基于客户的营销测量的最终指南（英文版）.pdf

THE DEFINITIVE GUIDE TOACCOUNT-BASED MARKETINGMEASUREMENT1) What is account-based marketing (ABM)?2) What is ABM measurement?3) Lead-to-account mapping4) Top-of-the-funnel ABM metrics5) Middle-of-the-funnel ABM metrics6) Bottom-of-the-funnel ABM metrics7) ABM Testing and optimizationWELCOME to The Denitive Guide to Account-Based Marketing Measurement. This guide will walk you through everything you need to know to measure your account-based marketing eorts for optimal performance.Specically, youll learn the following:Lets get started!Before we discuss account-based marketing measurement, we must rst understand what it is, and why more B2B marketers are implementing it today.Account-based marketing commonly referred to as ABM is the B2B marketing methodology or strategy that takes the reverse approach of the demand generation process. Rather than casting a wide net by engaging a wide range of people with the hope that some within that group are good, qualied prospects, ABM begins with a list of qualied target accounts and then develops strategies and tactics to market specically to those accounts.At a fundamental level, ABM diers from inbound marketing or demand generation marketing strategies because it starts with the list of qualied accounts, instead of qualifying accounts after lead conversion.Heres a quick rundown of the four key stages of ABM execution:In the #ipymyfunnel framework for ABM, after youve “identied” your target accounts (step one), the next step is to “expand” identify the key persons within your target accounts. For a B2B martech company, the key personas may include the CMO, the marketing director, marketing operations, and the demand gen team.Once youve identied the personas, the next step is to “engage.” This involves reaching out to the personas that youve identied through various marketing channels with messaging specic to the recipient.And nally, the last step is “advocate.” This entails converting the personas that youve engaged into champions for your brand both internally and externally. The internal advocates help push the account through the sales cycle, increasing pipeline velocity from the inside. After the account has closed, these internal champions become external promoters by becoming your brand advocates to other companies. The Growth of ABMABM has seen both hype and rapid adoption. According to the 2016 ABM Metrics Report, about 85% of marketers who are doing ABM expect to be doing either “a lot more” or “a little more” ABM in the next six months.CHAPTER 1:WHAT IS ACCOUNT-BASED MARKETING (ABM)?This growth is not because the concept is new, but its because the technology is nally catching up. Account-based strategies have been around for a long time sales teams have been using account-based sales strategies for decades. But what has changed is the ability to use digital marketing technologies to execute and measure account-based marketing at tremendous scale.The Denitive Guide to Account-Based Marketing Measurement 3Before we discuss account-based marketing measurement, we must rst understand what it is, and why more B2B marketers are implementing it today.Account-based marketing commonly referred to as ABM is the B2B marketing methodology or strategy that takes the reverse approach of the demand generation process. Rather than casting a wide net by engaging a wide range of people with the hope that some within that group are good, qualied prospects, ABM begins with a list of qualied target accounts and then develops strategies and tactics to market specically to those accounts.At a fundamental level, ABM diers from inbound marketing or demand generation marketing strategies because it starts with the list of qualied accounts, instead of qualifying accounts after lead conversion.Heres a quick rundown of the four key stages of ABM execution:In the #ipymyfunnel framework for ABM, after youve “identied” your target accounts (step one), the next step is to “expand” identify the key persons within your target accounts. For a B2B martech company, the key personas may include the CMO, the marketing director, marketing operations, and the demand gen team.Once youve identied the personas, the next step is to “engage.” This involves reaching out to the personas that youve identied through various marketing channels with messaging specic to the recipient.And nally, the last step is “advocate.” This entails converting the personas that youve engaged into champions for your brand both internally and externally. The internal advocates help push the account through the sales cycle, increasing pipeline velocity from the inside. After the account has closed, these internal champions become external promoters by becoming your brand advocates to other companies. The Growth of ABMABM has seen both hype and rapid adoption. According to the 2016 ABM Metrics Report, about 85% of marketers who are doing ABM expect to be doing