In this episode of Scrappy ABM, host Mason Cosby interviews Davis Potter, CEO and founder of ForgeX, an account-based go-to-market research firm. They discuss key metrics and benchmarks for ABM success, why engagement measurement is important but challenging, and tips for modeling engagement in a scrappy way when resources are limited.
05:14 Metrics and benchmarks for ABM are difficult because every company defines and measures things differently. There is no standard model or funnel.
08:11 Engagement can be measured at the account and contact levels. Important to track buying group engagement for open opportunities.
16:39 Since standard benchmarks don’t exist, compare over time or use a control group rather than trying to compare to industry averages.
19:34 Marketing, sales, and customer success touches should all be included in engagement modeling. Focus on meaningful interactions.
23:10 For scrappy marketers, start tracking engagement manually in Excel while proving out the model before investing in more advanced tech.
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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