ABM Is B2B.

We organize dinners all the time where we’re not acting as the hero, but just playing the role of connector. It’s amazing to see where those conversations go when you get people in a room with similar stories and problems that your solution just happens to fix.

You can do this by adopting the Next-Show-Go approach to sales intelligence. This means helping sales answer three simple questions: • Which account do I need to take action on next? • What engagement signals is that account showing? • What action or play should I take based on those signals to go after this account?

To take it a step further, when your accounts become more engaged, you might send them to a personalized content hub. This hub is a repository of content anyone from your team can update with articles, ebooks, case study videos, or industry reports

Another metric we like to track is rate of meaningful engagement, which is the percentage of target accounts that are currently engaged, based on the model of your choice.

help them beat their competitors using your product or service. Again, case studies are your friend.

So, how do you deliver this data? A good account-based platform should show activity from known and anonymous visitors, and roll it up to the account level so sales can create ranked reports based on this activity. You also can deliver engagements with other campaigns, such as one-to-one ads, email nurtures, or event registrations to complete the p

One way to quantify depth of engagement is assigning a value to different types of interactions. A website visit is valuable, but it’s probably less valuable than a target account viewing a webinar, which, in turn, is less valuable than attending a dinner. Developing a hierarchy of engagement is a great way to gauge your awareness and the effective

Yet another metric is the time from the first touchpoint to meaningful engagement. That’s the span for converting an account from the first brand touchpoint (such as visiting a website) to a meaningful level of engagement (such as watching a customer testimonial or setting a demonstration).

There are three areas of focus when measuring the success of your account-based program: • Creating and deepening relationships with target accounts. • Moving accounts through to desired results. • Achieving account-based return on investment.