Account-Based Analytics: 8 Ways to Report Account-Based Marketing (ABM)
The criticality of Account-Based Marketing for B2B businesses is immense; it involves customer acquisition & retention, engaging them through omnichannel marketing & generating sales conversions & afterwards delighting them for future prospecting & positive word-of-mouth.
ABM is an amalgamation of strategic approaches to business marketing based on the awareness of a particular account, wherein, the marketers target the enterprise level organizations to accomplish the following goals:
- Increase relevant content for target accounts & optimize the customers experiences
- Engage with specific leads at an earlier phase in their buying cycles, expediting conversions
- Align marketing & sales strategies to best suit the needs of the accounts & thereby reducing the length of the sales funnel
- Focusing on developing highly targeted marketing strategies
- Attract, engage & entice customers to take quicker buying decisions by developing compelling content
- Identify key decision makers associated with a particular account & within a particular operational niche & educate them about the value of specific products & services & how they can be leveraged to solve the pain-points of buyer persona, lies at the very heart of conversion rate optimization (CRO)
- Fetch useful insights from each stage of the buyers’ cycle
- Allow introspection into whether key account personas have been reached which would allow the accounts to be closed
- Measure how many accounts are engaged at the top, mid & bottom level of the buyers’ cycle & how they can be optimized
- Understand what is the average time taken for the touch points to generate conversions, from the time they are first contacted?
- The pages generating highest indulgence for the prospects
- The pages witnessing highest bounce rates & exit rates & how their content strategies can be reshuffled
- The pages that generate healthy conversions?
- Additional strategies that need to be A/B tested to optimize the website conversion rates
- The percentage of total conversions on the website that comes exclusively from the landing pages, etc.
- The percentage of optimization that CTAs on landing pages need to have in order to meet expectations