Navigating Account Engagement Complexity in B2B Marketing

In this episode of Scrappy ABM, host Mason Cosby interviews Davis Potter, CEO and founder of ForgeX, an account-based go-to-market research firm. They discuss key metrics and benchmarks for ABM success, why engagement measurement is important but challenging, and tips for modeling engagement in a scrappy way when resources are limited.

Best Moments:

(05:14) Metrics and benchmarks for ABM are difficult because every company defines and measures things differently. There is no standard model or funnel.

(08:11) Engagement can be measured at the account and contact levels. Important to track buying group engagement for open opportunities.

(16:39) Since standard benchmarks don’t exist, compare over time or use a control group rather than trying to compare to industry averages.

(19:34) Marketing, sales, and customer success touches should all be included in engagement modeling. Focus on meaningful interactions.

(23:10) For scrappy marketers, start tracking engagement manually in Excel while proving out the model before investing in more advanced tech.