Measuring campaign success
Key metrics to track when evaluating your ABM campaigns
Once you have your ABM campaign running smoothly, unfortunately, there’s no time to sit back and relax. Your customer’s needs, competitors, and even the market itself are constantly changing, and you must adapt to these changes to stay competitive. However, most of us don’t have unlimited budgets to work with, so we must be selective about where we place our marketing dollars.
This is where the final step of intent-based ABM comes into play – measuring your campaign’s success and impact on your target audience.
Here are some key metrics to keep in mind when evaluating the success of your ABM campaigns:
Your website is your best salesperson – it never sleeps, never takes a vacation, and is often the first resource your target audience
looks to when searching for more information about your products.
One of the best metrics you can use to tell whether or not your ABM campaign is working is to look at a firmographic breakdown of your website traffic to see any changes in high-value traffic volume to your site.
A good indicator that your ABM campaign is working would be to see an increase in traffic and engagement from companies on your target account list or companies that closely match your ICP.
To build and iterate on an effective campaign, you have to know what specific content your target audience wants to consume.
Maybe they prefer webinars, long-form blog
posts, infographics, or charts. Looking at the engagement (views, downloads, etc.) for each type of digital asset across your website will give you valuable insights into what content is resonating the most with your target audience.
From Google to Facebook, online shopping to email, your target accounts are all over the internet.
If you are running a well-orchestrated ABM campaign, you are most likely running display ads, email, social media campaigns, etc., to get your message in front of your audience’s eyes. Much like knowing what content is converting the most buyers, it is equally important to look at each touchpoint to determine which parts of your ABM process are working and which aren’t.
Did more accounts convert after they saw a targeted display ad? After a specific marketing email? Through a social media post?
Insights gathered from intent data will allow you to determine which channels are driving high-value traffic and converting the most.This data will allow you to either move your ad dollars to the channels that are working or determine which ones are underperforming and fix them. //
