When it comes to Account-Based Marketing (ABM) measurement, there’s good news and there’s bad news.
The good news is that we have the ability to measure everything.
The bad news is that we have the ability to measure everything.
Whether it’s information flowing from your website analytics tool or from your customer relationship management (CRM) system, there’s more data at our disposal than ever before. But while having access to a wide set of data is a good thing, it’s also created a big challenge for ABM marketers: How do we navigate all these data sources and effectively measure the success of our efforts?
Fortunately, given the advent of new technologies and resources, approaching ABM measurement has gotten much easier. As you start to think about your own strategy, here are three key steps to guide your efforts.