Measuring the performance and return on investment for your ABM strategy is an important pillar of your ABM Strategy. This lets you validate and highlight the areas of success in your programs, and helps you to pinpoint where you need to make adjustments to your tactics. You need to understand where your accounts are in the funnel in order to determine the right messaging and channels.
For example, if you are seeing success with attracting target accounts to your site but they are quickly bouncing away, website personalization would be a good option to ensure that you are delivering relevant content to accounts when they need it. And when you are seeing improved performance you’ll want to share those results with stakeholders.
Use Demandbase ABM Analytics to focus on business outcomes and report on account-level reach, engagement, and sales outcomes.
Check out these articles on the main tasks you should regularly carry out using ABM Analytics.