This guide to measuring ABM is for marketers who have already started their ABM journey, but who aren’t sure how to prove its success within their department. It contains detailed advice about the ways in which ABM differs from traditional marketing techniques such as demand generation, and what this means in terms of measurement.
- Understand the differences between ABM and other marketing techniques.
- Prove the value of ABM to your superiors and your department.
- Ensure your ABM programme is designed for long-term success.
Here is a taster of some of the guide’s best bits:
"Marketing metrics that only measure the creation of new leads and opportunities are not sufficient"
1 – The basics of traditional marketing measurement don’t apply to ABM
2 – Critical implications
3 – So, what should we measure in ABM?
4 – Conclusion: Putting it into practice
