基于客户的营销测量的最终指南（英文版）.pdfVIP

用户上传 更多免费报告请查看研报客 THE DEFINITIVE GUIDE TO ACCOUNT-BASED MARKETING MEASUREMENT 用户上传 更多免费报告请查看研报客 WELCOME to The Definitive Guide to Account-Based Marketing Measurement. This guide will walk you through everything you need to know to measure your account-based marketing efforts for optimal performance. Specifically, you’ll learn the following: 1) What is account-based marketing (ABM)? 2) What is ABM measurement? 3) Lead-to-account mapping 4) Top-of-the-funnel ABM metrics 5) Middle-of-the-funnel ABM metrics 6) Bottom-of-the-funnel ABM metrics 7) ABM Testing and optimization Let’s get started! 用户上传 更多免费报告请查看研报客 CHAPTER 1: WHAT IS ACCOUNT-BASED MARKETING (ABM)? Before we discuss account-based marketing measurement, we must first understand what it is, and why more B2B marketers are implementing it today. Account-based marketing — commonly referred to as ABM — is the B2B marketing methodology or strategy that takes the reverse approach of the demand generation process. Rather than casting a wide net by engaging a wide range of people with the hope that some within that group are good, qualified prospects, ABM begins with a list of qualified target accounts and then develops strategies and tactics to market specifically to those accounts. At a fundamental level, ABM differs from inbound marketing or demand generation marketing strategies because it starts with the list of qualified The Definitive Guide to Account-Based Marketing Measurement 3 用户上传 更多免费报告请查看研报客