Measuring and Optimizing ABM Campaigns: Expanded

We talked about measuring and optimizing your ABM strategies in the ABM Study Key post, but we didn’t really go into too many details about the whole thing. Sure, we did talk about a few KPIs to take note of throughout the ABM funnel, and we gave some general advice on the mindset you need to tackle this challenge, but we didn’t give you any specifics. Let’s rectify that:

About Target and Engaged Accounts:

Target Accounts — this one’s not too bad, just count how many accounts you’ve got on the list! Whether you’ve got thousands if you’re going after a more generalized set of criteria, or just a few, really good companies, it’s important to make sure you prioritize tight segments you can tailor to specifically.?

Among the things you can do in keeping with these priorities are content audits — where you appraise the audience your content currently appeals to, run multiple campaigns at different levels of tailoring or personalization — maybe even with different investments put into them, and leveraging intent data — where you keep target accounts flowing in and out campaigns based on the different intent signals they demonstrate.?

Engaged Accounts refer to the ones that interact with the content you put out, whether that’s your personalized website or fancy-looking email. This conversation rate is pretty finicky and unpredictable, so the most important thing to learn when it comes to this is getting to know the factors involved in causing engagement rates to fluctuate.

Sometimes, your ad vendor just isn’t doing so well, and their match rates plummet. Maybe your design’s looking on point, maybe it isn’t. Other times, you’re trying to engage with too big a list of people at the expense of a tailored experience, or you’re not putting enough of your attention on the places the average white collar spends most of their time on.?

About Opportunities:

These are the accounts that have gone through all the engagement and come out the end looking like a revenue opportunity just waiting to happen. This one’s a bit harder to optimize, as it almost always involves some sort of intervention from members of your sales team, but there are ways you can help them out.

A big part of helping out sales is giving an account some incredibly personalized and immersive array of experiences that, on top of keeping a customer engaged and catered to, provide the sales team with much-needed data on website visit patterns that tell you which of your solutions an account is interested in, or whether you’ve already established relationships with a visitor’s colleagues for an introduction. On top of this, making sure you know what exactly counts as an “engaged” account is important — after all, if you clicked on an ad once, whether it be on accident or because the content seemed mildly interesting, would you say you were engaged?

Winning and Winning Faster:

It’s only a given that you’re gonna wanna know when you’ve closed a deal, after all — it’s this info that tells you whether or not you’ve been ultimately successful. Whether or not you’ve been able to achieve your goal, or if the endeavor was profitable — they’re all pretty important, but they’re not everything.

For starters, you could be winning these deals faster. “Pipeline Acceleration,” as you’ve no doubt heard from sales circles, is important! Even if a few days shaved off the whole process might not seem like much, in the context of any campaign that difference adds up. That time saved is essential, and by the end of it all your team will be grateful to have entire weeks of extra time to make more sales — and that’s valuable!

This is by no means a comprehensive list of optimizations — every organization and campaign is different, and as such, it only stands to reason that these suggestions might not be exactly what you need. You’ll find that raising those win rates comes with tweaking everything that led up to that point, so start small and remember that it all adds up.?

Nothing worth doing is ever easy, and if there was anything we could attest was worth doing, it’s ABM. So get to our website and learn more about it: https://www.effiqs.com