CHAPTER 3 Tools Used to Measure ABM ABM Program and Target Accounts CRM tools (65%) and Marketing Automation systems Organizations who are confident in their ICPs compared (44%) are most frequently used to measure ABM success, to those who are not confident experienced dramat- followed by Engagio’s purpose-built ABM platform (28%). ically better success - 68% higher account win rates, according to a study by analyst firm, TOPO. What are you currently using for the measurement of your ABM efforts? How many total target accounts do you currently have? CRM 65.43% Marketing Automation 43.83% 101-500 (16.54%) 510-1,000 (11.54%) Engagio 28.40% ㄓㄓ5,000+ (15.54%) 11-50 (8.08%) Excel 24.07% N/A (16.54%) 51-100 (16.54%) Tableau 14.20% 101-500 (16.54%) 0-10 (6.54%) Other 13.58% Bizible 8.33% LeanData 3.70% When it comes to overall number of target accounts, BrightFunneI 3.09% companies vary widely in their selection Full Circle Insights 2.16% 0% 18% 35% 53% 70% CRM is the most frequently used tool to measure ABM ABM TACTICS AND DETAILS 22