Some of the most important things to optimize are (in descending order of the funnel): PART FOUR > HOW TO MEASURE CPM and CPC AND OPTIMIZE YOUR ABM Optimize cost-per-impression and cost-per-click by alternating ad creative, refining CAMPAIGNS target account lists, and (if you’re a Terminus customer) working with your Digital Media Manager to help ensure maximum coverage and ad spend efficiency. OPTIMIZATION Account Engagement Optimize the number of engaged accounts (and how engaged they are) by creating stronger messages aligned to personalized web-pages or content experiences. One of the great things about ABM is how Creating immersive, binge-worthy content is a great way to accomplish this. dynamic it is. As target accounts become interested, start showing engagement, Opportunity Creation Rate and start down the path of their customer journeys, they should be met with content Optimize how many target accounts become new opportunities by refining your relevant to their stage. While legacy inbound account engagement framework (similar to how inbound marketers create lead marketers might think of optimization as qualification frameworks) and working with your outbound and sales teams to increasing the number of form-fills and encourage special attention on target account lists. decreasing cost-per-lead (CPL), ABM marketers are optimizing multiple parts of Pipeline Velocity their funnels with one goal in mind: more Optimize how quickly your opportunities are becoming customers by deploying revenue, faster. That means account-based automated stage-based campaigns that deliver content relevant to their opportunity marketers aren’t just considering optimizing stage. Work closely with sales to understand what content their prospects need to be the tops of their funnels, they’re also better informed of their buying decision. measuring pipeline velocity, new deal rates, and even customer retention and expansion. Close Rates Optimize how many of your target accounts become customers by creating tighter target segments who receive more personalized ads and messages. Refine your ideal customer based on your most valuable new and existing customers. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 31