either “a lot more” or “a little more” ABM in the next six months.This growth is not because the concept is new, but its because the technology is nally catching up. Account-based strategies have been around for a long time sales teams have been using account-based sales strategies for decades. But what has changed is the ability to use digital marketing technologies to execute and measure account-based marketing at tremendous scale.of marketers who are doing ABM expect to be doing either “a lot more” or “a little more” ABM in the next 6 monthsThe Denitive Guide to Account-Based Marketing Measurement 485%Before we discuss account-based marketing measurement, we must rst understand what it is, and why more B2B marketers are implementing it today.Account-based marketing commonly referred to as ABM is the B2B marketing methodology or strategy that takes the reverse approach of the demand generation process. Rather than casting a wide net by engaging a wide range of people with the hope that some within that group are good, qualied prospects, ABM begins with a list of qualied target accounts and then develops strategies and tactics to market specically to those accounts.At a fundamental level, ABM diers from inbound marketing or demand generation marketing strategies because it starts with the list of qualied accounts, instead of qualifying accounts after lead conversion.Heres a quick rundown of the four key stages of ABM execution:In the #ipymyfunnel framework for ABM, after youve “identied” your target accounts (step one), the next step is to “expand” identify the key persons within your target accounts. For a B2B martech company, the key personas may include the CMO, the marketing director, marketing operations, and the demand gen team.Once youve identied the personas, the next step is to “engage.” This involves reaching out to the personas that youve identied through various marketing channels with messaging specic to the recipient.And nally, the last step is “advocate.” This entails converting the personas that youve engaged into champions for your brand both internally and externally. The internal advocates help push the account through the sales cycle, increasing pipeline velocity from the inside. After the account has closed, these internal champions become external promoters by becoming your brand advocates to other companies. The Growth of ABMABM has seen both hype and rapid adoption. According to the 2016 ABM Metrics Report, about 85% of marketers who are doing ABM expect to be doing either “a lot more” or “a little more” ABM in the next six months.Yes, a little moreYes, a lot moreSame as currentNo, a little lessNo, a lot lessQ: Do you expect to be doing more ABM inthe next 6 months?20%40%60%Unsure0% 0% 0%Source: 2016 ABM Metrics ReportThis growth is not because the concept is new, but its because the technology is nally catching up. Account-based strategies have been around for a long time sales teams have been using account-based sales strategies for decades. But what has changed is the ability to use digital marketing technologies to execute and measure account-based marketing at tremendous scale.Execution is receiving a lot of attention right now as more and more B2B marketers are trying to adopt ABM strategies. Personalizing messaging and content for specic accounts and personas, engaging the right people within those accounts, and making sure account information is accurate are all important aspects of successfully implementing ABM.But to get the most out of ABM and to measure the true ROI of ABM eorts, you need to measure the correct metrics, which requires the right measurement system.In demand generation, the key metrics are fairly straightforward. From the top of the funnel to the bottom of the funnel, theres anonymous web visitors, leads, qualied leads, opportunities, and then customers. Its a great framework, but it doesnt work for ABM. ABM needs its own measurement system that is tailored to its account-based nature.One of the biggest measurement gaps is that demand generation, for the most part, assumes that one visitor or one lead can turn into one customer. But as account-based marketers know full well, that isnt true for ABM.Measuring Accounts vs. Measuring LeadsEspecially for large B2B deals ripe for account-based strategies, multiple people are involved in the purchase decision on the buying side, and they work together as an account. While tracking leads and gathering contact information remains important in ABM, marketers must be able to map leads to accounts for the account journey to be at all accurate. We will discuss lead-to-account mapping in depth in the next chapter.Additionally, while revenue remains the most important metric, many of the key indicators of marketing performance the top- and middle-of-the-funnel metrics are dierent for ABM compared to demand generation. Well cover these metrics in the following chapters.And then