Our recent #FlipMyFunnel Tweet Chat was the last one for #MeasurementMay and it did not disappoint!
The conversation focused on best practices for account-based marketing (ABM) reporting and what that process looks like from an internal perspective.
Check out our favorite moments and insights below:
Let's go!
Q1: How do you communicate your metric success/progress to your team or organization? #FlipMyFunnel (weekly emails, sprints) pic.twitter.com/00Vhu4AeWS— FlipMyFunnel (@FlipMyFunnel) May 25, 2017
A1: I extract data from @Engagio and add it to our ABM dashboard. I also sync data from Engagio to an SFDC dashboard
— Kristen Wendel (@kewendel) May 25, 2017
A1: We review metrics daily at #FlipMyFunnel and we send a weekly email update to the rest of the organization. https://t.co/IErPI1lMN5
— Nikki Nixon (@techmarketeratl) May 25, 2017
A1: The #FlipMyFunnel team checks in daily and sends a weekly update to report on what’s happening with our progress!
— Brianna Carissa Watts (@BriannaCWatts) May 25, 2017
Q2: What are the prerequisites for measuring #ABM successfully? #FlipMyFunnel pic.twitter.com/W4Y97CkjKH
— FlipMyFunnel (@FlipMyFunnel) May 25, 2017
Level set on what success looks like. Define leading indicators to ensure actions impact your goals. Have the right tech stack to measure.
— Mike Sanchez (@MikeASanchez) May 25, 2017
A2: You have to have the right tools in place. You can’t expect your lead-based tools to measure ABM. #FlipMyFunnel https://t.co/eK9wIHngkZ
— Nikki Nixon (@techmarketeratl) May 25, 2017
A2: Clean data is a major 🔑! Can't measure efficiently without having your data as precise as possible. #FlipMyFunnel https://t.co/hzozxjVZcO
— Brianna Carissa Watts (@BriannaCWatts) May 25, 2017
Q3: What tools would be most beneficial for early adopters of #ABM measurement/metric reporting? #FlipMyFunnel pic.twitter.com/dIjAIzXBey
— FlipMyFunnel (@FlipMyFunnel) May 25, 2017
A3: I think @fc_insights @insightsquared @BrightFunnel @Engagio @BrightFunnel @bizible are all great options. #FlipMyFunnel https://t.co/ZLFsaajk94
— Nikki Nixon (@techmarketeratl) May 25, 2017
Q3! @Bizible of course! 😀 #flipmyfunnel https://t.co/t5WIQhtchm
— Dave Rigotti (@drigotti) May 25, 2017
Q4: What tools would be most beneficial for more advanced practitioners of #ABM measurement/metric reporting? #FlipMyFunnel pic.twitter.com/Oe1xQC3doq
— FlipMyFunnel (@FlipMyFunnel) May 25, 2017
A4: Most important tool is your people. If you have a solid #MarketingOps person, they can help you really solid reporting. #FlipMyFunnel https://t.co/YxdSIm4mNa
— Sangram Vajre (@sangramvajre) May 25, 2017
A4: account orchestration, digital targeting, web personalization, #ABM #FlipMyFunnel https://t.co/JHClGCNW2O
— Jessica (@JFayeSF) May 25, 2017
Last question!
Q5: What are some false metric indicators or vanity metrics that are useless for #ABM reporting? #FlipMyFunnel pic.twitter.com/faPn91O8xS— FlipMyFunnel (@FlipMyFunnel) May 25, 2017
A5: Eyeballs and Impressions, hands down. Accounts need to actually do something to count for engagement #FlipMyFunnel https://t.co/Sxy0iBRVkX
— Nikki Nixon (@techmarketeratl) May 25, 2017
Make sure to join us next Thursday (and every Thursday after that) at 2 PM EST for another round of engaging conversation on Twitter!
