KPI pemasaran berasaskan akaun

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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.

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What are the key KPIs for successful account-based marketing (ABM)?

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:

• Engagement metrics: Time spent by the target accounts on your website, interaction with emails (open and click-through rates), and engagement with content and social media. These metrics are pivotal as they indicate the level of interest and interaction each account has with your brand.

• Pipeline metrics: Number of opportunities created, the conversion rate of accounts into opportunities, and the progression of these opportunities through the sales funnel. This shows how effectively ABM strategies are moving target accounts towards a sale.

• Win rate: The percentage of deals closed from the targeted accounts. This is critical for understanding the effectiveness of ABM strategies in converting high-value targets into customers.

• Account retention and expansion: Measures the success of not only retaining customers post-sale but also expanding their accounts through cross-selling and upselling. This KPI is vital for understanding the long-term value of ABM strategies.

• Return on investment (ROI): Calculated by comparing the revenue generated from ABM campaigns against the costs associated with them. ROI helps in quantifying the financial effectiveness of ABM initiatives.

• Customer lifetime value (CLV): The total revenue expected from a target account over the duration of their relationship with your company. ABM often aims to increase CLV by fostering deeper, more profitable relationships.

Why is it important to track account-based marketing KPIs?

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Tracking ABM KPIs is crucial because:

• Focus on ROI: ABM typically involves significant investment in targeted strategies, and monitoring KPIs ensures that these investments are yielding adequate returns.

• Strategic decision-making: Data from KPIs guide strategic decisions, helping marketers to fine-tune tactics for better engagement and conversion of key accounts.

• Proof of value: In business environments where justifying marketing spend is critical, KPIs provide the necessary evidence to support the continued or increased investment in ABM strategies.