Building a Data-Driven ABM Foundation

As Account-Based Marketing (ABM) continues to pick up steam, the question of how to implement it quickly and efficiently has become top-of-mind. The promise of ABM is a more precise, focused and efficient approach to B2B marketing and ultimately sales. In order to do that, you need to align your organization, but particularly Sales and Marketing, around both strategic and tactical efforts.

As most of us know, the best way to get everyone on the same page is data. So it follows that the key foundation of your ABM strategy must be the analytics that define how you’ll set your goals and measure your success. As our VP of Sales, Gabe Rogol, pointed out in LinkedIn Pulse post last week, the most effective way to get started quickly is to “immediately graft ABM directly into your digital marketing DNA by tying ABM into your Web Analytics.”

Essentially, what you want is a view of your web analytics that encompasses account-level account attributes such as account name, industry, revenue, company size, buying stage, etc. Then, you’ll need to define the big buckets – or key reports – you want to use to for analysis.

If you’re not in the mood to define those buckets yourself – fear not. Gabe’s post “The Three Pillars of ABM Analytics” covers in detail how to create, analyze and leverage three critical account-based data sets:

1) Account-Based Channel Measurement
2) Account-Based Consumption Measurement
3) Account-Based Identification of Sales Opportunities

The account-based lens is critical because as Gabe explains:

Only 5-10% of traffic converts, and only 1-3% becomes Sales Accepted Leads. This leaves 90+% of your traffic as anonymous, which means you’re spending your digital marketing dollars on driving traffic that may or may not be coming from important accounts, you’re spending in opposition to the tenets of ABM.

No matter how many times we hear that, it’s always disheartening. If you’re ready to tighten your funnel with ABM, learn how to jump start your data-driven approach and check out the rest of The Three Pillars of ABM Web Analytics.