Track ABM impact in your funnel in Salesforce

Lucas Pescador

Hi RevCity Community!
This question may have been answered several times.

How do you track the impact of ABM on your funnel within Salesforce?

Today, our ABM is powered by three main verticals:

• Leads created via direct export from 6sense to Salesforce, where these leads have the lead source set as ABM.
• Accounts that we try to identify in the among of our free trials every new week. In other words, we upload a csv. with the emails from these free trials to see if 6sense identifies which companies they work for and if any of these companies are Enterprise (+500 employees, +X revenue, etc.)
• And also those leads that already exist in Salesforce from previous activities, and that often submitted a form and that 6sense identified as having some intent.

So, it is somewhat difficult to align how many of these leads, contacts and opportunities come from ABM motion or were influenced by it.

Do you use Salesforce campaigns, custom fields within the lead or account, do you use a source called ABM?

It would be good to have some tips from people who have already gone through these same difficulties.

Best,
Lucas

Jana_Marketing_Maven

Hi Lucas -

We have a different take on ABM prospecting. Because our sales team has access to 6sense and/or receives 6sense alerts, we are more trying to ascertain if the model is functioning as expected, not trying to tie a 'source' of ABM to a specific account or lead.

We do track:

1. 6sense ads and traffic to the website (from GA)
2. Accounts that are in Purchase/Decision and are in CRM (I'm presenting on this at Breakthrough :))
3. Overall advertising activity
4. the 6sense monthly reports

Since we're not trying to say 'this specific account/lead came from ABM' your mileage with these ideas may vary. But overall, it's definitely better for us that we're not trying to determine specific things, but more overall how the tool is impacting our business - both from a marketing and sales perspective.

Lucas Pescador

Thanks for the feedback @Jana_Marketing_Maven. It makes sense the approach you are using at your company. I am trying to collect ideas and understand the best way to track the ABM performance.

charlotte.spangler

Hi! We have another technique we've experimented with.

I create segments for accounts that have received ads for different 6senses campaigns

I push those segments over to SFDC to campaigns

We can see if an account was a member of the ABM ad campaign in their SFDC journey

It's not totally perfect, especially because it's marketing everyone at a company to be in the campaign, even though it may only be certain members, but it does help show some impact

Sarah Sehgal

Hey @Lucas Pescador - do you have any joint marketing and sales motions on 6QAs? One thing I've found valuable in my last two implementations of 6sense is getting 6QA fields on accounts (and subsequently, opportunities) in SFDC. You can use a custom 6QA model to combine what you're doing in bullets 2 and 3 to capture that, and use 6QA date fields to monitor progression across the funnel. If you're going to be at Breakthrough I'd be happy to chat more :)

WatchGuard_ALM

@Lucas Pescador If you're going to be at Breakthrough, you should check out my session with @stephanieumana called Mastering Marketing Attribution in an ABX World! We'll be covering this exact topic :)