EP. 62 - You Need To Change How You Track Account Engagement in B2B Marketing With Davis Potter

This is a podcast episode titled, EP. 62 - You Need To Change How You Track Account Engagement in B2B Marketing With Davis Potter. The summary for this episode is: <p>In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> interviews <a href="https://www.linkedin.com/in/davispotter62/" rel="noopener noreferrer" target="_blank">Davis Potter</a>, CEO and founder of ForgeX, an account-based go-to-market research firm. They discuss key metrics and benchmarks for ABM success, why engagement measurement is important but challenging, and tips for modeling engagement in a scrappy way when resources are limited.</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(05:14) Metrics and benchmarks for ABM are difficult because every company defines and measures things differently. There is no standard model or funnel.</p><p><br></p><p>(08:11) Engagement can be measured at the account and contact levels. Important to track buying group engagement for open opportunities.</p><p><br></p><p>(16:39) Since standard benchmarks don’t exist, compare over time or use a control group rather than trying to compare to industry averages.</p><p><br></p><p>(19:34) Marketing, sales, and customer success touches should all be included in engagement modeling. Focus on meaningful interactions.</p><p><br></p><p>(23:10) For scrappy marketers, start tracking engagement manually in Excel while proving out the model before investing in more advanced tech.</p>