The One About ABM Measurement

You’re not dreaming. You’ve made it to our third episode featuring Saima and Adam imparting their wisdom, sans-guest. And if you thought this third installment couldn’t top the last, think again.

We’re diving into ABX and ABM measurement—the essential metrics that can help marketers gauge the success of their campaigns. From leading indicators like reach and engagement to lagging indicators like pipeline and revenue, we explain why you need to monitor those metrics closely. Learn how to manage your pipeline within your CRM and how to improve outreach using AI.

In this episode, you’ll learn:

• How to effectively quantify and engage your Ideal Customer Profile (ICP)
• Why a single dashboard is all you need for all your ABX metrics
• The importance of measuring both leading and lagging indicators to evaluate your ABM strategy

Jump into the conversation:

(00:00)Welcome to Revenue Makers

(02:32) Are you reaching and engaging with your ICP?

(09:34) Measuring the effectiveness of advertising

(11:34) Handing off MQLs to the sales team

(15:01) Personalize your outreach using AI and intent data

(16:59) Volume, conversion rate, velocity, deal size

(22:30) Flag ABM accounts in your CRM

Resources:

Segment Performance Reporting: https://6sense.com/6sense-for-6sense/segment-performance-reporting/

Unified Dashboards for Pipeline Management: https://6sense.com/blog/the-game-plan-for-success-unified-dashboards-for-pipeline-management/

SFDC Dashboard at the 30-minute mark of this webinar: https://6sense.com/resources/webinars/Ideas-are-easy-execution-is-everything-webinar

CMO Reporting on leading indicators: https://6sense.com/6sense-for-6sense/cmo-reporting/