nally, well get to the bottom-of-the-funnel metrics and discuss how to measure the most important ABM metric: revenue.The Denitive Guide to Account-Based Marketing Measurement 5Before we discuss account-based marketing measurement, we must rst understand what it is, and why more B2B marketers are implementing it today.Account-based marketing commonly referred to as ABM is the B2B marketing methodology or strategy that takes the reverse approach of the demand generation process. Rather than casting a wide net by engaging a wide range of people with the hope that some within that group are good, qualied prospects, ABM begins with a list of qualied target accounts and then develops strategies and tactics to market specically to those accounts.At a fundamental level, ABM diers from inbound marketing or demand generation marketing strategies because it starts with the list of qualied accounts, instead of qualifying accounts after lead conversion.Heres a quick rundown of the four key stages of ABM execution:In the #ipymyfunnel framework for ABM, after youve “identied” your target accounts (step one), the next step is to “expand” identify the key persons within your target accounts. For a B2B martech company, the key personas may include the CMO, the marketing director, marketing operations, and the demand gen team.Once youve identied the personas, the next step is to “engage.” This involves reaching out to the personas that youve identied through various marketing channels with messaging specic to the recipient.And nally, the last step is “advocate.” This entails converting the personas that youve engaged into champions for your brand both internally and externally. The internal advocates help push the account through the sales cycle, increasing pipeline velocity from the inside. After the account has closed, these internal champions become external promoters by becoming your brand advocates to other companies. The Growth of ABMABM has seen both hype and rapid adoption. According to the 2016 ABM Metrics Report, about 85% of marketers who are doing ABM expect to be doing either “a lot more” or “a little more” ABM in the next six months.This growth is not because the concept is new, but its because the technology is nally catching up. Account-based strategies have been around for a long time sales teams have been using account-based sales strategies for decades. But what has changed is the ability to use digital marketing technologies to execute and measure account-based marketing at tremendous scale.Execution is receiving a lot of attention right now as more and more B2B marketers are trying to adopt ABM strategies. Personalizing messaging and content for specic accounts and personas, engaging the right people within those accounts, and making sure account information is accurate are all important aspects of successfully implementing ABM.But to get the most out of ABM and to measure the true ROI of ABM eorts, you need to measure the correct metrics, which requires the right measurement system.In demand generation, the key metrics are fairly straightforward. From the top of the funnel to the bottom of the funnel, theres anonymous web visitors, leads, qualied leads, opportunities, and then customers. Its a great framework, but it doesnt work for ABM. ABM needs its own CHAPTER 2:WHAT IS ACCOUNT-BASED MARKETING MEASUREMENT?measurement system that is tailored to its account-based nature.One of the biggest measurement gaps is that demand generation, for the most part, assumes that one visitor or one lead can turn into one customer. But as account-based marketers know full well, that isnt true for ABM.Measuring Accounts vs. Measuring LeadsEspecially for large B2B deals ripe for account-based strategies, multiple people are involved in the purchase decision on the buying side, and they work together as an account. While tracking leads and gathering contact information remains important in ABM, marketers must be able to map leads to accounts for the account journey to be at all accurate. We will discuss lead-to-account mapping in depth in the next chapter.Additionally, while revenue remains the most important metric, many of the key indicators of marketing performance the top- and middle-of-the-funnel metrics are dierent for ABM compared to demand generation. Well cover these metrics in the following chapters.And then nally, well get to the bottom-of-the-funnel metrics and discuss how to measure the most important ABM metric: revenue.The Denitive Guide to Account-Based Marketing Measurement 6Execution is receiving a lot of attention right now as more and more B2B marketers are trying to adopt ABM strategies. Personalizing messaging and content for specic accounts and personas, engaging the right people within those accounts, and making sure account information is accurate are all important aspects of successfully implementing ABM.But to get the most out of ABM and to measure the