Post on 16-Apr-2017
transcript
Demystifying ABM Metrics
Dave Rigotti Head of Marketing Bizible
2
About
B2B marketing attribution to “make
every marketing dollar profitable”
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ABM Measurement Challenges
What are your biggest challenges with ABM measurement & optimization?
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ABM Measurement Challenges
What is the primary metric you use to measure ABM success?
Indicators vs Goals
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Indicators vs Goals
How do you achieve the goal?
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Triangle of Success
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Triangle of Success
ACTION
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Triangle of Success
ACTION
RESPONSE
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Triangle of Success
ACTION
RESPONSE OUTCOME
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Triangle of Success
ACTION
RESPONSE OUTCOME
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Action
=
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Action
= CTR
Conversion Rate
Net New
Accounts / Contacts
Marketing
Touchpoints
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Response
=
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Response
= Account
Engagement Scores
Marketing
Qualified Accounts (MQAs)
Opportunities, Pipeline, etc
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Outcome
=
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Outcome
= Revenue
Attribution Modeling
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Attribution Modeling
100% 0% 0% 0%
Closed Deal First Touch Lead Creation Opp Creation
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Attribution Modeling
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Attribution Modeling
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Attribution Modeling
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Attribution Modeling
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W-Shaped Attribution
10% Other touchpoints
30%
30%
30%
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Full-Path Attribution
10%
22.5%
22.5%
22.5% 22.5%
Other touchpoints
Recap
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Recap
§ Focus on the goal of marketing; Other metrics are important but won’t win you the fishing contest
§ Use engagement as a leading indicator for success
§ Do multi-touch measurement and reporting
Champion of the 2016 GEICO Bassmaster Classic
Thank you! @drigotti dave@bizible.com