Episode 111: How to measure ABM and demand gen across the full funnel journey
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How to measure ABM (account-based marketing) and demand gen across the full funnel
1. ๐๐ฟ๐ฎ๐ป๐ฑ ๐ฎ๐๐ฎ๐ฟ๐ฒ๐ป๐ฒ๐๐ ๐ฎ๐ป๐ฑ ๐ฑ๐ฒ๐บ๐ฎ๐ป๐ฑ ๐ด๐ฒ๐ป๐ฒ๐ฟ๐ฎ๐๐ถ๐ผ๐ป.
- Increased website visits from target accounts
- Pricing/demo visits by target accounts
- Total time spent and repetitive visits by target accounts
- Increased sign-ups to webinars/field events by target + repetitive visits
- Newsletter sign-ups by target accounts
We call them engaged accounts (or MQLs) that should be transferred to ABM playbooks, including:
- Account qualification
- Account research
- Accounts in warm-up play
๐ข๐ป๐ฒ ๐บ๐ผ๐ฟ๐ฒ ๐๐ฎ๐ ๐๐ผ ๐บ๐ฒ๐ฎ๐๐๐ฟ๐ฒ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ฎ๐๐ฎ๐ฟ๐ฒ๐ป๐ฒ๐๐ ๐ถ๐ ๐ฏ๐ ๐น๐ผ๐ผ๐ธ๐ถ๐ป๐ด ๐ฎ๐:
- Sales see a higher reply rate
- Increased media invites (podcast interviews, gigs, etc) for key stakeholders
- Increased brand traffic
- Increased mentions in listings like "The top / the best company..."
- Increased brand mentions recommending your product on social and in the communities
2. ๐๐ฒ๐บ๐ฎ๐ป๐ฑ ๐ฐ๐ฎ๐ฝ๐๐๐ฟ๐ถ๐ป๐ด ๐ฎ๐ป๐ฑ ๐ฎ๐ฐ๐๐ถ๐๐ฎ๐๐ถ๐ผ๐ป.
Look at:
Account penetration
- Sales opportunities (SQLs)
- Win rate
- Net new revenue
- Sales cycle length
- ACV
- Self-reported attribution
3. Expansion.
- # of case studies created
- # of new licenses sold
- LTV growth
- ACV growth
- Total expanded revenue
---
Ultimately, you need to connect the dots and present the revenue report.
This is the only thing your executives care about.
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Dan Cafiero ะพn Linkedin: https://www.linkedin.com/in/stapho/
…
continue reading
How to measure ABM (account-based marketing) and demand gen across the full funnel
1. ๐๐ฟ๐ฎ๐ป๐ฑ ๐ฎ๐๐ฎ๐ฟ๐ฒ๐ป๐ฒ๐๐ ๐ฎ๐ป๐ฑ ๐ฑ๐ฒ๐บ๐ฎ๐ป๐ฑ ๐ด๐ฒ๐ป๐ฒ๐ฟ๐ฎ๐๐ถ๐ผ๐ป.
- Increased website visits from target accounts
- Pricing/demo visits by target accounts
- Total time spent and repetitive visits by target accounts
- Increased sign-ups to webinars/field events by target + repetitive visits
- Newsletter sign-ups by target accounts
We call them engaged accounts (or MQLs) that should be transferred to ABM playbooks, including:
- Account qualification
- Account research
- Accounts in warm-up play
๐ข๐ป๐ฒ ๐บ๐ผ๐ฟ๐ฒ ๐๐ฎ๐ ๐๐ผ ๐บ๐ฒ๐ฎ๐๐๐ฟ๐ฒ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ฎ๐๐ฎ๐ฟ๐ฒ๐ป๐ฒ๐๐ ๐ถ๐ ๐ฏ๐ ๐น๐ผ๐ผ๐ธ๐ถ๐ป๐ด ๐ฎ๐:
- Sales see a higher reply rate
- Increased media invites (podcast interviews, gigs, etc) for key stakeholders
- Increased brand traffic
- Increased mentions in listings like "The top / the best company..."
- Increased brand mentions recommending your product on social and in the communities
2. ๐๐ฒ๐บ๐ฎ๐ป๐ฑ ๐ฐ๐ฎ๐ฝ๐๐๐ฟ๐ถ๐ป๐ด ๐ฎ๐ป๐ฑ ๐ฎ๐ฐ๐๐ถ๐๐ฎ๐๐ถ๐ผ๐ป.
Look at:
Account penetration
- Sales opportunities (SQLs)
- Win rate
- Net new revenue
- Sales cycle length
- ACV
- Self-reported attribution
3. Expansion.
- # of case studies created
- # of new licenses sold
- LTV growth
- ACV growth
- Total expanded revenue
---
Ultimately, you need to connect the dots and present the revenue report.
This is the only thing your executives care about.
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Dan Cafiero ะพn Linkedin: https://www.linkedin.com/in/stapho/
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