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ABM “LITE” Part #2: MarTech and Metrics
Build the architecture of your MarTech stack.
Tech stack — Depending on the size of your lists and the size of your budget, it might make sense to enlist more robust technologies instead of cooking up a DIY strategy. Providers like Demandbase and Terminus can be particularly helpful if you need support on the reporting side as well.
Data Platforms
• Enlyft — www.enlyft.com
• Goodfit — www.goodfit.com
• Lusha — www.lusha.com
• ZoomInfo — www.zoominfo.com
• Sales Intel — https://salesintel.io
• Rocket Reach — https://rocketreach.co
• LeadIQ — https://leadiq.com
• Ocean.io — www.ocean.io
CRM
• HubSpot — www.hubspot.com
• Salesforce — www.salesforce.com
• Pipedrive — www.pipedrive.com
SalesExecution
• Outreach.io — www.outreach.io
• Salesloft — www.salesloft.com
• YesWare — www.yesware.com
• MixMax — www.mixmax.com
• HubSell — www.hubsell.com
ChatBots
• Drift — www.drift.com
• Crisp — www.crisp.chat
ABM Gifting
• Reachdesk — www.reachdesk.com
• Hugg — www.hugg.com
Analytics & SEO
• Google analytics/GTM
• SemRush — www.semrush.com
• Hotjar — www.hotjar.com
• Optinmonster — www.optinmonster.com
• Pagesense — www.pagesense.com
• PPC: Linkedin campaign manager/Capterra/Elearning Industry/Adwords
Customer Data
• Planhat — www.planhat.com
• Intercom — www.intercom.com
Other Tools
• Adzact — www.adzact.io
• 6Sense — www.6sense.com
• Bombara — www.bombara.com
• Phantom Buster — www.phantombuster.com
• Zopto — www.zopto.com
• Sopro — www.sopro.io
• RightMessage — www.rightmessage.com
• Hippo Video — www.hippovideo.io
• Fortella — www.fortella.com
• Jiminy — www.jiminy.com
ABM METRICS
These are the core metrics you want to measure for a successful ABM programme:
• Pipeline
• Qualified accounts
• Funnels of stages of ops
• Campaign effectiveness
• Reach/penetration
• Win rates/ velocity
Look to build this in one dashboard or one scorecard.
KPIs — You should be optimizing for visibility, engagement, funnel acceleration, and other similar metrics. ABM KPIs priorities time-on-site and engagement over traditional lead gen KPIs because these accounts may al ready be in the pipeline. In some cases, you will be more focused on funnel acceleration than net new lead generation, so you should set KPIs that will help you measure that more effectively.
Reporting — Target accounts should be separated from pure lead acquisition efforts in reporting. In some cases, a third party reporting tool may be necessary, depending on the functionality of your site. If you aren’t able to track engagement on a per session basis, or capture information about the companies on your site, we recommend using an advanced analytics platform — such as De mandbase GA dashboards, Bombora, or Google Campaign Manager — to get that level of insight.
Metrics review and performance assessment is often done in siloes i.e. in marketing ops and sales ops. Do not let this happen. Make sure you have a ‘ONE TEAM’ ethos. A view of the full funnel flow-through from acquisition, purchase, cross-sell/ up-sell and LTV.
(1) DUE DILIGENCE FOR INVESTORS & CEOs: A bespoke framework and capability model 'DEMAND KARMA' that delivers DD services to investors, VC firms and CEOs.
(2) ADVISORY: Retained advisory at funded scale-ups. A simple monthly fee. Helping CEOs build a scalable marketing machine. (Booked out until December)
(3) STRATEGY COACHING: Book time on my calendar to work through a standalone project or to get answers to your most pressing marketing strategy and execution questions.
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