ABM performance evaluation & analytics — Randi Barshack // Rollworks

Quotes

• “ABM Metrics is something that people are still wrapping their head around and learning how to embrace. This is where it truly is an account-based. Very often, our measurement is based on the individual and not looking at holistic account activity.” - Randi“What good ABM measurement enables you to do is look at movement through the sales cycle at an account level. So even if I got leads coming in and interacting with individuals at any given point in time, the fact that I can measure the broader account and how that is moving through is a critical piece of the measurement because most of the systems out there are just looking at person to person and not showing me how an account is moving through stages of particularly marketing cycle and sales cycle.” - Randi“There are multiple buyers for your highest value prospective customers. So you need to understand, not only are you reaching one person but are you reaching the organization broadly.” - Ben“There’s an easy way to measure whether ABM is working. You can look at your target account and see how much revenue you’ve driven from them. But unfortunately, we don’t work in vacuum and the wheels are still in motion.” - Ben“Some of the keys that we look at are stages of , unaware, aware, and engaged. Unaware are accounts that matter to me but have not exhibited anything that they are aware of my company or have been to our website, or spent any time with us. My goal for those accounts, if they are on my target account list, is to generate awareness and get our games in front of them.” - Randi“Aware is when they’re seeing my advertisement or they are getting outreach from my STR or they are visiting our website even though they are not spending a lot of time. Aware is they are seeing your name and they are becoming exposed to your brand or your company.” - Randi“Engaged is when I see accounts spending meaningful time on our website, interacting with our content, watching a demo, there are various levels of engagement there. That is going from pre-funnel to the top of the funnel and then maybe moving a little bit more downstream.” - Randi“Layer on top of that intent, I might have a company that is showing high levels of intent but completely unaware of our solution. So you’re going to take a very specific action to an account you see exhibiting intent out there beyond the confines of your company or even beyond the reach of your company versus somebody that you’re engaged with and then showing a high intent level.” - Randi“So you basically can create a score or an evaluation on what propensity to buy someone that’s on your target list is and to me that’s what ABM is all about. Not only understanding who you want to reach out to, being able to create some automations related to what group they are in but also understand when to reach out to them.” - Ben“It’s just semantics and I think it’s all over the place in the industry. One of the ways to think of it as “fit is a static thing” that changes again. It really only changes as there’s a more fundamental shift in what my product fit is or what I believe my core market to be. And that fit is not really impacted by something that is more temporal, so I think of that as something you may change once or twice a year. Or if you’re in hyper growth mode and hiring more salespeople, you might want to add some more to the upper tiers because presumably you’re increasing marketing budget as well and you could pay more time and attention to priority tiers.” - Randi “But then within that, readiness signals like engagement and intent would maybe create lower case target account lists or they’re called audiences so I would run specific campaigns to some of those but it doesn’t really change my core target account list.” - Randi“Other companies will change their target account list literally based on the campaign, even if I’m running a special promotion for HubSpot customers right now. That becomes a different account list. It’s really semantics. I would call it an ‘audience within target account list’ but some people would call that a target account list. That’s okay. As long as conceptually, you’re doing the right thing.” - Randi“I think any kind of innovation will eventually find its way down to sole proprietors. We use our own solutions for things that are not sales-related. You can target the media in a certain way. We’re working on some content right now about you might get yourself in front of investors, if you’re looking to raise money.” - Randi“At the end of the day, we are seeing this trend where smart marketers are starting to think about optimizing and focusing. They are trying to understand who their targets are, how to better customize their marketing efforts, and evaluate them. And the ABM software is coming downmarket to reach that demand.” - Ben