Account-based marketing (ABM) is all the rage these days, and for good reason too. Businesses that leverage ABM generate roughly 200% more revenue than companies that don’t.
While it’s no secret that ABM is a great way to give your B2B sales a boost, this is not its only benefit. In addition, ABM allows you to target key accounts and present them with tailor-made content. But how do you know whether your ABM campaign is actually working?
In the past, answering this question was incredibly challenging. However, that is no longer the case. At Enormous Elephant, our account-based marketing agency, we utilize a variety of resources to collect data about our clients’ ABM campaigns. One of our favorite tools is known as the LinkedIn company engagement report.
What is the Company Engagement Report?
The company engagement report facilitates the measurement of key performance metrics at a company level. It allows your B2B team or account-based marketing agency to closely examine just about every metric related to your campaign.
The company engagement report will let you know if your material is resonating with clients or if you need to reconsider your strategy. This allows you to continuously refine your ABM campaign so that it produces optimal results.
What Does it Track?
The company engagement plan tracks all metrics that are pertinent to ABM. Some of these key performance indicators (KPIs) include:
As the name suggests, total engagement refers to the cumulative number of clients that interact with your content. The company engagement report will compile the sum of:
- Website visits
- Organic engagement
- Ad engagement
Increasing overall engagement is one of the primary goals of any advertising strategy. If total engagement is on the rise, then your ABM campaign is connecting with target accounts.
Number of Targets
With the company engagement report, you can also find out your total number of targets. This figure represents the number of employees that work for a prospective client company and have been targeted by the campaign.
For instance, let’s say that your next prospect has 2,000 employees. If your campaign has zeroed in on 50 of them, then this is your number of targets.
Ad engagement is one of the most important metrics that is tracked using the company engagement report. It includes a variety of ad interactions, such as:
- Video views
The more ad engagement, the better. If clients are interacting with your ads, then this is a good sign that they are interested in your products or services.
Organic engagement is also an essential part of an ABM campaign. This refers to how often clients interact with your LinkedIn Page. If you want to increase this number, we suggest posting high-quality content on a regular basis.
The third component of total engagement is website visits. The company engagement report does not track all website visits. Instead, it only registers visits that occurred via the Insight Tag on your LinkedIn page.
Benefits of the Company Engagement Report
While the LinkedIn company engagement report is not the only data collection tool that you should be using, it can provide valuable insights about your ABM efforts. With it, you can know for certain if your marketing campaign is connecting with target accounts. You can also gain a better understanding of how each type of content is performing.
In addition, the company engagement report will help your sales team to focus on companies that need additional marketing outreach. Top account-based marketing agencies are using the company engagement report to build brands. You should be too.