The results of doing ABM from traditional demand generation tactics have made a great deal of difference in the B2B space – and for the better. But we’ve progressed considerably in our marketing journey and the B2B customer journey has only gotten more intricate as we move forward. There are more channels available (both online and offline) for engagement, similarly more devices to engage on, making it overwhelming or near impossible for marketers to keep track of their customer journey. This is where account based marketing attribution can help. Doing account based marketing without attribution is like taking aim without a definite goal that you can’t validate. It’s just not accurate if you don’t have the right data attribution for your ABM. The key is to see that today’s buyer is never a single person/individual who progresses along your funnel, but a set of decision makers, with different pain points that we group into accounts. And marketers can’t be efficient if they’re tracking ‘leads’ instead of tracking accounts through the funnel.

Why Is Account Based Attribution Important?
Account based attribution is a technique for organizing data. It’s about tying your efforts directly to revenue so you can optimize for the right outcome. Tweet This! In most B2B organizations, the marketing team and the sales team have their separate data, and the two rarely overlap. But that needs to change. Your marketing team should care about the sales data as it holds the ultimate key for success – revenue. You want to be able to grow your pipeline marketing, which is to expand all the stages of the funnel, instead of focusing on just one stage of it. By using multi-touch/full-path attribution analysis to measure the ROI of their efforts, ABM practitioners can make better decisions regarding their budget allocations.

With rife competition and tight budgets, marketers are required to demonstrate measurable results i.e. data to show that marketing is doing its job and getting better each day. In this article, we bring you 5 reasons why your ABM efforts will fall flat on its face without the help of attribution.

Read more @ https://deck7.com/blog/your-latest-account-based-marketing-guide-to-b2b-success?utm_source=Niranjan&utm_medium=backlink