PART FOUR > HOW TO MEASURE AND OPTIMIZE YOUR ABM CAMPAIGNS METRICS THAT DON’T MATTER If you’ve been a marketer in the past 20 years there’s a good that’s far more likely to become a customer. If you’re still stuck chance that “leads” has been a KPI on which you were on leads, consider a competitor that might be personalizing measured. One of the reasons that ABM has become the specific and relevant resources to a potential customer your modern standard for B2B marketing is precisely because sales team is also talking to – who do you think is more likely leads are such a poor and unpredictable indicator of revenue. to win that account? In fact, less that 1% of all leads end up becoming customers. Of course, no one would ever say no to a hot lead, but in a Instead of measuring leads, measure opportunities. modern buying environment there’s a reason that only 9% of Opportunities are a much more solid indicator of revenue and leading ABM programs measure leads: they’re not nearly as it’s the same thing your sales team is measuring. When sales important as they once were. and marketing are working together to achieve the same thing, good things happen for your revenue goals. So if less that 1% of leads become customers, what are you doing with the other 99% of them? Wasting time and resources. ABM is all about efficiency– focusing on the Remember: If you’re trying to market to most likely future buyers for your company and dedicating everyone, you’re marketing to no one. resources only to them. That frees you up to spend more time creating phenomenal experience for a smaller audience Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 33