Scrappy ABM
EP. 62 - You Need To Change How You Track Account Engagement in B2B Marketing With Davis Potter
May 6, 2024
Davis Potter, CEO of ForgeX, discusses key metrics and benchmarks for ABM success, challenges in measuring engagement, and tips for tracking engagement in a scrappy way. They emphasize tracking buying group engagement, including all team touches, and starting with manual tracking before advanced tech.
31:17
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- Success metrics in ABM lack standardization due to varying models and benchmarks, making comparisons challenging.
- Engagement in ABM should be measured at account and contact levels, focusing on meaningful interactions for tailored strategies.
Deep dives
Understanding ABM Success Metrics and Benchmarking
Success metrics and benchmarks in ABM programs vary widely among organizations due to the lack of standardization. Different engagement models and thresholds contribute to this challenge. The absence of a defined funnel approach like the demand waterfall further complicates benchmarking in account-based marketing. Establishing a standardized data model to enable meaningful comparisons is crucial for elevating and modernizing organizations' ABM strategies.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
