A SIMPLE MEASUREMENT FRAMEWORK FOR ABM
When creating plans for account-based marketing programs, it’s often helpful, to us, to think about the desired outcomes required for the program prior to beginning to develop the desired experience. Doing this helps us center any of the decisions that need to be made on what we want to achieve through ABM around the goals and KPIs required. Recently, our team discovered a simple measurement framework through some research we were doing on the PathFactory platform (formerly LookbookHQ). We tweaked it to fit our own purposes. Here’s a look: The ABM Measurement Framework: This framework examines several aspects of an ABM program across three primary dimensions:
Strategic: Measures These measures target a more senior audience that needs to understand and defend how ABM investments (content and related campaigns) are paying off (or not) and where strategy gaps need to be addressed. This data only includes high-level measures and would map to any KPIs associated with related performance. Some question that might be addressed include:
- Are we driving more activity with these investments?
- How are named accounts engaging?
- Are our content investments working?
Operational Measures: These measures include more detailed information by segment (prospect, account) and by specific content formats and campaigns. This data targets individuals in marketing and sales roles who can make specific investment decisions and tune levers to change the approach as needed. Again, these measures would be mapped to specific KPIs and answer questions like:
- What specific roles are engaging and with what type of content or campaign?
- How is a specific set or segment of target accounts engaging (i.e. pharma vs. manufacturing or large vs. mid-size targets, etc…)
- How are specific content formats performing and what topics are resonating the most?
- How are specific campaigns and channels performing?
Sale-Led Measures: These measures help sales understand and analyze how programs impact their targets and stimulate conversations between on-the-ground sellers and those supporting them (aka marketing). Questions that these measures focus on include:
- Is a specific prospect or account ready for a sales call? Did the program move the prospect / account into an opportunity?
- How did a specific piece of content or group of content move influence activity on the account?
- How did the campaign or content topic create sales uplift for a specific account or prospect?
Using this framework helped us to combine our thinking around prospects, accounts, content and channels/campaigns into a single measurement system to drive ABM performance. While I’m pretty sure there are improvements to this model that can be made over time, it’s a great tool for you to begin focusing on outcomes first… before you start building your next great ABM program. P.S. A big credit to PathFactory for some great thinking on measurement for content-led ABM programs. The measurement framework above is further amped up when using their unique content engagement platform. Check them out at www.pathfactory.com