marketing Qualified Accounts, ABM attribution tracks events and engagement as they relate to a specific account over time.

Engagio orchestrates integrated account-based programs, providing the scale benefits of automation with the personalization benefits of the human touch. We can now assign value to these touches, understanding what works, over time.

Behind the scenes, this requires a powerful combination of:

  • Lead to Account Matching (L2A)
  • Multi-Touch Attribution Models (e.g. First Touch, Last Touch, Equal Touch, Position-Based, and custom models)
  • Account Journey Tracking

By tracking how deeply the right people at an account engage with your brand, and how accounts move through their buying journey, marketers now have quantifiable ways of tracking progress and performance through a long sales process.

Think of it like this: If marketers are now conductors, orchestrating touchpoints across Marketing, Sales, and Customer Success, then Dash Account Based Attribution is the tuning fork – it ensures you’re playing your melody in harmony and hitting the chords that resonate with your customers.

For more information on ABM Attribution from Engagio, visit engagio.com/attribution

Grant Grigorian
Grant Grigorian
Grant Grigorian is the Director of Product Management at Engagio. Grant is on a mission to help marketers make better business decisions based on data. He believes that bringing more science into the art of marketing makes both marketing and sales more effective, and drives business performance.

2 Responses to “New Dash Account Based Attribution: Know What’s Working and Measure ABM Performance”

September 27, 2017 at 3:38 pm, Brian Hansford said:

I like the approach. MQA ratio, sourced revenue, influenced revenue, opportunity creation, and account acquisition costs would the most valuable, I believe. Custom weighting with multi-touch attribution is important too.

Questions: Will you have machine learning to build custom models for each particular business, based on their workflow? Also, do you have forecasting models based on historical performance?

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October 10, 2017 at 1:37 am, Grant Grigorian said:

Thanks for the comment Brian! Yes, there are many sides to how you could choose to look at the data. That’s one of the challenges in B2B – how to make a solution that can help businesses that are very different from each other, and therefore care about different things.

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