3 Steps To Drive Demand With ABM Social Media Campaigns
Solutions Review, March 17th, 2023
B2B marketers don't need to be convinced to adopt an account-based marketing (ABM) approach-the overwhelming majority are already there, according to Foundry research, which revealed that 94 percent of marketers have an ABM strategy in place.
While B2B marketers have enthusiastically embraced ABM, most still struggle with performance measurement; the same survey revealed 81 percent of survey respondents found quantifying program results as their top challenge.
The performance measurement challenge revealed by the survey suggests many marketers aren't sure how to assess the effectiveness of their paid and organic social media campaigns. The first step is to identify a solid ABM framework, and Forrester's B2B Revenue Waterfall can provide the necessary structure. That's why marketers are increasingly considering the buying group journey regarding the eight revenue stages depicted in the updated waterfall.
Here's a look at how B2B marketers can map out social media campaigns to get better insight into the customer journey, plus an overview of the metrics you'll need to understand how well your paid and organic social media campaigns perform.