Section 8:
Measurement
Measuring the success of ABM from early struggles to full synchronization
On both sides of the Atlantic, 80% of survey respondents rate their confidence levels in measuring overall ABM success as 8/10 or above. As ABM requires investment in both tech and expertise, it’s promising to see B2B marketers displaying strong competency in tracking the impact of their activities. This is crucial when it comes to evaluating effectiveness and demonstrating ROI.
According to the US vs UK comparison, the US display slightly higher confidence than their UK peers, with over a quarter (26%) assigning themselves a 10/10 rating and a third (33%) a 9/10.
On a scale of 1 to 10, how confident do you feel in your ability to measure the overall success of your ABM programs? 1 (Least confident) — 10 (Most confident)
On a scale of 1 to 10, how confident do you feel in your ability to measure the overall success of your ABM programs? (US vs. UK) 1 (Least confident) — 10 (Most confident)
On a scale of 1 to 10, how confident do you feel in your ability to measure the overall success of your ABM programs? 1 (Least confident) — 10 (Most confident)
As expected, confidence levels increase according to maturity, as B2B marketers with a fully synchronized approach report the highest confidence levels with 43% rating their confidence as 10/10. Meanwhile, those in the early stages and scaling their ABM are yet to reach the same confidence levels, with those looking to scale citing limitations in available tools and technology as number one challenge. Without the right tools in place, it becomes difficult to track and analyze the success of ABM efforts, making it hard to justify the investment to company leadership. For companies still piloting, this lack of visibility and data-driven insights is leading to a lack of C-suite buy-in and support, ultimately hindering the future scope of their ABM strategy.
Companies in the process of refining their ABM programs may want to look to a blend of Targeted Demand Gen and ABM to provide a streamlined reporting process and greater insight into which campaigns are driving the most success. By leveraging Targeted Demand Gen alongside ABM efforts, companies can level the playing field between early-stage challenges and advanced ABM strategies, driving more effective and successful marketing outcomes.