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How to measure ABM (account-based marketing) and demand gen across the full funnel


1. 𝗕𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗮𝗻𝗱 𝗱𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻.


- Increased website visits from target accounts
- Pricing/demo visits by target accounts
- Total time spent and repetitive visits by target accounts
- Increased sign-ups to webinars/field events by target + repetitive visits
- Newsletter sign-ups by target accounts


We call them engaged accounts (or MQLs) that should be transferred to ABM playbooks, including:


- Account qualification
- Account research
- Accounts in warm-up play


𝗢𝗻𝗲 𝗺𝗼𝗿𝗲 𝘄𝗮𝘆 𝘁𝗼 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝗯𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗶𝘀 𝗯𝘆 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗮𝘁:


- Sales see a higher reply rate
- Increased media invites (podcast interviews, gigs, etc) for key stakeholders
- Increased brand traffic
- Increased mentions in listings like "The top / the best company..."
- Increased brand mentions recommending your product on social and in the communities


2. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗰𝗮𝗽𝘁𝘂𝗿𝗶𝗻𝗴 𝗮𝗻𝗱 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻.


Look at:

Account penetration
- Sales opportunities (SQLs)
- Win rate
- Net new revenue
- Sales cycle length
- ACV
- Self-reported attribution



3. Expansion.
- # of case studies created
- # of new licenses sold
- LTV growth
- ACV growth
- Total expanded revenue
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Ultimately, you need to connect the dots and present the revenue report.
This is the only thing your executives care about.


RESOURCES

On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c

Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl

Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

Upcoming events: https://lu.ma/fullfunnel/events

Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Dan Cafiero оn Linkedin: https://www.linkedin.com/in/stapho/