Leads are out (yeah, we said it). How else are you measuring success?
Here at Terminus, we have some serious beef with measurement strategies that still put leads on a pedestal. Over the last few years, we’re seeing that mature, fully baked-out ABM programs have become the dominant source of revenue for organizations—not lead gen.
We believe that you can hit all of your goals without generating a single lead, (and if you need some tips, check out our recent interactive e-book).
But, we want to hear from you! How are you measuring the success of your ABM programs? What are the core metrics you’re tracking and reporting on? (And, if you are still measuring leads, you’re welcome to make your case 😉)
Two of the ways we are measuring success is:
- The overall success of our pipeline: Are target accounts moving further down and/or closing? Are there choke points that we can address via campaigns? What is the success of those campaigns?
- Account awareness: In this, we track our account page views to ad click ratio as compared to a control group. This has been a clear proof of ROI as the targeted accounts do significantly better than the control group.
Love this insight Ken Mafli - control groups are something we always encourage our users to leverage, especially for awareness measurement. Thanks for sharing!1
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