Wednesday Wisdom: The Evaluation Gap for Account-Based Marketers (An Article)

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saraboostani
saraboostani Posts: 319 6senser
in Research Road

Hi all,

Last year, 6sense Research surveyed nearly 400 B2B marketers about how they measure their performance and the effectiveness of their marketing strategies. We ran the survey again this year and are currently writing up our analysis. It will be interesting to continue to collect this data year over year to see what, if anything changes. Given the trends we've seen, we hope it will!

For today's Wednesday Wisdom Read, we're highlighting a blog based on the 2023 data. The post surrounds this challenging reality:

Not only are there ABMers who lack metrics they can lean on to understand the effectiveness of their ABM strategy throughout the year, but often they also aren’t being rewarded according to relevant performance indicators. 

In last year's sample, 78% of respondents had an account-based marketing program and,

  • Only 21% of marketers said their compensation was connected to target account opportunities tied to their ABM efforts.
  • 43% or less measured ABM/target account-specific measures.

In the blog, we also separated respondents that practice ABM into three groups:

  1. ABMers with low adoption of ABM-centric metrics (0 to 4 metrics)
  2. ABMers with moderate adoption of ABM-centric metrics (5 to 8 metrics)
  3. ABMers with high adoption of ABM-centric metrics (9 to 12 metrics)

Read the 3-minute blog post by clicking the link below to find out how these marketers differed in outcomes when grouped this way. Spoiler alert: the high adoption group was the happiest!

https://6sense.com/blog/most-account-based-marketers-are-not-measured-fairly/

@Kerry

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