Top 13 ABM Metrics You Must Track for Success
Account-based marketing (ABM) enables hyper-personalized campaigns targeting high-value accounts. When implementing this strategy, it’s essential to identify abm metrics to track so you’ll need to know if your efforts yield results.
With so many metrics, how do you know which ABM metrics to track?
This article will provide a comprehensive view of which key ABM metrics to track to measure performance. From customer acquisition cost to retention, these metrics will help refine strategies and drive results.
Why You Need to Track ABM Metrics
Tracking account-based marketing (ABM) metrics ensures your strategy delivers results.
Measuring the right metrics ensures alignment between sales and marketing, helps you optimize campaigns, and demonstrates ROI to stakeholders.
ABM requires collaboration between sales and marketing teams. The right metrics can create a unified framework, helping both teams understand their roles in the buyer’s journey. This reduces friction and builds a cohesive experience.
Additionally, key performance metrics can help identify bottlenecks in the buyer’s journey, allowing you to optimize the process. A smoother experience leads to faster deal closures and happier customers.
13 Top ABM Metrics to Track
A winning ABM strategy can increase your meetings booked, pipeline and revenue. But which metrics should choose to measure?
Here are 13 ABM metrics to track for your sales and marketing team to know if you’re on the right path.
1. Target Account Reach
Target account reach measures the percentage of your target accounts reached by your ABM campaigns. This foundational metric indicates how effectively your campaign gets in front of your ideal customer profile (ICP).
To measure target account reach, simply calculate the number of target accounts that have received any touchpoint (ads, emails, etc.). Then, divide by the total number of target accounts.
You can use tools like RollWorks or 6sense to track ad impressions served to your target accounts.
2. Target Account Engagement
Once you’ve reached the right accounts, the next ABM metric to track is target account engagement. This metric measures the level of interaction target accounts have with your ABM campaigns.
Engagement reflects the resonance of your messaging and the readiness of accounts to move down the funnel.
For example, you can track account engagement as:
- Website visits by target accounts
- Content downloads
- Social media interactions
- Event registrations
- Email open and click rates
Look for accounts with multiple engagement touchpoints (e.g., 3+ touches) to prioritize sales outreach.
3. Accounts In-Market
Approximately 3% of buyers have a pressing need and are actively looking for solutions at any given time. Measuring accounts in the market helps sales and marketing focus on buyer intent based on their actions.
Measuring accounts in-market identifies which accounts are actively considering solutions, helping to focus resources on high-priority opportunities.
Use intent data platforms to track indicators like searches, content consumption, and competitor visits.
For example, set a website tracker to see which accounts visit high-intent pages such as pricing, solutions, demos or product tours.
4. Meetings Booked
Whether it’s a discovery call or an initial demo, measuring meetings booked shows that you’re generating high-intent leads.
Booking meetings serve as the best indicator of that interest. It’s essential to draw interest from accounts that fit your ideal customer profile.
First, determine the number of demos and meetings you need to book each month and quarter.
Track and review this ABM metric on basis as an indicator to show you are moving in the right direction.
5. Pipeline Influence
Traditionally, marketing teams are measured against marketing qualified leads (MQL). However, more and more teams are now measuring the impact of marketing on the pipeline.
One of the ABM metrics to track is the attribution of pipeline opportunities to ABM efforts. This demonstrates how ABM campaigns contribute to revenue generation.
You’ll need to track the dollar value of opportunities influenced by your ABM activities to properly measure pipeline influence. Use multi-touch attribution models to account for the entire buyer journey.
6. Win Rate
Win rate is a critical metric because it shows how effective your sales and marketing efforts are in closing new deals. Essentially, the win rate tracks the percentage of opportunities closed as wins.
It’s a straightforward indicator of ABM effectiveness. Measuring your win rate helps you assess how well your team converts potential deals into customers.
It’s also important to benchmark your ABM efforts versus other marketing initiatives to determine how effective they are. Compare win rates for ABM-influenced accounts versus non-ABM accounts to assess program impact.
7. Sales Velocity
Sales velocity measures how quickly your prospects progress through the marketing funnel to become customers.
Tracking the speed at which leads advance through your pipeline effectively identifies which campaigns help progress accounts through the funnel.
It also indicates whether you’re targeting the right accounts. Potential customers engaged and in the market for a new solution are more likely to close faster than traditional outbound campaigns.
