PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 7: EVALUATE AND OPTIMIZE Building audience segments and executing campaigns are both important components of a successful ABM strategy. However, what might be the most important is the ability to evaluate what’s working best (or not working). Constantly analyze campaign performance based on the channels you use, content you share, messaging you write, or any other variable. Learn what works best and do more of that. Understand what’s not working or resonating and do less of that. As one campaign is completed, take the time to measure important KPIs so you can apply those learnings to your next targeted campaign. The key to smart, efficient marketing is continuous optimization and improvement. But the first step is to determine which KPIs are most important to measure. We’ll cover that (and much more) in part four! Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 29