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Account-based marketing (ABM) KPIs are specialized metrics that businesses use to measure and evaluate the effectiveness of their ABM strategies, which focus on targeting and engaging specific high-value accounts rather than broader market segments.
ABM is a strategic approach that aligns marketing and sales efforts to deepen engagement with particular accounts, offering tailored solutions and personalized interactions designed to maximize the value of each account. Given its focused nature, ABM requires distinct KPIs to accurately assess the impact and return on investment of these targeted efforts.
Account-based marketing (ABM) is a strategic approach that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account. Given its focused nature, ABM relies on specific KPIs to measure success:
These KPIs can significantly refine ABM strategies in several ways:
Tracking ABM KPIs is crucial because:
A company should begin focusing on ABM KPIs as soon as the strategy is implemented. Early monitoring allows for quick adjustments and helps establish baseline data for future comparison. As ABM strategies evolve, continuous monitoring will provide the ongoing insights needed to maximize effectiveness and ROI.
Resources for understanding ABM KPIs can be found through:
These are short surveys that can be sent frequently to check what your employees think about an issue quickly. The survey comprises fewer questions (not more than 10) to get the information quickly. These can be administered at regular intervals (monthly/weekly/quarterly).
Having periodic, hour-long meetings for an informal chat with every team member is an excellent way to get a true sense of what’s happening with them. Since it is a safe and private conversation, it helps you get better details about an issue.
eNPS (employee Net Promoter score) is one of the simplest yet effective ways to assess your employee's opinion of your company. It includes one intriguing question that gauges loyalty. An example of eNPS questions include: How likely are you to recommend our company to others? Employees respond to the eNPS survey on a scale of 1-10, where 10 denotes they are ‘highly likely’ to recommend the company and 1 signifies they are ‘highly unlikely’ to recommend it.
