1 - Overview

ABM At Your Fingertips

The Full Circle Method for Account-Based Marketing (ABM) leverages data from four dashboards — Planning & Achieving, Activation, Funnel Progression, and Revenue — to support and measure the success of your ABM strategy.

It all starts with Planning & Achieving. An effective ABM strategy begins with a plan that’s data-driven and realistic, but any marketer worth their salt knows that even the best plans can be improved. The Planning & Achieving dashboard contains key metrics that inform smarter planning choices and show you where to optimize your strategy to keep things on track.

Once you’ve put your plan into practice, it’s time to focus on Activation. Put simply, the Activation dashboard helps you gauge the level of interest from your Target Accounts. More active engagement often means greater interest in buying what you’re selling, so the data from this dashboard helps you identify which accounts are ready for more interaction.

When all that targeted marketing pays off and a Targeted Account starts progressing through your funnel, you can track their journey using the Funnel Trends dashboard. Not only does this dashboard enable you to see where specific target accounts are located within the funnel — once you’ve got some historical data built up, it’ll also provide you with insights into key performance metrics over time, enabling you to see any areas where processes can be tightened up to increase efficiency.

Your company probably launched its ABM strategy at least in part because of ABM’s reputation as the smart, lean way to bring in more money. With the Revenue Dashboard, there’s no need for leadership to take marketers’ word for it. This dashboard offers an overview of ABM’s contribution to overall company revenue, as well as a deep dive down to the campaign level to see what’s earning the most.

The ABM Methods & Dashboards Guide introduces each dashboard component-by-component. In addition to every sample chart, you will find:

• A summary of the information it contains
• An interpretation of what that information is saying
• A brief use case describing how to read it and when to use it
• Information about the report and database that supplied the source data

It may be helpful to bookmark this guide for reference during your first few months using Full Circle ABM.