Measuring and Monitoring Account-Based Marketing

The Blog

Ideas you can use.

Once the lists are vetted, the cadence programmed and the content calendar mapped to functional roles, the most important part begins: measuring and monitoring. A program needs a few months to amass usable data, and teams should expect modest numbers at first — email alone leaves roughly 60–80 percent of contacts untouched.

The caution: don’t monitor a single tactic’s performance, like email open rates, or the program degenerates into improving open rates instead of evaluating account performance. Watch instead for two contacts — the Decision Maker, who holds the purse strings, and the Champion, whose job your solution makes easier. When both engage, pan out to the Influencers: if they’re arriving too, a committee may be forming and the account is moving into the pre-buy stage. Then act — a “Red Zone” content track, a hand-off to sales, or a separate process for that behavior pattern.