The new metrics for Account Based Marketing (cont’d) Engagement Analytics Journey Analytics Think about what matters to Sales. Reps want While revenue is the holy grail of metrics, ITSMA on ABM analytics relationships with the right people at the right measuring ABM also requires leading indicators to accounts. They want decision-makers to know show progress during long sales cycles. To achieve According to the ITSMA, ABM metrics cover who your company is when they call. this, define stages of the account journey towards three categories: outcomes you care about, and measure funnel Hence, engagement analytics measure dynamics using the key metrics of balance, flow, Relationships: deeper account penetration. relationship quality, not quantity. They answer the conversion, and velocity. These leading indicators question: Are we creating and deepening show when, how and why target accounts become Reputation: perception and / or education relationships with target accounts? aware, engaged, qualified, closed, and more. about offering and capabilities. Attribution Analytics Revenue: pipeline and specifically identified ABM practitioners use attribution analytics to identified sales opportunities. measure the return on their marketing investments and make better decisions about budget allocation. Source: ITSMA and ABM Leadership Alliance, 2017 By investing in the highest-performing programs, they maximize overall return by answering one fundamental question: ‘Did my programs lead to more revenue?’ Type Metric Description Engagement Account relationships Am I creating and deepening relationships with target accounts? Journey Outcomes How do accounts move through buying journeys towards desired outcomes (pipeline, revenue)? Attribution ROI What is the ROI on my marketing programs? The right ABM metrics. 109