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Account-Based Marketing (ABM) is all about precision and focus. Instead of marketing to a broad audience, ABM targets a select group of high-value accounts that are most relevant to your business.
Think of it like this: rather than casting a wide net, you’re spear-fishing—targeting specific accounts with personalized campaigns.
When it comes to Account-Based Marketing (ABM), success isn’t just about effort—it’s about tracking the right metrics.
ABM is about prioritizing the right accounts, so having clear KPIs helps you see what’s working, where you can improve, and how your efforts align with your business goals.
Think of these metrics as your roadmap. They guide your strategy, show progress, and highlight areas to fine-tune. Whether it’s tracking account engagement, deal progression, or revenue from key accounts, these numbers help you focus your energy where it matters most.
In this post, I’ll walk you through 19 ABM metrics and KPIs that can take your strategy to the next level in 2025. Let’s dive in
19 Essential ABM Metrics & KPIs To Track
Here’s a solid list of ABM metrics and KPIs that matter most, along with their calculation formulas and why they’re worth tracking.
Let’s break them down into three categories: Engagement Goals, Penetration Goals, and Retention & Share Goals.
Engagement Goals
These metrics focus on how well you’re connecting with your target accounts.
1. Number of Engaged Contacts
- What it is: Tracks how many individuals within your target accounts interact with your campaigns (personalized emails, webinars, events, etc.).
- Why it matters: Engaged contacts reflect campaign relevance and resonance.
2. Engagement Rate
- What it is: The percentage of contacts from your target accounts engaging with your campaigns.
Engagement Rate = (Engaged Contacts / Total Target Contacts) × 100 |
- Why it matters: It highlights how effective your messaging is.
3. New Contacts Added
- What it is: Tracks the number of new individuals you’ve connected with in target accounts.
- Why it matters: Expanding your reach within accounts strengthens relationships.
4. Quarterly Campaign Engagement Rate
- What it is: The percentage of your target accounts engaging with a campaign each quarter.
Quarterly Engagement Rate = (Engaged Accounts / Total Target Accounts) × 100 |
- Why it matters: Helps track campaign performance over time.
5. Content Engagement Rate by Specific Accounts
Measures how effectively individual accounts engage with your content (e.g., time spent, downloads).
Penetration Goals
These metrics measure how effectively you’re penetrating your target accounts and turning engagement into opportunities.
6. Target Account Conversion Rate
- What it is: The percentage of target accounts that become sales opportunities.
Target Account Conversion Rate = (Converted Accounts / Total Target Accounts) × 100 |
- Why it matters: Tracks how successful your ABM campaigns are in creating sales opportunities.
7. Opportunity Pipeline Value
- What it is: The total value of opportunities generated within your target accounts.
- Why it matters: Indicates the revenue potential of your target accounts.
8. Executive and Decision-Maker Touchpoints
- What it is: Measures how often you interact with key decision-makers in target accounts.
- Why it matters: Building relationships with decision-makers is critical for winning deals.
9. Account Penetration Rate
- What it is: The percentage of key contacts within an account actively engaged.
Account Penetration Rate = (Engaged Contacts / Total Key Contacts in Account) × 100 |
- Why it matters: Ensures you’re reaching all stakeholders who influence the deal.
10. Pipeline Velocity
- What it is: Assesses the speed at which opportunities move through the sales pipeline within target accounts.
Pipeline Velocity = (Number of Opportunities × Average Deal Value × Win Rate) / Length of Sales Cycle |
- Why it matters: Identifies bottlenecks in the sales process and helps in forecasting revenue.
Retention & Share Goals
Retention is key to long-term ABM success. These metrics track account retention, growth, and wallet share.
11. Customer Renewal Rate
- What it is: The percentage of target accounts renewing their contracts.
Customer Renewal Rate = (Renewed Accounts / Total Accounts Up for Renewal) × 100 |
- Why it matters: Retention fuels sustainable growth and reduces churn.
12. Average Deal Size Growth
- What it is: Measures the growth in deal sizes over time.
Deal Size Growth = (Current Avg Deal Size – Previous Avg Deal Size) / Previous Avg Deal Size × 100 |
- Why it matters: Indicates whether your accounts are increasing their spend.
13. Share of Wallet
- What it is: The percentage of an account’s total potential spend captured by your company.
Share of Wallet = (Spend with Your Company / Total Potential Spend) × 100 |
- Why it matters: Reflects your competitive positioning within key accounts.
14. Net Revenue Retention (NRR)
- What it is: Tracks the revenue retained and expanded within existing accounts.
NRR = [(Starting Revenue + Expansion Revenue – Churned Revenue) / Starting Revenue] × 100 |
- Why it matters: High NRR indicates strong retention and account growth.
15. Upsell and Cross-Sell Rates
- What it is: Measures the success of selling additional products or services to existing accounts.
Upsell Rate = (Accounts with Upsells / Total Retained Accounts) × 100 |
- Why it matters: Maximizes ROI by deepening relationships with current customers.
16. Customer Lifetime Value (CLV)
- What it is: Estimates the total revenue a business can expect from a single account over the duration of the relationship.
CLV = (Average Purchase Value × Purchase Frequency) × Average Customer Lifespan |
Why it matters: It helps in understanding the long-term value of accounts and justifying acquisition costs.
17. Account Churn Rate
- What it is: The percentage of target accounts that discontinue their relationship with your company over a specific period.
Account Churn Rate = (Number of Churned Accounts / Total Number of Accounts) × 100 |
- Why it matters: High churn rates can indicate issues with product satisfaction or account management.
18. Customer Acquisition Cost (CAC)
- What it is: The total cost of acquiring a new customer, including marketing and sales expenses.
CAC = Total Sales and Marketing Expenses / Number of New Customers Acquired |
- Why it matters: Helps assess the efficiency of your ABM strategy in acquiring new accounts.
19. Return on Investment (ROI)
- What it is: Measures the profitability of your ABM campaigns relative to their cost.
ROI = (Net Profit from ABM Campaign / Cost of ABM Campaign) × 100 |
- Why it matters: Determines the financial effectiveness of your ABM efforts.
Final Thoughts
These 19 ABM metrics and KPIs will give you a clear picture of how well your campaigns are performing at every stage—from engaging contacts to converting opportunities to growing account value. Keep your tracking focused, and adjust as you go.
The ultimate goal? Consistent, measurable success with your target accounts.
