Today's post is an excerpt from The MFS Guide to B2B Account Based Marketing.
As is the case with any sales or marketing initiative, metrics and reporting will play a hugely important role. While it goes without saying that the ultimate ABM metric or data point is revenue, there are some very important metrics to track that can give you the insights you need to grow your ABM revenue. One example would be pipeline analysis - if you can pinpoint areas where your ABM pipeline is faltering, and, if you can address the issue, then you can potentially see a big rise in ABM revenue as a result.
The ABM metrics we have included in this section are not exhaustive by any means, but they are the metrics we have seen to deliver the most insights over the past 15+ years in the B2B environment. The metrics we will focus on are in the following categories:
- Engagement and Awareness Metrics
- Account Coverage and Penetration Metrics
- Pipeline and Conversion Metrics
- Revenue and Growth Metrics
- Retention and Satisfaction Metrics
Engagement and Awareness Metrics
Target Account Engagement Score
Definition - Composite score showing how engaged target accounts are across channels (emails, ads, website, etc.).Formula - Weighted sum of engagement activities (e.g., website visits, email clicks, ad impressions, event attendance).
Account Engagement Rate
Definition - Percentage of target accounts showing engagement within a given period.Formula - (Number of engaged accounts ÷ Total target accounts) × 100
Target Account Reach
Definition - Measures how many of your target accounts have been reached with campaigns or content.Formula - (Number of accounts reached ÷ Total target accounts) × 100
Account Content Consumption
Definition - Tracks how much content a target account’s contacts consume (e.g., downloads, video views).Formula - Total content interactions per account (sum or average per account).
Key Engagement Trigger (Custom field in CRM)
Definition - Identifies specific actions that indicate buying intent (e.g., demo request, pricing page visit).Formula - Binary or timestamp field capturing trigger occurrence (1/0 or date).
Key Engagement Trigger Detail (Custom field in CRM)
Definition - Qualitative or quantitative detail describing the specific trigger event.Formula - Logged event data (e.g., “Requested demo on Oct 3 via landing page”).
Account Coverage and Penetration Metrics
Account Coverage
Definition - Degree to which key contacts/roles within target accounts are known and engaged.Formula - (Number of identified contacts ÷ Total desired contacts per account) × 100
Account Penetration
Definition - Extent of engagement or relationships within a target account.Formula - (Number of engaged contacts ÷ Total contacts in account) × 100
Pipeline and Conversion Metrics
Number of Meetings Booked
Definition - Measures sales meetings or demos scheduled with target accounts.Formula - Count of qualified meetings booked per period.
Opportunity Conversion Rate
Definition - Percentage of engaged accounts or leads that convert into opportunities.Formula - (Number of opportunities created ÷ Engaged accounts) × 100
Stage Conversion Rates
Definition - Measures the rate of movement between pipeline stages (e.g., SQL → Opportunity).Formula - (Number of deals moving to next stage ÷ Number of deals in previous stage) × 100
Sales Velocity
Definition - Measures how fast deals move through the pipeline to close.Formula - (Number of deals × Average deal size × Win rate) ÷ Average sales cycle length
Average Deal Size
Definition - Average revenue per closed-won deal.Formula - Total revenue from deals ÷ Number of closed-won deals
Content Association with Winning Deals
Definition - Identifies which content types are most associated with closed-won opportunities.Formula - (Number of closed-won deals influenced by specific content ÷ Total closed-won deals) × 100
Revenue and Growth Metrics
Upsell Metrics
Definition - Tracks additional revenue generated from existing customers.Formula - Total upsell revenue ÷ Total existing customer revenue
Upsell Rate
Definition - Percentage of customers who purchase additional products/services.Formula - (Number of customers with upsells ÷ Total customers) × 100
Cross-sell Rate
Definition - Percentage of customers who buy products across multiple categories.Formula - (Number of cross-sell customers ÷ Total customers) × 100
Customer Lifetime Value (CLV)
Definition - Total projected revenue from a customer over their lifetime.Formula - Average purchase value × Purchase frequency × Customer lifespan
Customer Acquisition Cost (CAC)
Definition - Average cost to acquire a new customer.Formula - Total sales & marketing spend ÷ Number of new customers acquired
Retention and Satisfaction Metrics
Customer Churn
Definition - Percentage of customers lost during a given time period.Formula - (Number of customers lost ÷ Total customers at start of period) × 100
Customer Satisfaction (Net Promoter Score - NPS):
Definition - Measures customer loyalty and likelihood to recommend.Formula - % Promoters (9–10) − % Detractors (0–6)
Another more qualitative metric that you should consider is your company or product’s appearances in analyst reports. These reports will give you a valuable insight into how your company is being perceived in the market. Appearances in industry reports can also give you a good reason to reach out to target accounts and share a complimentary copy of the report with a key decision-maker.
The ABM metrics we have included here are not meant to be the only metrics you track - but, they will give you a very solid starting position. There may be some additional metrics that are particularly relevant to your company's product or service that you could also include.
This post is an excerpt from the MFS Guide to B2B Account Based Marketing. If you would like to read more you can access the guide in full here. If you have a marketing challenge you are looking for support with, you are welcome to set up a no obligation initial strategy consultation with our team.