Table of Contents
Account-Based Marketing (ABM) is a highly specialized strategy typically utilized during the Bottom of the Funnel (BOFU), or Decision Stage, to convert high-value prospects. Since ABM focuses on engaging specific, high-value target accounts, the metrics (KPIs) used to measure success must shift away from broad reach toward specific pipeline acceleration, influence, and conversion efficiency.
Video content plays a critical role in ABM campaigns, particularly through personalized video. These videos are deemed essential for cutting through the noise and engaging key stakeholders within target accounts. Consequently, successful ABM measurement requires tracking not just final outcomes but also the velocity and influence video has on the sales pipeline.
Pipeline and Sales Cycle Acceleration Metrics
The most relevant metrics for tracking the success of ABM campaigns and personalized sales videos relate directly to the movement and value of deals within the pipeline:
Pipeline Influence
This KPI measures the total value of all open opportunities that have touched a video asset. Since ABM campaigns often deploy personalized sales videos and detailed demonstrations, tracking their influence on the pipeline is a primary goal.
Pipeline Velocity
This measures the speed at which leads move through the sales pipeline. Effective, targeted video content used in ABM is designed to speed up the journey of high-intent leads toward a close.
Sales Cycle Acceleration
This metric tracks the reduction in the average time it takes to close a deal.
Demo Request Rate / Meetings Scheduled
This KPI measures the percentage of leads completing the desired action, such as requesting a product demo or scheduling a meeting. Personalized videos or detailed product demos are key assets deployed here.
Proposals Sent Out/Won
This KPI tracks the success of BOFU content, including personalized videos, in progressing prospects to the final commitment phase.
Conversion Efficiency and Revenue Metrics
Since ABM primarily targets conversion, these metrics assess the profitability and efficiency of the campaign:
Conversion Rate
This measures the percentage of leads that turn into paying customers. This is the ultimate goal of BOFU channels like ABM.
Return on Advertising Spend (ROAS)
This calculates the revenue generated per advertising dollar spent, assessing the profitability of conversion campaigns.
Customer Acquisition Cost (CAC)
This metric calculates the total expense required to acquire a new customer, assessing the efficiency of the conversion effort.
Orders or Units Sold / Purchase Conversions
These measure the direct transactions completed at the conversion stage.
Deal Close Rate
This tracks the percentage of deals closed after engaging with BOFU content, particularly following sales calls or consultations.
Video Engagement Metrics in ABM
To ensure the specialized video assets used in ABM (such as personalized sales videos, detailed demos, and testimonials) are effective, engagement metrics must be closely monitored.
Engagement Rate
This shows how actively leads interact with the content. For ABM targeting, specific engagement on MOFU/BOFU content, such as a video demo, should aim for 20-30% engagement.
Video Watch Time / View Duration
This metric provides valuable insights into how leads are interacting with the MOFU and BOFU content, indicating the value the content provides to the viewer.
Heat Mapping
Analyzing heat mapping in conjunction with engagement rates for comparison videos can show how prospects interact with content that vets competitors.
Click-Through Rate (CTR)
This measures the percentage of clicks on content, showing interest in deeper engagement, particularly within email nurture sequences that precede BOFU actions.
Summary
For ABM strategies utilizing video, success is measured by a combination of high-level business KPIs—such as Pipeline Influence and Conversion Rate—and granular video-specific KPIs—such as Engagement Rate and Watch Time—to ensure the tailored content effectively accelerates high-value accounts through the final decision stage.
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