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Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
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EP. 62 - You Need To Change How You Track Account Engagement in B2B Marketing With Davis Potter
Manage episode 437940940 series 3597488
Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
In this episode of Scrappy ABM, host Mason Cosby interviews Davis Potter, CEO and founder of ForgeX, an account-based go-to-market research firm. They discuss key metrics and benchmarks for ABM success, why engagement measurement is important but challenging, and tips for modeling engagement in a scrappy way when resources are limited.
Best Moments:
(05:14) Metrics and benchmarks for ABM are difficult because every company defines and measures things differently. There is no standard model or funnel.
(08:11) Engagement can be measured at the account and contact levels. Important to track buying group engagement for open opportunities.
(16:39) Since standard benchmarks don’t exist, compare over time or use a control group rather than trying to compare to industry averages.
(19:34) Marketing, sales, and customer success touches should all be included in engagement modeling. Focus on meaningful interactions.
(23:10) For scrappy marketers, start tracking engagement manually in Excel while proving out the model before investing in more advanced tech.
117 episodes
Share
Manage episode 437940940 series 3597488
Content provided by Mason Cosby. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Mason Cosby or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
In this episode of Scrappy ABM, host Mason Cosby interviews Davis Potter, CEO and founder of ForgeX, an account-based go-to-market research firm. They discuss key metrics and benchmarks for ABM success, why engagement measurement is important but challenging, and tips for modeling engagement in a scrappy way when resources are limited.
Best Moments:
(05:14) Metrics and benchmarks for ABM are difficult because every company defines and measures things differently. There is no standard model or funnel.
(08:11) Engagement can be measured at the account and contact levels. Important to track buying group engagement for open opportunities.
(16:39) Since standard benchmarks don’t exist, compare over time or use a control group rather than trying to compare to industry averages.
(19:34) Marketing, sales, and customer success touches should all be included in engagement modeling. Focus on meaningful interactions.
(23:10) For scrappy marketers, start tracking engagement manually in Excel while proving out the model before investing in more advanced tech.
117 episodes
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Similar to Scrappy ABM
Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
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…
continue reading
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Welcome to the What’s Next! Podcast. I’ve met so many brilliant people as I traveled the globe and have had some fascinating conversations that I’ve wished had been recorded so I could share them with you - this podcast was a way for me to recreate those moments and let you in on some fantastic insights. My current conversations center around one objective: what's next for companies and individuals as they look to innovate and grow. I hope these conversations inspire you as much as they have ...
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