When it comes to Account-Based Marketing (ABM) measurement, there’s good news and there’s bad news.
The good news is that we have the ability to measure everything.
The bad news is that we have the ability to measure everything.
Whether it’s information flowing from your website analytics tool or from your customer relationship management (CRM) system, there’s more data at our disposal than ever before. But while having access to a wide set of data is a good thing, it’s also created a big challenge for ABM marketers: How do we navigate all these data sources and effectively measure the success of our efforts?
Fortunately, given the advent of new technologies and resources, approaching ABM measurement has gotten much easier. As you start to think about your own strategy, here are three key steps to guide your efforts.
[Read the full article on MarTech Today.]
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About The Author
Peter Isaacson has over 25 years of marketing experience in both B2B and B2C marketing, ranging from branding, advertising, corporate communications and product marketing on a global scale. As CMO for Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was CMO at Castlight Health, helping to scale the company and build the marketing team prior to its successful IPO. Peter got his start in advertising, working at agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.