Section 4:
The KPIs that Matter Most
What are the key performance indicators (KPIs) for successful ABM programs?
Top 3 Key Performance Indicators - US
- Market Growth
- Account Expansion
- Lead Generation
Top 3 Key Performance Indicators - UK
- Market Growth
- Customer Retention
- Lead Generation
Marketing effectiveness is no longer just about generating leads. Today, businesses are leveraging ABM to create lasting relationships with their customers and to drive revenue growth. Our data shows both UK and US regions see the potential of ABM for revenue generation and customer retention. The difference in priorities between fully synchronized ABM programs and those in the early stages of adoption can provide some insight into the evolution of ABM strategies.
Companies with fully synchronized ABM programs seem to place more emphasis on Pipeline Acceleration, which suggests that they recognize the importance of not just generating new leads but also moving them efficiently through the sales funnel.
On the other hand, companies in the early stages of ABM adoption or those scaling up their programs are more focused on Market Growth, indicating a need to build brand awareness and attract new leads. This highlights the importance of understanding where a company is in its ABM journey and tailoring strategies to match specific needs and goals.
What are your top 3 key performance indicators (KPI) for your ABM program?
ABM programs in the UK and US prioritize the following:
Market Growth
Customer Retention
Lead Generation
US companies prioritize account expansion over lead generation, indicating higher ABM maturity.
Account Expansion
Lead Generation
The UK places more emphasis on lead generation reflecting the need for steady lead flow during ABM program establishment.
