Determine How Accounts Flow Through the Marketing and Sales Funnel
An Account-Based Marketing (ABM) Funnel report determines the impact and effectiveness of an organizations’ ABM efforts, and conversion rates at each stage of the ABM funnel. The funnel stages of the ABM funnel are:
Why You'd Use This Funnel
The ABM funnel is used to determine how effective Marketing and Sales’ efforts are at generating engagement within an organization’s Target Accounts. This funnel tracks the engagement across the accounts as a whole, and not at the lead or contact level.
Oftentimes, a purchase does not have one sole decision-maker or contributor during the customer journey. True ABM Funnels should consider both marketing and sales efforts, as ABM is not a marketing-only strategy and requires alignment between marketing and sales teams in order to be successful.
WHO THIS is valuable for
- Demand Generation teams
- VPs of Marketing
- Chief Marketing Officers
- Account Executives
- AVPs or VPs of Sales
- Chief Revenue Officers
DATA YOU NEED
- Account scoring model defined and built
- # of Target Accounts, # of Engaged Accounts
- # of Marketing Qualified Accounts
- # of Opportunities Opened Within Accounts, # of Closed Opportunities Within Accounts
- Time Frame (based on touchpoint)
DATA SOURCES REQUIRED
- Web Analytics Platform
- Intent Data (optional)
- Account-Based Marketing Ad Platform (if used in ABM efforts)
- Marketing Automation Platform (Marketo, Hubspot, Eloqua, Pardot, etc)
- CRM (Salesforce, SAP, etc)
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