85–90% of Account Based Advertising value to be counted in Assisted Engagement
Account Based advertising should not only be measured on actual campaign clicks to web site. Campaign clicks are like the top of an iceberg – the most visible part of the value – why assisted engagement need to be counted.
By Peter Juul Ottesen | 1 MIN READ
Account Based advertising should not only be measured on actual campaign clicks to website.
The value of having seen online advertising and then visiting a website afterwards simply by searching, typing directly or by referral from others in a buying center should also be counted. Focusing only on campaign clicks is not attributing enough value to Account Based Advertising.
Campaign clicks are like the top of an iceberg – the most visible part of the value.
The basic nature of advertising is to influence the mind of the receiver, e.g. catch attention; change or enhance a perception and initiate a desired behavior/response. So just focusing on the click behavior is only part of the value of advertising.
Attribution analysis can be one of the tools to determine the total value. But this is often very difficult in reality because of very small data pools per account and campaigns.
We have looked across our campaigns and clients and estimate that on average 10 – 15% of the total engagement comes from clicks and that 85 – 90% can be counted to assisted engagement.
“Do not count the companies you reach, reach the companies that count.”
You might like these:
5 key learnings to know aboutProgrammatic Account Based Marketing. Technology is changing the way we market. As CMOs are looking for solutions to increase revenue and profitability, Programmatic ABM is the ultimate solution to engage your customers in an...
If you want to succeed with your Account-Based Marketing (ABM) campaigns, then check out these five key areas in which you need to excel. Account Selection: 1 to 1 Sales and Marketing Alignment Don’t have marketing throw darts at a piece of paper and hope for the...
Kristen Bernikows Gade 1, 3.
DK-1105 Copenhagen K
Tel: +45 33 97 96 00
18 Rue Venizelos
Tel: + 33 (0)6 14 20 77 07