A Chinwag About B2B Measurement

Innovation in the realm of B2B measurement puts the whole show right at the tip of your fingers. Allow me to explain.

Listen. Account-Based Measurement lays the foundations for all B2B marketing. Now, interestingly enough, I know what some of you are thinking—“All hocus-pocus. What’s the big deal, really?” That’s why we’re here.

The Crux of the Matter

Picture this: you’re throwing your marketing darts willy-nilly, aiming at every Tom, Dick, and Harry who comes across your way (borrowing heavily from the language of my friend Bertie Wooster, here). It’s chaos.

Enter account-based marketing, where you narrow your sights to only the choicest accounts. Now, if you don’t measure how you’re faring with these prime specimens, you’re still playing blindfolded—and run the risk of looking like a bit of dolt in front of your peers.

Account-based measurement ensures you’re not just in the right ballpark, but hitting home runs, too. It’s all about tallying up engagement, tracking campaign progress, and, most importantly, proving to the higher-ups that you’re not just loitering around the pitch but are really in the game.

How the Bright Sparks Do It

Thankfully, there’s a method to this marketing malarkey. Modern marvels like Octane11 specialize in providing account-based measurement, while data-wranglers like Bombora and 6sense provide the insights you want for your next big campaign. Then there’s The Imaginarium’s Unbundled Growth System, which kind of wraps it all together—intent, an Account-Based programmatic, and measurement.

Here are your key metrics: engagement, pipeline velocity, deal size—essentially all the juicy bits that your stakeholders care about. And believe me, nothing impresses the boardroom like a pie chart that ties together marketing efforts with your pipeline.

Five Reasons This Matters

In numbers, here are five key reasons why account-based measurement is indispensable (really):

1. Exceptional Targeting: With measurement in place, you know precisely which accounts are ripe for the picking. No more wasting your efforts.

2. Sales and Marketing Alignment: Nothing brings joy like marketing and sales getting along. Shared metrics keep everyone on the same page and singing from the same hymn sheet—and account-based measurement does just that.

3. ROI: With account-based measurement, you can show the powers that be exactly what’s what. Now, you’re delivering proof positive that your marketing shenanigans are bringing the goods.

4. Smarter Decisions: By measuring what works, you can chuck out the duds and double down on the winners. A touch of strategy never hurt anyone.

5. Faster Pipeline -> Faster Revenue Growth: Knowing when and how to strike keeps your pipeline moving faster than the sound of a cocktail shaker.

   
   

At the risk of repeating myself, account-based measurement is the compass that keeps your ABM ship sailing true. Adopt it, embrace it, and soon you’ll be the toast of the boardroom.