4 - ABM and Attribution

Campaign Effectiveness

The ultimate goal of any ABM strategy is relatively simple: To increase the effectiveness and efficiency of revenue production for Target Accounts. Marketing campaigns play a key role in attracting interest and encouraging these accounts to progress through the funnel, so it's critical that savvy marketers be able to determine which campaigns are furthering their ABM goals.

We'll dig into more detail on your dashboard components in the ABM Method & Dashboards guide, but as you begin your journey with Full Circle ABM, it's helpful to know what kinds of questions this platform will enable you to answer about your campaign effectiveness. You'll be able to answer broad questions, like "Which campaigns have contributed most to our revenue from Target Accounts?"

You'll also be able to get more granular, determining which campaigns were most effective in pushing accounts through specific stages of the funnel. This information can be particularly valuable for early stages like Engaged and Prioritized:

When Full Circle's attribution calculations run, they populate the "Account Funnel Stage" field on the Attribution object (Campaign Influence Detail), stamping the funnel stage that followed the campaign response and enabling you to report on that outcome.