Account-based marketing (ABM) was created "to help marketers stop generic sales pitches and zero in on the essential needs of their most important clients." Now, we are finally in a place where companies incorporate ABM into their marketing strategies and budgets.
Yet, many marketers are still struggling with measuring the effectiveness of their ABM campaigns, especially scoring accounts before handing them over to the sales team. To solve this problem, we implemented behavioral scoring to measure the efficiency of person-based ads in our ABM strategy.
This scoring method was designed to measure the interests of people based on their interaction with ads, enabling marketers to identify sales opportunities that were not captured with lead forms, emails, or phone calls.
Learn about this measuring method and how you can benefit from its impact.