"ABM is really about personalization, and that's where I think events come in. Events are a great way to bring the human touch into your interactions. If you do that right, magic happens!"
Jon Miller, CEO & Co-founder of Engagio, recently joined us at Engagio’s ABM Central Lounge to discuss how marketers are activating account-based marketing strategies to drive more meaningful engagement with the right people.
A big part of our conversation centered around measuring the success of ABM strategies and programs. As Miller explained, the biggest mistake marketers make when embarking on ABM is not aligning on what will be measured and not setting expectations for how measurements are going to change.
That’s because traditional volume-based marketing metrics don’t work for ABM, which instead focuses on the quality of interactions and relationships. In other words, are the right people at the right companies actually engaging with your brand?
As B2B marketers become more focused on driving deeper account engagement, standard event marketing metrics like registrants and attendees become less useful indicators of success. Here are five key metrics to have in mind when developing your ABM strategy, and a few factors to consider when applying them to your events: