Assign a fixed cost to each campaign to accurately measure ROI of ABM

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 11, 2019, 1:15 AM UTC

Marketing teams find measuring and reporting ROI as a top challenge.

This piece suggests ways in which the ROI of Account-Based Marketing (ABM) can be determined. The goals and objectives being set must be realistic, factoring in current results and the team’s abilities. The author recommends identifying metrics that could be improved.

To get an accurate estimation of ROI, assign an exact cost to each content piece that’s part of the strategy. Here, be sure to include billable hours for content creation and the cost of publication. As “metrics that matter”, the article suggests considering brand sentiment, impressions and engagement levels.

Refining attribution models and constantly tracking metrics are essential. For an accurate ROI reading, it is important to tag and track every piece of content created and connect it to a customer’s account.  

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