Are your ABM Channels doing their job well?

This newsletter is dedicated to the folks like me who are sad about not getting Coldplay tickets *sigh*

For now, I play Backstreet Boys on Spotify and write this newsletter, to help you become an even better ABMer.

This week, I’ll be building on the ABM Channels part mentioned in my earlier newsletter. 

If you missed last week’s newsletter, I talked about reviewing your account selection.

Let’s dive into how you can evaluate the performance of your ABM channels.

Channels:

• Email
• LinkedIn Ads
• LinkedIn personal Outreach
• Phone Calls
• Events

Email Campaigns

Your email campaigns can be nurtures, follow ups, with a mix of automatic and manual emails. You should be able to get relevant metrics from your CRM. But what do they mean for your program?

Metrics:

Open Rate (20-30%): A healthy rate indicates effective subject lines and targeting.

Click-Through Rate (CTR: 2-5%): Shows if content resonates; higher CTR means relevant and compelling content.

Low Bounce Rate (<2%): Ensures clean lists and accurate data.

What It Means:

High Open, Low CTR: The subject line works, but content needs refinement.

Low Open Rate: Poor targeting or subject lines; A/B test subject lines and segment lists more effectively.

Actions to Improve:

Optimize content with stronger CTAs, improve segmentation, and run A/B tests for subject lines.

LinkedIn Ads

LinkedIn ads being the most efficient PPC channel to provide air cover during the ABM; your ad$$ must be used well.

Metrics:

Impression and CTR (0.5-1%): Shows visibility and ad relevance.

Cost Per Click (CPC): High CPC indicates overly broad or irrelevant targeting.

What It Means:

High Impressions, Low CTR: Messaging doesn’t resonate with the audience.

High CTR, Low Conversions: Landing page or offer may need optimization.

Actions to Improve: 

Refine messaging, adjust audience targeting, or optimize landing pages.

Not so subtle plugin: Running personalized ads through Recotap will ensure 3.56x increase in CTR.

LinkedIn Organic Outreach

Metrics:

Connection Acceptance Rate (20-40%): Indicates how well your outreach is aligned with the recipient's interests.

Response Rate (10-20%): Measures how engaging your outreach message is.

What It Means:

Low Response Rate: Messaging isn’t personalized enough.

High Acceptance, Low Engagement: Prospects are willing to connect but aren’t compelled by follow-ups.

Actions to improve: 

Personalize outreach further, focusing on shared insights or mutual connections. You can comment on their posts, dm them about something they wrote which you’re able to relate to etc. 

Also make sure you are connecting with the right people related to the account. Often people make the mistake of only targeting the C-suites. Often, the relevant department managers can get you more success in your program. 

Phone Calls

Metrics:

Connection Rate (30-50%): Measures the number of calls that lead to meaningful conversations.

Lead-to-Meeting Conversion Rate (20-30%): Indicates the effectiveness of the conversation in driving interest.

What It Means:

High Connection, Low Conversion: You’re reaching prospects, but the value proposition isn’t compelling.

Low Connection Rate: You may not be reaching the right people or need to refine your call list.

Actions to Improve: 

Refine call scripts, better qualify leads, and improve personalization.

Events

Metrics:

Registration vs. Attendance (60-70%): High registration but low attendance indicates a mismatch between expectations and delivery.

Post-Event Follow-Up Success: Conversion rate from event attendees to meetings or demos.

What It Means:

Low Attendance: Engagement strategies like reminder emails may need improvement.

High Engagement, Low Conversions: The content may not address key pain points.

Actions to Improve: 

Refine follow-up messaging and personalize event content for better alignment.

So that’s how you create a progress report with valuable action points of your ABM channels.

Don’t forget to forward this newsletter to your friends in B2B who might find value from me! 

(In other words, please help me get more subscribers so I can ask for a raise)

Check out the latest from our comic series:
The Marketing Tales