Wednesday Wisdom: ABM KPIs are Underused and Overlooked, Thwarting Your Team’s Impact (and Value)

Happy Wednesday, everyone!

Last year, @Kerry wrote this quick (3-min) but crucial read on key metrics that many marketing organizations neglect to measure. Specifically, he discussed the implications of measuring three KPIs and their underutilization.

• Marketing Contribution to Pipeline: While most ABM marketers use intent data to identify accounts in-market (perhaps to trigger ads or deploy other tactics directed toward those accounts), only 57% measure the number of accounts detected via intent data. This metric is crucial for understanding marketing's direct contribution to the pipeline.
• Opportunities Identified Through Intent Data: Only 46% of companies measure how many opportunities were first identified with intent data. Without this measurement, marketers may struggle to justify their spend on intent data and prove its impact on creating pipeline and revenue.
• Anonymous Website Traffic: A staggering 97% of B2B web traffic is anonymous, yet only 26% of marketers are de-anonymizing their traffic. This is a missed opportunity to track which target accounts are engaging and turning into revenue-driving opportunities.

In our research on marketing measurement this year and last, we've seen that organizations adopting ABM report better financial performance. But to get the full benefit, marketing needs to measure the specific outcomes of this newer and better way of B2Bing.

To read the full blog, visit the link below. And as always, we're happy to take any questions in the comments!