Account-based marketing isn’t a new concept, but it’s being implemented in new ways – especially in the context of digital marketing. Measurement of these tactics can seem more complicated than other forms of marketing because you’re dealing with clusters of contacts for each prospect account.
By measuring the metrics below, you’ll be able to develop a snapshot of the accounts that interact with your brand in the digital world. Unless otherwise noted, each metric set should be tracked based on the totals for accounts or account groups.
Based on the number of visits to your website pages, you can get a baseline snapshot of engagement with any one account. As the number of visits increases (or decreases) over time, you can gauge the potential intensity within that organization of conversations and interest in your services. This is one of the most generic metrics you can track, but it gives you a ten-thousand foot view that will help you drill down in other areas.
Even if total web visits increases over time, this metric lack insight into the number of contacts you’re reaching within an account. By tracking unique visitors, you can measure the penetration into that account based on the number of people who are interacting with your website. As the number of unique visitors increases, you can bet that awareness of your brand and services is spreading within the target organization.
It’s always important to clearly define your lead scoring methods so you can track conversions consistently. This will help you follow your prospect’s journey down the marketing funnel as they convert from contact to lead, lead to opportunity, and eventually into a customer. By tracking conversions, you can target your messaging and ABM campaigns based on lead stage and push your prospect accounts further down the funnel.
Bounce and abandonment rates
In contrast to conversions, some contacts travel in the opposite direction – they leave your website altogether, and may or may not come back. Bounce rates and abandonment rates are important because they help you identify missed opportunities. If you notice a pattern – for example, you have a higher than average bounce rate on a particular landing page – you can optimize accordingly to keep your contacts engaged and continue to nurture the leads.
Key content/topic page visits
Volume isn’t the only way to track your website visits – you should also pay attention to the content on those pages to determine which topics are important to your contacts. This includes blog content, landing pages, product/service pages, and any other web page that could give you a clue into the priorities of your prospect accounts. Then, you can optimize messaging and positioning to better target those accounts based on their needs.
Before you dive headfirst into the accounts that show up in your metrics, make sure you’re targeting the right companies. Third party intent data can give you insight into the profile of each account you’re targeting — so you can weed out the companies that don’t belong on your prospect list. At SimplyDIRECT, we often mine data for our clients and find accounts on their contact lists that don’t fit into their target market. This allows our clients to save time and money by focusing on the accounts that are a good fit for their services.
Remember, you don’t have to measure everything – you just have to measure the right things. Review your goals and objectives for your account-based marketing strategy and plan to focus on metrics that matter for your business.