The Latest from the ABM Experts
December 15, 2016
How to Measure Account-Based Marketing Success with Terminus
Written by Joel Garcia
Category: Account-Based Marketing
Measuring success with account-based marketing requires a new set of metrics.
In order to measure success with Terminus, B2B marketers must take a different approach than they do with other forms of digital advertising. Instead of focusing on traditional lead-based metrics such as net new leads and form fills, success with Terminus is defined by taking an account-based marketing approach, which means measuring influence on pipeline and revenue. This guide will help you better understand what success with Terminus looks like and how to measure it within your organization.
What to Measure with Terminus
The Big Three: Progression Rate, Pipeline Velocity, and Revenue
While there are many different kinds of Terminus campaigns you can run, each with their own goals and metrics, all of those metrics contribute in some way to the three overarching goals of ABM:
- Progression rate: Did a higher percentage of target accounts progress to the next positive stage in the pipeline?
- Pipeline velocity: Did Terminus help move accounts through the sales cycle quicker, enabling your team to close deals faster?
- Revenue: Did Terminus impact pipeline velocity and progression rate in a way that helped generate more revenue?
These metrics will take time to show results, which is why you’ll need to commit to an ABM program — Terminus included — for a long enough period of time be able to measure success. We recommend running Terminus campaigns for at least the length of your sales cycle before you begin measuring their effectiveness.
Download the full guide to see examples of specific metrics and KPIs you can use to track success with Terminus.
Metrics to Avoid When Measuring Terminus Campaign Performance
When our customers implement Terminus campaigns, we want to set the right expectations up front. Because we are an account-based marketing platform, Terminus does not translate to traditional “lead-based” goals and metrics. While these metrics may indicate success for other marketing campaigns outside of Terminus, here are a few metrics that should not be used to track the success of Terminus campaigns:
- Net new leads generated
- Form fills, conversions on your website
- Traditional ad metrics such as clicks, CTR, CPC, or CPM. (These metrics are still indicators of engagement and shouldn’t be disregarded completely, though should not be indicators of success.)
Why should you avoid these metrics?
Display advertising is not an ideal channel for lead generation, and Terminus is not a lead acquisition tool. Terminus ads are used to influence and engage decision makers at your target accounts and should not be used in a silo all by themselves. When used in tandem with other marketing activities, as well as with sales outreach, they will have a huge impact on those other channels. They’ll also generate an overall increase in engagement that positively impacts revenue.
If you’d like more information on measuring Terminus campaigns and connecting those results to success, download the full guide: How to Measure Success with Terminus. You’ll find use cases from three Terminus customers who have seen success with Terminus campaigns in their ABM strategy. You’ll also learn how to test effectiveness, measure success, and utilize the Terminus dashboard to understand the impact of your efforts.