Dear Trenchers,

ABM is often confused with lead generation, but it's important to remember that they are two different things. Lead generation is about casting a wide net and attracting as many leads as possible. ABM, on the other hand, is about targeting specific accounts and building relationships with them.

Here are four different ABM goals—and 8 KPIs to measure:

𝗚𝗼𝗮𝗹 #𝟭. 𝗡𝗲𝘁-𝗡𝗲𝘄 𝗥𝗲𝘃𝗲𝗻𝘂𝗲

The goal for net-new revenue is to generate more opportunities, that are larger, and then win more of them.

Let me explain.

- ABM has proven in different studies to generate opportunities with more than 20% of target accounts.

- Those deals are on average 171% larger

- And win-rates tends to be 48% better

So:

- Generate more opportunities (KPI = qualified net-new pipeline)

- Generate larger opportunities (KPI = ACV)

- Win more of them (KPI = win-rate)

If there's one thing to bear in mind so far, it's that the main KPI for the first ABM goal is the total net-new revenue your ABM program generates

𝗚𝗼𝗮𝗹 #𝟮. 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲 𝗔𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗶𝗼𝗻

Pipeline acceleration is about winning more pipeline deals, faster.

It's about:

Working closely with account executives (AEs) to analyze high-value deals currently in your pipeline; and then

Creating 1:1 and 1:Few campaigns with specific messaging and content to address the target segments, use cases, challenges, questions, and objections from those accounts

At this stage, the main KPI is pipeline velocity. It measures the speed at which your ABM deals are moving through the sales pipeline.

Essentially, pipeline velocity encompasses various stages of the sales process, from the generation of leads to their conversion, providing valuable insights into how swiftly they are moving through each stage.

By closely monitoring this KPI, marketing and sales teams can identify potential bottlenecks or areas of improvement in their ABM efforts.

A higher pipeline velocity indicates a more streamlined and efficient sales process, resulting in shorter sales cycles and faster revenue generation.

𝗚𝗼𝗮𝗹 #𝟯. 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 𝗮𝗻𝗱 𝘂𝗽𝘀𝗲𝗹𝗹𝘀

When selling to enterprise accounts, the biggest opportunity is not in landing new accounts, but expanding existing ones.

This is about working with AEs, champions, and power users from existing accounts (current customers) to identify and prioritize new use-cases, target departments and regions.

These are 1:1 programs that you usually run in collaboration with your champion.

The most important KPI here is expansion revenue, i.e. the extent to which you were able to grow the Annual Contract Value (ACV) of existing accounts.

𝗚𝗼𝗮𝗹 𝟰. 𝗥𝗲𝗻𝗲𝘄𝗮𝗹𝘀

Most B2B companies assume that when it comes to customer satisfaction, “no news is good news”.

But here’s the truth: only 1 out of 26 unhappy customers complain, the rest simply churn.

Shocking, isn't it?

The main KPI here is Gross-Revenue Retention. This measures the percentage of revenue that you retain from existing customers each year.

And the main KPI for renewals and expansion together is Net-Revenue Retention.

-—

Now, here's the most interesting part:

While most companies focus on programs to accelerate pipeline, expanding existing deals and preventing churn could be way easier to launch.

Unfortunately, most B2B companies never consider those programs.

PS: Ready to elevate your B2B marketing game? Join our online academy and unlock the keys to B2B marketing success with our comprehensive courses.

You'll be joining a vibrant community of forward-thinking marketers driven by revenue growth.

Here's what you'll gain access to:

• 📚 All our B2B marketing courses including a 6-week ABM playbook, LinkedIn Allbound marketing playbook, and 11 more courses that aren't available to the public

• 💬 Private Slack community to answer all your burning questions

• 📋 Personalized learning plan. Unsure where to start or how to maximize your learning potential? We'll craft a tailored plan based on the time you can dedicate to your education.

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How to create awareness in the channels you can’t target directly

Not everyone has a target audience that hangs out on social media every day and is easy to reach and prospect.

Whether we like it or not, there are many conservative markets where you can only educate and nurture target buyers through communities, associations, and forums.

Join a new webinar hosted by our co-founder Andrei Zinkevich and Arthur Castillo from Chili Piper to learn:

• How Chili Piper drives awareness through Slack communities: program examples;

• How to measure the success of your community engagement strategy

• How to define engaged accounts and carry out maintenance and activation.

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Questions from fellow Trenchers

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• Morning! Has anyone seen a good playbook for events? i.e. Pre, during, and post event plan success planning.

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Adechina D. ODJO