What should be measured in ABM?

Which metrics need to be applied?

So, what should we measure with ABM?Net new lead and opportunity creation aren't enough to fuel modern-day marketing success. Use these three categories to round out how you measure your marketing effectiveness with ABM: 1. Coverage 2. Engagement 3. Productivity1. Coverage How effectively is your team collecting data about, and building permission with, the people who matter at your target accounts? 2. Engagement What is the aggregate level of engagement for your target accounts? An important metric is how effectively your ABM initiatives engage the right people at target accounts. 3. ProductivityHow are your ABM activities, conversations, and investments improving target outcomes? And what happens when you want to know how well each individual ABM activity and campaign performs, specifically?

Do you feel well equipped to start using these categories to measure your ABM activity?

Yes, this doesn't seem like too much of a challenge
Maybe, however there remains work to do
No, it will require a shift in the way we currently measure our marketing activity