ABM Analytics Super Bowl 5: Up Your Game: Activating Your ABM Content to Measure Account Engagement

February 1, 2018 Brandon Redlinger

It’s 4th & goal, a tie game. With the end-zone in sight how are you going to make sure you win?

For almost a century most major league sports franchises took stock in the same old stats – batting averages, goals and assists, passing yards, you get the picture. These stats, combined with conventional wisdom lead to assumptions that were often wrong. But then along came modern statistical analysis. It showed there was a new class of data that was a far better indicator of success on the field. The Moneyball era was born.

Digital marketing is undergoing the same shift: marketers are re-evaluating the relevance of traditional metrics like clickthoughs, page visits, form completes and social shares. Why? Because these proxies for engagement are no substitute for actually knowing what pieces of content your prospects are reading and watching and for how long. The conventional metrics force marketers to make assumptions about how people are interacting with their content – and like common wisdom, assumptions are often wrong.

ABM is no different. You need the right data to understand how accounts are truly engaging with your content to make the right decisions and evaluate your success. Join us in this 45-minute session to make sure you don’t fumble on when the game is on the line.

View all slides and replays from the ABM Analytics Super Bowl.

About the Author

Brandon Redlinger

Brandon Redlinger is the Director of Growth at Engagio, and is obsessed with anything Account Based Marketing and Sales related. He has been in sales and marketing his entire career, leading teams across the country from NYC to Denver to the San Francisco Bay Area. Brandon is passionate about the intersection between technology and psychology, especially as it applies to growing companies. In his spare time, you will find him buried in a book, hitting the gym or on an adventure exploring the world.

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