Terms

Account-Based Marketing Benchmarks

What are Account-Based Marketing Benchmarks?

Account-Based Marketing (ABM) benchmarks are essential tools for B2B marketers aiming to achieve exceptional ROI. These benchmarks provide a structured framework for planning and executing ABM strategies, ensuring the inclusion of critical elements such as systems, data, processes, content, analytics, ideal customer profiles (ICP), and sales-marketing alignment. They are vital in measuring and optimizing ABM programs, contributing significantly to pipeline growth and revenue growth.

Setting Account-Based Marketing Goals

Setting and tracking specific goals is crucial for the success of an ABM strategy. Effective ABM strategies include:

  • Dedicated Leadership: Having a dedicated leader to oversee the ABM initiatives.
  • Strong Ideal Customer Profile (ICP): Clearly defining and targeting the ideal customer.
  • Account-Based Orchestration: Coordinating marketing efforts across the targeted accounts.
  • Customized Content Development: Creating tailored content for different stages of the buyer journey.
  • Tiered Target Account List: Prioritizing accounts based on their potential value.

Key Metrics for ABM Success

Monitoring the right metrics is essential for evaluating and refining ABM strategies. Key metrics include:

  • Three Rs (Reputation, Relationships, and Revenue): Measuring brand reputation, customer relationships, and revenue generated from ABM efforts.
  • Total Addressable Market: Assessing the total market opportunity for ABM.
  • Accounts In-Market: Identifying accounts that are currently in the buying process.
  • Win Rate: Calculating the percentage of deals closed successfully.
  • Customer Acquisition Cost: Determining the cost to acquire each customer.
  • Customer Lifetime Value: Estimating the total revenue from a customer over their relationship with the company.
  • Post-Sale Metrics: Evaluating customer retention and satisfaction post-sale.

ABM Benchmarks vs. Traditional Metrics

ABM benchmarks differ from traditional marketing metrics in several ways:

  • Focus on Quality: ABM prioritizes the quality of interactions over the quantity of leads, ensuring a more personalized approach.
  • Higher Conversion Rates: Tailored strategies lead to higher conversion rates and customer satisfaction.
  • Early Targeting: ABM targets the right accounts before they enter the pipeline, unlike traditional metrics that often involve filtering from a broad pool.
  • Improved Metrics: Marketers report higher win rates, larger deal sizes, increased opportunity volume, shorter sales cycles, and more efficient resource use with ABM.

Implementing ABM Benchmarks Effectively

To implement ABM benchmarks effectively:

  • Foundation Elements: Establish systems, data, processes, content, analytics, ICP, and alignment.
  • Collaborative Efforts: Ensure marketing and sales teams work together, developing a joint process and agreeing on KPIs.
  • Clear Communication: Craft personalized messaging for target audiences, using engaging formats like headings, subheadings, and bullet points for readability.
  • Consistent Structure: Break down text into smaller, manageable paragraphs and maintain a consistent structure across sections to avoid monotony.

Other terms

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Siloed

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Siloed

Sales Development

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Sales Development

Tire-Kicker

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Tire-Kicker

Employee Advocacy

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Employee Advocacy

Customer Relationship Marketing

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Customer Relationship Marketing

Touches

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Touches

Applicant Tracking System

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Applicant Tracking System

Targeted Marketing

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Targeted Marketing

Batch Processing

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Batch Processing

Business to customer

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Business to customer

High Availability

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High Availability

Fault Tolerance

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Fault Tolerance

Branded Keywords

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Branded Keywords

Virtual Selling

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Virtual Selling

Serverless Computing

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Serverless Computing

Cold Call

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Cold Call

Triggered Email

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Triggered Email

Lead Response Time

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Lead Response Time

Sales Enablement Technology

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Sales Enablement Technology

Page Views

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Page Views

Phishing Attacks

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Phishing Attacks

Dialer

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Dialer

Site Retargeting

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Site Retargeting

Service Level Agreement

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Service Level Agreement

CPM

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CPM

Marketing Metrics

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Marketing Metrics

B2B Demand Generation

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B2B Demand Generation

Sales Conversion Rate

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Sales Conversion Rate

Scalability

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Scalability

Fulfillment Logistics

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Fulfillment Logistics

Brag Book

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Brag Book

Firmographics

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Firmographics

Sales Team Management

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Sales Team Management

Data Pipelines

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Data Pipelines

Event Tracking

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Event Tracking

After-Sales Service

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After-Sales Service

Serviceable Obtainable Market

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Serviceable Obtainable Market

Rollback Procedures

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Rollback Procedures

Kanban

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Kanban

Browser Compatibility

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Browser Compatibility

CI/CD

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CI/CD

Marketing Analytics

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Marketing Analytics

Scrum

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Scrum

Email Marketing

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Lead Velocity Rate

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Bottom of the Funnel

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80/20 Rule

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Docker

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Cybersecurity

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Cybersecurity

B2B Data Platform

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Sales Director

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Data Management Platform

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Data Management Platform

Decision Buying Stage

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Decision Buying Stage

Database Management

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Database Management

Demand Generation

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Demand Generation

Regression Testing

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Regression Testing

Funnel Analysis

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Funnel Analysis

Payment Gateways

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Payment Gateways

Employee Engagement

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Employee Engagement

Forecasting

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Forecasting

Contact Discovery

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Contact Discovery

Persona

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Persona

Buyer’s Remorse

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Buyer’s Remorse

Net 30

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Net 30

Sales Territory

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Cloud Storage

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Buyer Behavior

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Buyer Behavior

Lead Generation Tactics

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Sales Performance Metrics

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Internal signals

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Internal signals

Return on Marketing Investment

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User-generated Content

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User-generated Content

Complex Sale

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MOFU

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Supply Chain Management

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Lead Management

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Lead Management

Demographic Segmentation in Marketing

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Demographic Segmentation in Marketing

Master Service Agreement

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Master Service Agreement

Sales Operations

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Sales Operations

Sales Engagement

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Sales Engagement

Point of Contact

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Point of Contact

Return on Investment (ROI)

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Return on Investment (ROI)

Enterprise Resource Planning

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Enterprise Resource Planning

Virtual Private Cloud

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Virtual Private Cloud

Marketing Funnel

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Marketing Funnel

User Testing

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User Testing

Value Gap

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SDK

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Consumer

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Commission

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Consideration Buying Stage

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Consideration Buying Stage

Channel Partners

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Channel Partners

Buyer Intent

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Buyer Intent

Social Selling

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Social Selling

Data Mining

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Data Mining

Lead Scoring

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Lead Scoring

Customer Churn Rate

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Customer Churn Rate

Predictive Lead Generation

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Predictive Lead Generation

Direct Sales

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Direct Sales

Marketo

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Marketo
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