Thank you to everyone who participated in our recent weekly #FlipMyFunnel Tweet Chat!
We had an incredible discussion around the hot topic of measurement, specifically measurement and metric challenges. There were some great insights on customer retention, ROI, engagement, and more.
Check out our favorite moments and insights below:
Alright, let's get started!
Q1: What metrics do you use to track or monitor customer retention rate with #ABM? #FlipMyFunnel pic.twitter.com/cwQQGTjsDZ— FlipMyFunnel (@FlipMyFunnel) May 18, 2017
A1: We find that a customer on our target account list spends on average 5x more and is 7x less likely to churn. #FlipMyFunnel #ABM
— Jessica (@JFayeSF) May 18, 2017
A1 – looking at things like #NPS, #CSAT, #CES, recurring rev, CLV, customer loyalty activity, etc. #FlipMyFunnel
— Sue Duris (@SueDuris) May 18, 2017
Do the metrics change with abm? I'd argue churn cohort analysis nps remain important! #FlipMyFunnel https://t.co/H0cU8azLFI
— Riaz Kanani (@riazkanani) May 18, 2017
With #SaaS companies, it's all about recurring revenue!! #FlipMyFunnel https://t.co/8gZ0eKwKUm
— Sue Duris (@SueDuris) May 18, 2017
Q2: What does ROI look like for your #ABM campaigns? #FlipMyFunnel pic.twitter.com/hatEHsXfdH
— FlipMyFunnel (@FlipMyFunnel) May 18, 2017
A2: Oh gosh. Well, closed deals aka $$$ for one. Pipeline acceleration for two. #flipmyfunnel
— Asia Orangio ✨ (@AsiaOrangio) May 18, 2017
A2: There’s so many. Closed/Won revenue, pipeline acceleration, saved customers, & more. #FlipMyFunnel
— Sangram Vajre (@sangramvajre) May 18, 2017
A2: ROI to us is pretty literal — revenue/cost. However we also include product & sales COGs in cost, not just marketing. #flipmyfunnel https://t.co/fU7CDAau1X
— Dave Rigotti (@drigotti) May 18, 2017
Q3: How do you make sure your target audience takes the desired action of your campaign? #FlipMyFunnel pic.twitter.com/tKU8Lrh7tr
— FlipMyFunnel (@FlipMyFunnel) May 18, 2017
Personalized content is key; look at how popular 1-on-1 email outreach is.
Another great stat by @FlipMyFunnel pic.twitter.com/JDIzUDM6nn
— EngageBay (@engagebay) May 18, 2017
A3: by getting the story right for that account. Doesn't always happen the first time/even so can always be improved. #flipmyfunnel https://t.co/UWd9LjIUZA
— Riaz Kanani (@riazkanani) May 18, 2017
A3: Do your homework to truly engage the account – specific challenges and wins are great places to start #flipmyfunnel
— Matt Benati (@mattbenati) May 18, 2017
A3: It’s super important to define your goals of a campaign up front and involve key stakeholders in the organization. #FlipMyFunnel
— Sangram Vajre (@sangramvajre) May 18, 2017
A3 You must start early with a joint #CustomerSuccess and #CX effort that custs want. Starting on the right foot is key. #FlipMyFunnel #ABM https://t.co/GaPdWyyVCB
— Sue Duris (@SueDuris) May 18, 2017
Q4: How do you deal with low engagement rates with your target audience? #FlipMyFunnel pic.twitter.com/DjLyB2YRKd
— FlipMyFunnel (@FlipMyFunnel) May 18, 2017
A4: Have an executive reach out. Sometimes that C-level outreach can make all the difference to another C-level exec. #FlipMyFunnel
— Sangram Vajre (@sangramvajre) May 18, 2017
A4: If the ABM campaign has low engagement rates that means back to the drawing board to understand personas better. #ABM #FlipMyFunnel https://t.co/mlgO3aBpfx
— Jessica (@JFayeSF) May 18, 2017
A4: You might not have spent enough time in the Identify stage. If you don’t get that right, all other efforts will fail. #FlipMyFunnel
— Nikki Nixon (@techmarketeratl) May 18, 2017
Either you're not saying the right thing or you're not in the right spot. Invest in understanding your target before expecting engagement. https://t.co/EGxvJGI6G2
— Jamie Kirmess (@JamieKirmess) May 18, 2017
Survey like customers similar to your target audience to improve messaging. A/B test and look for areas of optimization. #flipmyfunnel
— Mike Sanchez (@MikeASanchez) May 18, 2017
Last question!
Q5: At what point of an #ABM campaign do you know it's time to shift gears? #FlipMyFunnel pic.twitter.com/I9KWq3Nk6e— FlipMyFunnel (@FlipMyFunnel) May 18, 2017
A5 2/2: If it's not significant – how do we improve? We also rely on sales' anecdotes because of the tight alignment ABM requires
— Tabitha Adams (@tneather) May 18, 2017
A5: Listen to feedback from your sales and CS teams. If it’s not working for them, then it might be time to pivot. #FlipMyFunnel
— Sangram Vajre (@sangramvajre) May 18, 2017
#flipmyfunnel pic.twitter.com/LZJS09KnZD
— Cloud10Marketing☁️ (@Cloud10Mktg) May 18, 2017
What a great discussion surrounding #ABM and #measurement! If you want to learn more about how to deal with low engagement rates, how to get the best ROI, when you should look to pivot, and more, check out our Ultimate Guide to ABM and make sure to join us next Thursday at 2PM EST for our weekly #FlipMyFunnel Tweet Chat!
