According to the 2016 State of ABM by SiriusDecisions, the number one goal for ABM in 2016 is increasing revenue. Goals are only effective when they are measurable, so account-based marketers need to understand how to measure their ABM efforts in terms of revenue. Capturing the account-based nuance in your revenue measurement is essential to scaling and proving the value of ABM. In this session, I will discuss how ABM measurement differs from demand gen measurement – from measuring revenue on an account-basis, to engagement and attribution.

1. Demystifying ABM Metrics
Dave Rigotti
Head of Marketing
Bizible

2. 2
About
B2B marketing
attribution to “make
every marketing
dollar profitable”

3. 3
ABM Measurement Challenges
What are your biggest challenges with ABM
measurement & optimization?

4. 4
ABM Measurement Challenges
What is the primary metric you use to measure ABM
success?

5. Indicators vs Goals

6. 6
Indicators vs Goals

7. How do you achieve the goal?

8. 8
Triangle of Success

9. 9
Triangle of Success
ACTION

10. 10
Triangle of Success
ACTION
RESPONSE

11. 11
Triangle of Success
ACTION
RESPONSEOUTCOME

12. 12
Triangle of Success
ACTION
RESPONSEOUTCOME

13. 13
Action
=

14. 14
Action
=
CTR
Conversion Rate
Net New
Accounts /
Contacts
Marketing
Touchpoints

15. 15
Response
=

16. 16
Response
=
Account
Engagement
Scores
Marketing
Qualified Accounts
(MQAs)
Opportunities,
Pipeline, etc

17. 17
Outcome
=

18. 18
Outcome
= Revenue

19. Attribution Modeling

20. 20
Attribution Modeling
100% 0% 0% 0%
Closed DealFirst Touch Lead Creation Opp Creation

21. 21
Attribution Modeling

22. 22
Attribution Modeling

23. 23
Attribution Modeling

24. 24
Attribution Modeling

25. 25
W-Shaped Attribution
10%
Other touchpoints
30% 30% 30%

26. 26
Full-Path Attribution
10%
22.5% 22.5% 22.5% 22.5%
Other touchpoints

27. Recap

28. 28
Recap
§ Focus on the goal of marketing;
Other metrics are important but
won’t win you the fishing
contest
§ Use engagement as a leading
indicator for success
§ Do multi-touch measurement
and reporting
Champion of the
2016 GEICO Bassmaster Classic

29. Thank you!
@drigotti
dave@bizible.com