Measuring Success and Optimizing ABM Campaigns

1. Measuring Success and Optimizing Campaigns The Iterative Keys to ABM Domination www.salesmarkglobal.com

2. Introduction When it comes to Account-Based Marketing (ABM), the metric shows paramount importance as tailored outreach is the name of the game. However, merely measuring the outcomes is not sufficient. If you want to take your ABM performance up a notch, you have to be an optimization champion. That is why these two ideas cannot be addressed separately and are closely connected. www.salesmarkglobal.com

3. Metrics: The Compass That Guides Optimization • Suppose you are standing at the helm of a ship in a thick fog. As it is said, ‘If you do not know where you are going, then you don’t have to worry because chances are, you will end up in the wrong place. • Likewise, ABM campaigns require key metrics to steer with. Below are metric goals, they are the guiding North, of optimization: www.salesmarkglobal.com

4. Engagement Rate Website Visit Depth Conversion Rate • The ultimate KPI – or, how many of the target accounts turn into active users. That is why the call- to-action button, A/B testing, and offer personalization can really change the conversion rates for the better • Records the extent to which contacts interact with your website. Further investigation can be reached by optimizing landing pages depending on their focused content based on each account. • Measures the effectiveness of the Outreach in engaging with target accounts. This means that even the content or the form of creatives used in the email can have a huge difference when tested against each other. www.salesmarkglobal.com

5. Continuous Optimization: The Fuel for Growth While metrics offer a wealth of information, it is optimization that drives lasting improvement. This is where A/B testing comes into the picture. Thus, if you try various elements of the campaign and observe the response of the target audience, you’ll be able to figure out what works. www.salesmarkglobal.com

6. The ROI Rocket Fuel: Progressive enhancement Sustaining this activity is the essence of winning ABM campaigns. Using data about A/B tests and campaign results, you can improve your practice every time you run a new campaign. • 4 3 Consider this real-world case study, for instance, Salesforce, a well-known CRM company, employed ABM techniques to pursue specific sectors within their target market. • 2 By continuously monitoring this, they found out that the legal departments of these industries had the highest engagement with content types that are geared toward data security and compliance. • 1 Essentially, Salesforce then adapted its content to focus on these issues, developing specific resources to tackle these concerns. This led to a boost in the quality of leads from the legal segment by 35 percent. • www.salesmarkglobal.com

7. Thank you! www.salesmarkglobal.com info@salesmarkglobal.com www.salesmarkglobal.com