Analytics Platform Guide: Activate ABM

Analyti Platform Guide to:

ACTIVATE ABM

TM

Summary The growth of Account Based Marketing demands new metri . With Madison Logic's Activate ABM Platform, you now have access to real time insights that will help you: Discover who the most engaged accounts are Leverage the surging topics to create relevant messaging Distinguish which assets are most effective to optimize your campaigns in real-time.

Contents Key KPI's

1

Lead Generation

7

Surging Analysis

15

Targeted Advertising

21

Conclusion

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PROGRAM KPI'S LEAD GENERATION

1

METRICS A quick high level snapshot of your program's performance covering: 1. Number of Leads delivered vs what was contracted.

2. Number of Accounts Reached vs total number of accounts targeted.

DECISION MAKING Evaluate progress of your ABM program against what you have purchased.

Measure how effective you are at reaching the companies you care about.

ABM The rise of ABM is demanding new metrics.

Identifying your coverage, or reach, into your target account list is one of the most important metrics for account based marketing programs.

BENCHMARKS:

30%

REACH

30% is a good benchmark for account reach.

1.5-2.5

LEADS

1.5 to 2.5 leads is a good benchmark for depth measurement.

Please keep in mind that the accounts reached is directly related to the number of leads contracted or delivered.

Example: if you only purchase 200 leads but targeted 1,000 accounts, you'll never reach more than 200 accounts.

*Note: The percentage accounts reached could be low for many reasons, i.e if the leads purchased is a low value compared to the number of accounts targeted, then the accounts reached will be low.

2

PROGRAM KPI'S PROGRAM DETAILS (DOWNLOAD)

Click to download the KPI report

5

METRICS The downloadable program details report provides a comprehensive account level view of engagement and attribution across multiple dimensions.

For each account: 1. Identify whether the account was targeted or surging during the program.

2. Impressions delivered to the account.

3. The length of exposure to your creative assets.

4. The number of site visits.

5. The number of leads you have received.

DECISION MAKING See how the combination of targeted advertising and content syndication programs are driving engagement from your target accounts.

Provides sales metrics on marketing engagement at the account level.

ABM ABM is about moving your target accounts through the buying cycle by engaging them with multiple strategies. This snapshot delivers the only comprehensive account level view of that engagement.

6

LEAD GENERATION PROGRAM PERFORMANCE

7

METRICS 1. Cumulative number of target accounts reached by week.

2. Measure how your reach into your target account list paces and scales over the course of the campaign.

DECISION MAKING Validate you are engaging with your target accounts at scale, over time.

Get insight into how quickly you are getting mass penetration into your target account list.

ABM Account Based Marketing is all about account penetration into your target account list. Being able to measure that reach over time, validates how quickly you are reaching scale with your ABM programs.

8

LG WHAT NEXT?

Validate the eectiveness of your data and media to inform your content and marketing strategies.

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SURGING ANALYSIS SUMMARY The Surging Analyti panel provides the following insights:

The most engaged Accounts, showing a surge in their research of topics related to a marketer’s products or services.

The Topics your target accounts are surging on.

The Topics surging at the accounts your leads are from.

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SA WHAT NEXT?

Validate the eectiveness of your data and media to inform your content and marketing strategies.

20

TARGETED ADVERTISING ACCOUNT ENGAGEMENT

21

METRICS Drill down into the high level metrics.

1. Identify the top accounts reached.

2. The Impressions by Account and Uniques by Account charts highlight the top 5 accounts reached.

3. You can maximize the chart to see a long list of top accounts reached, or click the download icon to export the full list.

DECISION MAKING Identify the most engaged accounts to drive eectiveness of your targeted advertising programs with custom content.

Continue nurturing your target accounts using multiple advertising tactics to not only reach more accounts, but to also reach all the decision makers and inuencers at your target accounts. Focus YOUR nurturing and content strategies.

ABM By validating your data & media are reaching the right accounts, you can help marketers identify the most engaged accounts to focus their nurturing and content strategies.

22

TARGETED ADVERTISING ATTENTION METRICS & ATTRIBUTION

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What do attention metrics & site attribution tell me?

Measure how total exposure (in hours) over the life of your program is driving total visits to your site from your target accounts.*

Identify your target accounts which are getting the most exposure (in hours).

Use custom nurturing tactics to move the most exposed accounts through your funnel faster.

Account Engagement is the best realtime metric to measure and validate success of your programs.

Total visits by Company.

Identify the most engaged target accounts that are generating the most site traďŹƒc.

Note: Exposure is deďŹ ned as in-view by your target accounts for over 1-second.

DECISION MAKING Correlate how an account's extended exposure to your creative is driving site traďŹƒc from that account.

Accounts with less exposure may require more extensive nurturing tactic to move them through the funnel.

*Requires deploying Madison Logic's site attribution tags (link to details).

Contact your Madison Logic representative for more information.

Use the surging topics reports to develop custom nurturing tactics for the most engaged accounts.

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TARGETED ADVERTISING SUMMARY The Accounts that are most engaged.

How exposure to your creatives is driving traffic to your website.

25

TA WHAT NEXT?

Validating the attribution & engagement of your target accounts provides a real time measurement of your ABM performance.

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Conclusion With Engagement and Attribution metri , marketers now have access to real time metri to help them identify and measure: 1. The overall effectiveness of their ABM programs.

2. The accounts that are the most engaged, to drive their targeting and nurturing tactics.

3. The topics that are most relevant to their target accounts, to create more engaging content.

4. The most effective assets to optimize their content strategy.

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