TOPO Report: Successful ABM Marketers Focusing On Down-Funnel Metrics
DECEMBER 5, 2016
Successful ABM Requires a Shift to Down-Funnel Metrics. While that’s good to know for marketers who are still on the fence about ABM, the most valuable finding in the report for marketers looking for actionable insights is Learning #4: “The MQL is not marketing’s ultimate milestone.” The study found that the top ABM metric is Pipeline -- 4x more ABM marketers focus on pipeline compared to MQL or MQA. It’s a total shift in focus to down-funnel metrics.