By reviewing and analysing your ABM results, you’ll identify any gaps or parts of your strategy that need to be changed. This will allow you to make your strategy more effective for your business, marketing and sales teams, and accounts.
Here are some examples of common account-based marketing KPIs that provide insight into how you’re doing:
- Deal creation
- Account penetration (net new contacts added to an account)
- Account engagement
- Deal-to-close time
- Net-new revenue
- Percent of deals closed
The more information you can get your team putting into HubSpot the better your success rates. To help you understand your data, HubSpot has 3 ABM dashboards that you should set up that will show you the following:
ABM Overall Dashboard - For marketing
- Ideal Customers
- Contacts created at target accounts by month
- Target accounts by page views
- Buying roles by target account
- Contact source report by target account
- Deal stage by target account
- Target accounts active deal amount
Target Account dashboard - for sales
- Target accounts by time last seen on site
- Target accounts by recent conversions
- Target accounts by sales activity dates
- Buying roles by target account
- Target accounts with no identified decision maker
- Target accounts with no buying role identified
Your ABM Landscape - Marketing and sales
- Buying role at target account
- Ideal customer profile tiers*
- Target accounts by Industry
- Target accounts by number of employees
- Target accounts by associated contacts
- Target accounts by annual revenue
- Target accounts by form submissions
- Page views
*requires profile tiers automation set up
What you will want to do in the interim stages is set up your reporting so that you have analysis at every stage of the process.