Measuring ABM Best Practice Guide

This guide has been put together to help all B2B marketers understand why ABM is different, and what this means in terms of measurement


Once you’ve started to use account-based marketing (ABM) to engage your most important accounts, as with any marketing technique, you’ll have to start proving that it works. Measuring your ABM programme in the right way is crucial if you want to guarantee its long-term success, as it will not only help you to win trust within your business, but also help you to understand how to improve it along the way.

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.

This guide will help you:

  • 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"

A look inside

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