demystifying abm metrics
TRANSCRIPT
Demystifying ABM Metrics
Dave Rigotti Head of Marketing Bizible
2
About
B2B marketing attribution to “make
every marketing dollar profitable”
3
ABM Measurement Challenges
What are your biggest challenges with ABM measurement & optimization?
4
ABM Measurement Challenges
What is the primary metric you use to measure ABM success?
Indicators vs Goals
6
Indicators vs Goals
How do you achieve the goal?
8
Triangle of Success
9
Triangle of Success
ACTION
10
Triangle of Success
ACTION
RESPONSE
11
Triangle of Success
ACTION
RESPONSE OUTCOME
12
Triangle of Success
ACTION
RESPONSE OUTCOME
13
Action
=
14
Action
= CTR
Conversion Rate
Net New
Accounts / Contacts
Marketing
Touchpoints
15
Response
=
16
Response
= Account
Engagement Scores
Marketing
Qualified Accounts (MQAs)
Opportunities, Pipeline, etc
17
Outcome
=
18
Outcome
= Revenue
Attribution Modeling
20
Attribution Modeling
100% 0% 0% 0%
Closed Deal First Touch Lead Creation Opp Creation
21
Attribution Modeling
22
Attribution Modeling
23
Attribution Modeling
24
Attribution Modeling
25
W-Shaped Attribution
10% Other touchpoints
30%
30%
30%
26
Full-Path Attribution
10%
22.5%
22.5%
22.5% 22.5%
Other touchpoints
Recap
28
Recap
§ Focus on the goal of marketing; Other metrics are important but won’t win you the fishing contest
§ Use engagement as a leading indicator for success
§ Do multi-touch measurement and reporting
Champion of the 2016 GEICO Bassmaster Classic
Thank you! @drigotti [email protected]