I have yet to meet a company only doing account-based marketing (ABM). If a company is doing ABM, it doesn't mean they completely stop doing demand generation. We’re no different at Bizible. That’s one reason I coined the term account-based demand.
After a long run of exclusively doing demand generation, we started to see the value of ABM when our average deal size reached about $24,000 of yearly revenue. Because we now do both ABM and demand generation, we think of about measurement of the two holistically: company growth is always the eventual goal of our marketing and the best way to measure that is with revenue.
Before we get too deep in the measurement of our marketing, let’s first look at how we do marketing. For ABM specifically, we have a number of marketing technologies which are critical to our execution success.