It’s crucial to monitor not only the overall sales velocity but also the speed at which accounts transition from one stage to the next in your process pipeline.
8. Average Contract Value (ACV)
The average revenue generated per account will likely be higher than that generated by other marketing campaigns.
A higher ACV from ABM accounts validates the strategy’s focus on high-value opportunities. It also helps you determine whether ABM is the ideal go-to-market strategy for your company.
Calculate total revenue from ABM-influenced accounts and divide by the number of accounts.
9. Customer Acquisition Cost (CAC)
Customer acquisition cost (CAC) estimates the total expense of gaining a new customer.
It includes advertising, marketer salaries, and salesperson costs, divided by the number of customers acquired.
This is an important ABM metic to track because it measures how effectively you are investing into your strategy. It provides a valuable metric to fine-tune your investment strategies and make informed choices for your growth.
10. Customer Lifetime Value (CLV)
Customer lifetime value (CLV) measures the total revenue a business can anticipate from one customer throughout their relationship.
This ABM metric allows you to assess every customer’s revenue and growth potential over time. It helps you determine if you’re targeting the right customers and continuously providing recurring value.
While customer acquisition cost is typically not included in most CLV formulas, it can still be valuable in measuring lifetime value. By comparing the costs of acquiring a customer to their overall lifetime value for the business, you can evaluate the effectiveness of your marketing and sales strategies.
The benchmark for CLV is for a CLV-to-CAC ratio of 3:1 or higher.
11. Revenue Won
One of the most important ABM metrics to track is revenue won.
Total revenue generated from ABM campaigns directly ties ABM efforts to business outcomes.
To determine this ABM success metric, measure the revenue generated from successfully converted target accounts. This includes the initial and expansion sales such as upsells, cross-sells, and renewals stemming from the ABM campaign.
12. Upsells and Cross-Sells
ABM doesn’t just stop when the first deal is closed. An effective strategy guides customers through the funnel and continuously builds the relationship until the customer becomes an advocate.
This is why tracking upsells, cross-sells, or any additional revenue from existing ABM accounts is so important.
Acquiring new customers can be expensive. However, upselling and cross-selling to your existing customers can help you achieve quick profits and improve your return on investment.
Since you’ve already put the effort into ABM, it makes sense to maximize the value of those interactions possible.
13. Retention and Churn
The retention rate is the percentage of accounts retained, while the churn rate is the percentage lost.
A range of 85% to 95% in SaaS is acceptable, with higher gross retention values preferable. While 110% for net revenue retention is the gold standard.
Know how many high-value accounts are and aren’t renewing and why.
Marketing and sales should attract new customers and maintain the high lifetime value of existing accounts. If LTV is low and churn is high, it’s time to assess the issues post-sale.
Common Challenges in When Choosing The Right ABM Metrics To Track
Integrating account-based marketing (ABM) into your strategy can be tricky, especially when measuring success. Without a solid foundation, tracking and analyzing the right metrics becomes a challenge. Here are three common obstacles to watch for:
Here are three common challenges to be aware of when choosing which ABM metrics to track:
1. Choosing the Right Metrics
With countless metrics available, focus on those that align with your business goals and offer actionable insights. For example, some organizations may prioritize engagement metrics, while others focus on pipeline velocity or conversion rates.
2. Combining Data from Different Sources
ABM spans various platforms and touchpoints, making integrating data from multiple sources challenging. You’ll need tools like CRM systems or marketing automation platforms to get a clear picture.
3. Maintaining Data Accuracy
Inaccurate or inconsistent data leads to poor decisions and weak strategies. Regular data cleaning, validation, and standardization are essential for reliable insights. Effective tracking processes are also key to ensuring consistency over time.
Final Thoughts
Picking the right ABM metrics to track will transform your campaigns from guesswork to data-driven precision.
Start with foundational metrics like target account reach and engagement, then dive deeper into pipeline influence, sales velocity, and post-sale success.
Doing so will unlock ABM’s full potential and achieve measurable business impact.
If your company hasn’t tapped into the power of account-based marketing, then you’re leaving money at the table. Target the correct accounts, build engaging campaigns and drive better results from your strategy.
Not sure how to get started? Speak with one of our growth strategists today to see how we can make a difference in your sales and marketing efforts.
