Mastering the Sales Handoff and Tracking Metrics in ABM Campaigns

This chapter delves into the crucial aspects of the marketing to sales handoff in ABM campaigns, emphasizing the importance of a seamless transition for optimal conversion rates. It highlights the significance of tracking specific metrics like emails sent, website visits, and demos conducted in an ABM campaign, stressing the need for a dedicated funnel and dashboard for monitoring. The chapter also discusses the effectiveness of maintaining consistency in account-based marketing strategies, celebrating wins internally, and being hyper-focused on detailed planning and execution.