Brands could identify account-level metrics to plan future account-based marketing campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 16, 2019, 6:56 AM UTC

One aspect to measure is the total revenue being generated from new accounts.

This article suggests steps brands can take to measure the results of their account-based marketing (ABM) strategies. Such measurement can help improve the impact of account-based experiences (ABX).

In the awareness stage, brands could assess the impressions and click-through rates being generated by advertising. Metrics informed by analysing customer engagement with social media activity and web personalisation efforts can help identify areas that need to be optimised.

It can also help evaluate the accounts that can be moved down the marketing funnel. Further, brands must identify the accounts that are engaging repeatedly with webinars, blogs and other content. Businesses must also gauge the opportunities created, total revenue gained from new accounts and find the marketing initiatives that generated the most engagement.

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