See the full picture of your ABM strategy

ABM success is measured through ROI by tracking customer win rate, pipeline growth, revenue impact, and deal velocity within your target accounts. These can be easily tracked on the ML Platform in real-time showing the impact of marketing investments on the business.

KPIs such as customer upsell and cross-sell rates, retention rates, and customer lifetime value are typically reviewed over longer periods to gauge progress toward larger business goals. These offer a high-level view of whether your ABM activities are driving the organization toward its strategic goals.

Key ABM metrics include account penetration, audience exposure time, account engagement, site visits, and account conversion rate (MQA to SQA). These metrics are tracked in real time on the ML Platform, providing the operational data necessary to manage and optimize daily activities. This allows you to closely monitor progress and ensure alignment with your KPIs and strategic goals.

Account engagement is monitored across top media channels, including Content Syndication, Display Advertising, Connected TV, Audio Advertising, and LinkedIn, offering a holistic view of how accounts interact with your brand. Real-time metrics like leads per account, impressions, click-through rate (CTR), video completion rate (VCR), likes, shares, and audience exposure time help identify high-engagement accounts. These insights enable you to deliver mid-funnel content to the most engaged accounts, driving faster conversions and deeper connections.

The ML Platform consolidates cross-channel performance into a single view, enabling you to optimize targeting and messaging based on engagement across channels and trending topics. It also supports A/B testing to determine what resonates best with your audience.

The ML Platform is provided at no additional cost with any media buy, giving you full access to its powerful tools and insights as part of your campaign investment.