s e s s e c o r M p B III 7 A t e r a h Account analytics P T ABM metrics focus on quality, not Step 1: Track activities Step 2: Match activity to accounts quantity. In this section, we’ll show Track meaningful activities of every person at Using Lead-to-Account (L2A) Matching, connect how to maintain that focus by target accounts. For example: individual lead activity to accounts (see Part IV for introducing the critical concept of more). Get this step right! If you can’t match leads to • Website: Visits by account, using account, you can’t tell which accounts are engaged. engagement minutes, and the key reverse-IP mapping account metrics that matter: coverage, • Marketing automation: Email opens, Step 3: Assign minutes to activities awareness, and most importantly, event attendance, program success, Take each activity and assign a relative number of content downloads, etc. minutes to each. For example: engagement. • CRM: Activities, tasks and campaign membership • 1 minute: Web page visit Engagement Minutes • Email / Calendar: Human email interactions • 2 minutes: Email reply ABM is all about measuring things like awareness (e.g. replies) and meetings • 10 minutes: Content download and engagement. While these are notoriously • 30 minutes: Webinar attendance difficult to measure without expensive surveys, we • 30 minutes: Sales meeting believe that time is a great way to understand and • 120 minutes: Dinner attendance measure awareness and engagement. Do Don’t Before someone spends money with you, • Assign minutes to activities that actually show • Assign minutes to activity you complete. Sent emails they’ll spend time with you. The more time engagement. count as engagement only if the recipient opens them. someone invests, the greater their interest in doing business. • Consider giving higher or lower weight to minutes from • Assign minutes to passive activity like ad impressions. specific personas. For example, you may count CXOs at People actually need to visit your website to be engaged. That’s why we recommend you track ‘Engagement 150% or even 200%. Minutes’ across your accounts. Here’s how. Once your Engagement Minutes are in place, you’re ready to dive into the core ABM metrics: Coverage, Awareness, and Engagement. 110