Measuring ABM Results – B2B Healthcare Case Study
In our other video post, Ben Person, the CMO at Nuvolo, explained the various stages of ABM & Social Media campaigns. In the video below, he talks to Adam Turinas, the CEO & Founder of healthlaunchpad about the gains they have derived from ABM, some of the Key Performance Indicators (KPIs), and how they approach measuring results.
We hope that the tips and lessons from this video will enlighten you and prepare you on your ABM journey.
ABM – Measuring Results – Video Highlights
The below case study video explains Nuvolo’s ABM experience in the following:
- ABM Measurement – KPIs
- Targeting Current Pipeline With ABM
- Using ABM to keep Brand In front of Buyers
- Impact of ABM On New Pipeline
- Multiple ABM Targeting – Increased Revenue
#1. ABM Measurement – KPIs
Ben begins by recognizing that ABM is hard, but confirms that they have been able to successfully measure Return On Investment(ROI).
He explains some of the ABM measurements they have registered in the last quarter.
Some of the performance indicators their organization has recorded include Page Views & Pipeline KPIs.
- 6,000 page views that were influenced through ABM in the last quarter
- 17 million net new pipelines were influenced by ABM in the last quarter
- 47 million of the existing pipelines were influenced by ABM
#2. Targeting Pipeline for Opportunities & Leads
ABM has become increasingly important throughout all pipeline stages.
#3. Keeping The Brand In front of Buyers
Keeping ABM running for all current opportunities through the buyer journey ensures that the brand remains in front of the buyer throughout the entire purchase journey.
For instance, when there is a Request for a Proposal (RFP), there is usually very limited interaction with target buyers during the process.
However, with ABM, your brand, brand message, and valuable brand information are kept in front of potential customers through the entire RFP process.
And it allows you d to keep your brand and value proposition in front of potential buyers at a critical time.
#4. ABM Measurement – Increased Value of Opportunities
Ben dives into how they measure ABM to find out how it is potentially increasing the value of opportunities.
Ben explains that when they apply ABM to the net new pipeline, it increased the average size of that opportunity by almost 50%.
Their Annual Recurring Revenue (ARR) also increased by 49%
#5. Multiple ABM Targeting – Increased Revenue
Ben further explains that the reason their revenues had grown through the use of ABM. This is because they do not just sell into one department within a hospital or an organization.
Instead, they sell into multiple departments within an organization.
And so the more departments or organizations can see your brand or solutions through ABM, the higher the chances of increasing your revenue opportunities
ABM Benefits & Measuring Results – Video
If you want help with your account-based marketing strategy for healthcare, contact us.