The Latest from the Go-to-Market Experts
May 9, 2017
Flipping Funnels Roundup: How does your ABM measure up?
It’s a brand new month and with a new month comes new opportunities to serve the #FlipMyFunnel community! The big way we’ve chosen to serve our community this month is by focusing on one of the most important elements of account-based marketing. In fact, we’ve even added it as the base of our flipped funnel model. What’s that element? Measurement. Whether you’re an expert on measurement, or don’t have any idea what it means, this month’s roundup is for you. Articles and podcasts from Engagio, Marketo, DiscoverOrg, John Dering of Demandbase, and Kristen Wendel of VersionOne will be sure to steer you in the right direction as to what measurement is and how to incorporate it into your funnel
Engagio’s CEO Jon Miller breaks down measurement into five key metrics. Those being:
In this article, he examines the specific components that constitute the “Reach” category.
- In ABM, you have to reach the people that count, not count the people you reach.
- Use the program metrics “Successes, Coverage, and Focus” to measure how effectively and efficiently your program reaches your target accounts.
“Traditional demand gen has been about reaching more people. However, when we take an account based approach, we want to reach the right people. “ – Jon Miller, CEO at Engagio
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There are an endless number of metrics that marketers can track. However, the ROI yield from monitoring every single metric is will likely be low. Nate Dame, client strategy and thought leadership for Propecta, shares his favorite specific metrics that lead to revenue!
- User intent metrics are a big part of any effective SEO strategy. Reviewing and monitoring these metrics is an important part of identifying where site pages and content is failing to meet users’ needs.
“Knowing what metrics matter—and how to utilize those metrics to prove marketing’s impact on overall business revenue—is crucial for modern marketers.” – Nate Dame, Client Strategy and Thought Leadership at Propecta
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Traditional data health metrics don’t tell the whole story – especially in a world where quality matters more over quantity. Director of Demand Generation at DiscoverOrg, Jenny Campbell, wrote on this subject, the evolution of prospect data, and more!
- Today’s increasingly robust, predictive account-based sales intelligence data requires marketing to think about longer-term consequences of activity and output.
- You don’t know what you don’t know. But accurate, robust data limits unknowns, uncertainties, and assumptions.
“ …limited, inaccurate data is not sufficient to execute an account-based marketing (ABM) plan … or any competitive growth strategy.” – Jenny Campbell, Director of Demand Generation at DiscoverOrg
Sweet Fish Media, a podcast agency for B2B brands, interviewed John Dering of Demandbase for this insightful podcast. As Director of ABM Technology and Strategy, John has a lot of insight on how to measure ABM strategies! In the podcast, he discusses the deeper funnel performance metrics that drive growth and revenue.
- As marketers, our final goal is to drive revenue. We should always be focused on measuring the revenue driving metrics.
- How you view measurement is everything. How you view your metrics is everything. Change your point of view to be looking at your metrics with the right perspective.
“I can’t remember the last time a salesperson asked me how many clicks I got. However, they do ask how our metrics drive our target accounts through the sales pipeline.” – John Dering, Director of ABM Technology & Strategy at Demandbase
Kristen Wendel, Director of Marketing Operations at VersionOne, had some incredible insights this month on how to measure success in ABM. In fact, she was interviewed by the B2B Nation podcast at our very own Revenue Summit!
- From a measurement standpoint, ABM is actually a lot easier than traditional marketing. Report can all be automated rather than following the moving target of MQLs.
“Account-based marketing isn’t new, but a lot of companies are trying to sell up-market and in the enterprise. The only type of marketing that makes sense in those markets is account-based. Although we can’t outspend some of the bigger players in the space, with ABM, you can outsmart them.” – Kristen Wendel, Director of Marketing Operations at VersionOne