Tracking Account Engagement & ROI

Welcome to the latest issue of Funnel Social, your weekly guide to mastering Account-Based Marketing (ABM)

You’re reading the penultimate edition in this series.

If you missed the beginning, you can start from here and catch up on all the previous articles.

And if you haven’t subscribed yet, it’s never too late! I release a new article every week.

This week, I’ll be covering these broad topics, in detail

1. Account Engagement & Progression
2. Revenue & ROI

Account Progression

Metrics to Review:

• Stage Advancement: Track how many accounts moved from one sales stage to another (awareness > consideration > decision).
• Time Spent in Each Stage: Identify accounts stuck in a particular stage or taking too long to move forward.

What it means:

• Scenario 1: Accounts stuck in the awareness stage for an extended period.
• Scenario 2: Accounts progress well initially but stall at the decision stage.

Engagement Increase

Metrics to Review:

• Content Engagement: Review content engagement across email opens, click-through rates (CTR), webinar participation, and social media interactions.
• Frequency of Interaction: Track how often decision-makers engage with your brand over time.

What it means:

• Scenario 1: Low engagement despite high content visibility (e.g., email opens, ad impressions).
• Scenario 2: Initial high engagement followed by a steep drop.

Conversion Success

Metrics to Review:

• Sales-Qualified Lead (SQL) Conversion Rate: Compare the number of engaged accounts that convert into qualified opportunities.
• Meeting-to-Proposal Ratio: Measure how many sales meetings lead to proposals or further engagement.

What it means:

• Scenario 1: High engagement but low SQL conversions.
• Scenario 2: Good meeting conversion but low proposal acceptance.

Revenue Impact

Metrics to Review:

• Revenue Per Account (RPA): Measure the revenue generated from each ABM-targeted account.
• Average Deal Size: Compare ABM accounts’ deal size to those from other marketing channels.

What it means:

• Scenario 1: ABM accounts show smaller deal sizes than expected.
• Scenario 2: High engagement but low immediate revenue.

Long-Term Relationships

Metrics to Review:

• Customer Lifetime Value (CLV): Track the projected lifetime revenue of accounts acquired through ABM efforts.
• Account Retention Rate: Assess the retention of ABM accounts over time.

What it means:

• Scenario 1: Low retention rates of ABM accounts.
• Scenario 2: High retention and long-term value but slow initial growth.

Cost-Effectiveness (ROI)

Metrics to Review:

• Cost Per Acquisition (CPA): Compare the cost of acquiring ABM accounts to other marketing channels.
• Overall ROI: Evaluate the ROI by comparing the total revenue from ABM accounts against the cost of running your ABM campaigns (ads, content, tools, and personnel).

What it means:

• Scenario 1: High CPA with low ROI.
• Scenario 2: Low CPA but high engagement with low revenue.

Keep an eye out for next week's series finale ;)