Account-Based Marketing: Measuring Success and ROI with HubSpot

Account Based Marketing (ABM) is increasingly becoming an integral part of B2B marketing strategies, offering a targeted and personalised approach to engaging high-value accounts. 

When implemented effectively, ABM can result in higher engagement rates, faster sales cycles, and increased revenue. However, with an often significant resource investment, measuring an ABM campaign's success is vital to ensure your campaign is generating an investment (ROI).

In this article, we explore the key metrics and best practices for evaluating the success and ROI of your B2B ABM campaigns using HubSpot's suite of tools.

Establish Clear Goals and Objectives

Before you can measure the success and ROI of your ABM campaign, you’ll need to work with your teams to establish clear goals and objectives. These should be aligned with your overall business and be specific, measurable, achievable, relevant, and time-bound (SMART). 

Examples of ABM objectives might include:

• Increasing the number of opportunities within target accounts.
• Accelerating the sales cycle.
• Improving account retention rates.

Define Key Performance Indicators (KPIs)

Once you set your ABM goals and objectives, define the key performance indicators (KPIs) to help you track and measure your progress. These KPIs should be directly linked to your goals and objectives and provide actionable insights to help you optimise your ABM strategy.

Examples of common ABM KPIs include:

• Account engagement: Measures your target accounts' level of interaction and interest. This can be tracked through website visits, content downloads, email opens, and click-through rates.
• Marketing Qualified Leads (MQLs): Tracks the number of target accounts that have shown a significant level of engagement and are considered ready for sales outreach.
• Opportunity creation: Measures the number of new sales opportunities generated within your target accounts.
• Pipeline velocity: Tracks the speed at which opportunities within your target accounts move through the sales funnel.
• Deal size: Monitors the average value of deals closed within your target accounts.
• Account retention: Measures the percentage of target accounts retained or renewed over a specific period.

Implement HubSpot's Tracking and Reporting Tools

To effectively measure the success and ROI of your ABM campaign, you can quickly and easily set up tracking and reporting tools in HubSpot, which offers a comprehensive reporting suite that can help you monitor your KPIs and track your progress toward your goals and objectives.

• Custom Reports: We recommend building an ABM dashboard, with custom reports tracking each of your goals, objectives, and KPIs. 
• Target Accounts Dashboard: From the ‘Target Accounts’ Dashboard, you can easily see your target accounts, related open deals and value, last touch, last engagement, and next scheduled interaction. 
• Sales Analytics: If you’re subscribed to Sales Hub Professional or above, HubSpot gives you powerful sales and performance reports right out of the box. You can utilise these, or build custom reports to better meet your requirements. 

Optimise Your ABM Campaigns Based on Data

By leveraging HubSpot's suite of tools and tracking your KPIs, you can continuously optimise your ABM campaigns based on data-driven insights. Analysing the performance of your campaigns will enable you to identify areas of improvement and adjust your marketing and sales strategies accordingly.

Measuring the success and ROI of your B2B Account Based Marketing campaigns helps ensure you're effectively engaging and converting your high-value accounts. By establishing clear goals and objectives, defining KPIs, implementing HubSpot's tracking and reporting tools, and continuously optimising your campaigns, you can gain valuable insights into the performance of your ABM efforts and drive better results for your business.

If you need any support in setting up and measuring your ABM strategy, Aamplify can help. We specialise in helping B2B businesses with ABM strategy, implementation, and measurement. Get in touch with us here for a no-obligation chat.