[and attribute every outcome]
Success is measured in engagement and sales, not leads. Define engagement metrics to quantify success, including:
Coverage: how many accounts did you reach? Awareness: are the target accounts aware of your company and its solutions? Engagement: did the right people at the account spend time with your content, and is that engagement going up over time? Program impact: did their engagement result in interaction? Influence: how are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values and total revenue.
Learning: Consider longer term programs rather than big spend tactical campaigns. This will drive lasting sales impact.
How we help Whether using our own marketing platform (or supporting you with your), ALIAS rigorously tracks every engagement and outcome. This not only allows us to attribute every sale but also to monitor and validate every programme and tactic, adjusting in real-time where necessary.