B2B marketing attribution firm Bizible has added new account-based marketing (ABM) capabilities to its platform designed to help users link their ABM initiatives to revenue, to gauge their performance.
Prior to the update, the platform aimed to tie individual leads to revenue. Now, new features such as lead-to-account mapping allow users to tie specific leads back to target accounts—enabling users to connect the dots to see how ABM efforts are impacting the bottom line.
The solution also generates a predictive engagement score by tapping into database insights, highlighting which accounts are ready to progress in the buying cycle, as well as those whose marketing tactics may need to be revisited.
According to Bizible’s 2016 ABM Metrics Report, conducted in partnership with ABM platform Terminus, only 40% of respondents reported that revenue generation is their primary metric to measure ABM success. Yet measuring revenue is “crucial” to the success of ABM, said Aaron Bird, CEO of Bizible, in a blog post. Bizible’s new ABM capabilities are designed to bridge that gap.
“There is simply no better way to justify the time, resource and capital investments than connecting your ABM directly to business outcomes in the same solution where you measure your demand generation marketing,” said Bird. “ABM represents a new era of sales and marketing collaboration towards common goals, and your metrics need to represent what is important to both stakeholders: the bottom line.”
