5 Reasons Why You Need Account Based Attribution

Monitoring the success of your marketing campaign can be like chasing after a moving target. As you run scores of campaigns on multiple channels, such as social media, emails, and paid ads, determining what conversion from a lead to a sale is rather tricky. Was it the personalized email sequence, perhaps the retargeting ad, or even a compelling webinar? Without a clear system in place, you will be left second-guessing your decisions instead of informed ones.
This is where account based attribution comes in. Rather than relying on assumptions, ABA maps your marketing efforts to sales opportunities. It offers clarity as to what drives revenue and engagement. It allows the identification of high-impact accounts, which soaps, touchpoints, and strategies influence, thus allowing a sharper focus on the verifiable and confident refinement of your approach. But before discussing why ABA is a turning point, let’s take a look at the account based marketing (ABM). Compared with traditional marketing strategies that cast the widest possible net in an attempt to attract as many leads as possible, ABM concentrates on targeted, high value accounts. ABM treats each targeted company as a single market entity, resulting in personalized messaging and curation of experiences for decision-makers within said organizations. Build deeper relationships, close bigger deals, and shorten the sales cycle.

Success in marketing comprises more than simply generating leads; you need to know what drives revenue. account based attribution connects marketing thinking to sales, giving correct information about what works. With that knowledge, you’ll be less prone to overly guess when justifying your budget decisions and optimizing your strategies.
ABA helps to recognize which touchpoints and channels do affect conversions so that marketers can develop effective marketing strategy. It produces a bridge between sales and marketing: it ensures the alignment of both teams on what really drives engagement and revenue.
Instead of solely focusing on lead generation, the ABA tracks the return on investment (ROI) across the entire sales pipeline using multi touch attribution. This strategy increases deal closings. Based on these insights, marketing strategy become more informed, budget allocations become more effective, and high value accounts receive the attention they deserve.

Real results in account based marketing cannot be achieved by simply running campaigns; one must understand what is making an impression. ABA connects your marketing and sales efforts to direct revenue, offering insights for refining strategy, and budget decisions, and demonstrating return on investment (ROI). Here’s why you cannot afford to overlook this:

Market’s Contribution Toward Sales

Marketing goes beyond merely generating leads, and plays a crucial role in nurturing prospects, influencing them before the deals are closed. From content downloads to targeted ad campaigns, these marketing efforts lead to significant decisions long before an agreement is made. In the case of partial-path attribution, you might miss the opportunity of seeing how these things lead in a conversion. Demonstrating marketing’s role in progressing high-value accounts through the sales funnel is apparent through tracking every point of contact.

See Clearly What Each Channel Is Doing

Your audience is everywhere. They might click on an ad, read a blog post, attend a webinar, and then at some point decide to request a demo. If you’re only measuring one touchpoint, you’re really only seeing part of the picture. Omnichannel attribution allows a full view of touchpoints, both online and offline, enabling you to know which approaches are responsible for real engagement. This in turn provides an option to utilize the marketing budget more efficiently, as less guesswork is involved in placing investments on which channel.

Optimize Your Media Buys

Paid media is a significant component of ABM, but if you cannot track its real impact, you may fast approach wasting money. For example, someone may click on a LinkedIn ad, but they may not convert for a long while and, later instead, return and sign up through an organic search for a demo. Without attribution, you would overlook the paid campaign, yet it played a significant role in bringing this prospect to your brand. ABM, therefore, requires proper planning.

Improving Collaboration Between Sales and Marketing

The inability of sales and marketing teams to collaborate successfully is that they have divergent priorities, data, and success metrics. Attribution improves alignment by helping identify which strategies and touchpoints are responsible for closed deals. When marketing can show which of its efforts are yielding success for sales, both teams can then focus on the elements that are yielding the best results—whether through targeted campaigns, follow-ups, or outreach personalization

Stop Wasting Money on Low-quality Leads

Not all leads are created equal. Some channels attract high-value accounts, while others fill your pipeline with low-quality leads that never convert. Without the ability to accurately track attribution, it is very easy for one to blow their budget on poorly performing channels. By keeping track of results and cost per lead (CPL) based on conversion rates, one can allocate budgets more appropriately and focus on strategies that yield the best results.

Bidding farewell to a one-size-fits-all approach to ABM that couldn’t work with high-value accounts? That’s where Machintel comes in. They craft specialized solutions for ABM to deal with the unique challenges of addressing the right accounts and engaging them, maximizing impact at every stage.
Machintel’s strategies allow you to have a laser-like focus on high-value accounts, maximizing your efficiency where it’s most needed. There are no wasted resources. Every single action counts. But whatever it is, they’re on to the next step of personalizing the content. Machintel helps you create content customized to appeal to your audience as it relates specifically to each account’s needs and interests.
Equally important to successful ABM is consistency; Machintel enables your outreach messages across all channels to align so that your branding is robust and uniform and creates an indelible impression. Want to scale your ABM efforts? No problem. The personal touch remains, ensuring every account feels uniquely valued, even as it scales.
With Machintel’s tailored solutions, you can grab their attention. The result? Lasting experiences that foster deep, long-term relationships with your most important accounts. Connect with Machintel to reshape your ABM strategy for real results.

How does ABM attribution differ from traditional attribution models?

ABM attribution focuses on tracking the entire customer journey across digital channels like web, mobile, and email, while traditional attribution models may not offer the same level of detail. ABM attribution also allows marketers to pinpoint the specific accounts that converted, offering deeper insights into campaign effectiveness.

What should businesses consider before implementing ABM attribution?

Before implementing ABM attribution, businesses should set clear intentions and goals for both sales and marketing teams. This ensures that the data collected is actionable and that efforts are aligned with the overall business strategy. It’s also important to have the right tools and data infrastructure in place.

What role does data play in ABM attribution?

Data is the foundation of ABM attribution. By gathering data across various touchpoints, businesses can accurately track the success of their campaigns, identify trends, and make data-driven decisions to optimize future ABM strategies.

Is ABM attribution suitable for all types of businesses?

While ABM attribution is particularly beneficial for businesses that target high-value accounts, it can be adapted to suit various business types. It’s especially useful for businesses with complex sales cycles, where tracking specific account interactions and strategies can drive better results.

How can ABM attribution help in improving ROI?

By understanding which marketing efforts are driving the most conversions, businesses can allocate resources more efficiently. This allows marketers to focus on high-impact campaigns, reduce waste, and ultimately improve the return on investment from ABM efforts.