Measurement Matters: How to Get More From Account-Based Marketing

Account-based marketing ( ABM) has become a popular tactic among B2B marketers as it provides relevance and value to buyers at the right time. A recent survey of 312 B2B marketers found that businesses are committed to using ABM as a revenue-driving strategy, but less than half of those using ABM platforms reported a strong ROI. To ensure success, marketers should consider a comprehensive and cross-channel B2B measurement solution to fill capability gaps and prove the value of their ABM efforts.

Forrester defines ABM as "a strategy through which marketing and sales jointly obsess over how to pursue, establish, and grow long-term, highly engaged revenue relationships with specific customer accounts." Measurement solutions are specialized applications that measure the business impact of B2B campaigns and programs across multiple channels and dimensions. These solutions provide marketers with the tools to generate meaningful results such as an increase in pipeline and average deal size, as well as boosts in successful cross-sell and upsell opportunities.

Data connectivity, tracking and optimizing campaigns across multiple channels, and managing and monitoring data governance and privacy are all key elements to successful ABM. As the pressure to deliver strong business benefits increases, decision-makers are investing more in B2B marketing measurement solutions. This can help marketers prove performance and accelerate out of the recession.