How to measure the success of an ABM strategy

Have you ever wondered how to measure the success of an Account-Based Marketing (ABM) strategy?

In an era when companies' general and business managers need concrete results to support their marketing investment, the task of evaluating the success of an ABM strategy can be challenging and overwhelming.

But don't worry, we're here to help!

According to a Statista survey, 70% of B2B marketers consider ABM to be their highest priority strategy.

>>Whatis Account Based Marketing and how does it help you sell more?

Not surprisingly, ABM allows companies the ability to focus on the accounts that are most important to their business and generate a greater impact on purchasing decisions.

However, how can we know if we are getting the desired return on investment (ROI)?

ABM performance measurement

One of the main advantages of ABM is that it allows you to measure the impact of each specific account in the sales cycle.

By tracking interactions with each account, you can understand the level of engagement and assess the likelihood of it converting into a sale.

Practical guide to increase your conversion rate and close more business

Some important metrics to measure the success of your ABM strategy include:

Response rate: How many people in the account have responded to your messages?
Engagement level: How much time have they spent interacting with your content?
Number of scheduled meetings: How many meetings have you had with the account?
Sales cycle time: How long did it take to close the sale?

These metrics may vary depending on the company and its industry, but the important thing is that you take into account the impact that each account has on your business and that you can measure the return on investment (ROI) of the ABM strategy.

The complexity of ABM

ABM can be a complex strategy. That's why at Innova Marketing Solutions, as HubSpot partners, we understand the importance of a well-executed strategy and know how to get the best results.

The key to ABM success is a good segmentation of your accounts and a customized strategy that makes your accounts feel that they are important to your company.

In fact, according to a Forbes study, 84% of B2B marketers who use ABM say it is more effective than any other marketing tactic.

>>Key elementsof a successful marketing strategy for B2B organizations

As Elon Musk once said, "if something is important enough, even if the odds are against you, you should go ahead and do it."

In summary, while measuring the success of an ABM strategy may seem challenging, with the right methodology and the right metrics, it is possible to obtain a significant ROI on every account.

At Innova Marketing Solutions, we are here to help you develop successful ABM strategies and measure the impact on your business.

Don't miss the opportunity to focus on the most important accounts for your company and generate a greater impact on purchasing decisions.

Schedule a call with us to discuss how we can help you achieve your growth objectives.