Forrester's B2B Revenue & ABM Measurement

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The Forrester B2B Revenue Waterfall is an excellent framework for B2B sales because the sale can be complex and most involve groups of buyers. This waterfall focuses on opportunities within a set of targeted accounts instead of individuals, correlating to B2B marketing’s shift to an ABM approach.

As a B2B marketer, once you’ve defined targeted accounts and opportunities, you need a way to measure progress on account activation at every stage. You also need a way to compare current activities with historical data over time, including a performance by quarter and year over year.

With Full Circle ABM, you can use these familiar ABM stages right inside Salesforce. Full Circle keeps the history of all your ABM campaigns automatically and provides a set of dashboards that allow B2B marketers to monitor how accounts progress through the funnel. And with a native-Salesforce application, it’s easy to share reports and data with sales and improve alignment. Better alignment drives process efficiency, and marketers can increase reliability and manage campaign spend with metrics in the ABM context.

So, the goal is to acquire new accounts, or for current customers, to retain, upsell or cross-sell these accounts. Four types of sales with four types of targeted opportunities to track. With Full Circle ABM, you’ll have a way to track each through the entire account funnel. Here’s a closer look at what’s measured at every stage.

• Detected: Full Circle ABM integrates with intent data providers like 6sense, Bombora, and Demandbase for third-party data that detects interest in intent topics from targeted accounts.
• Engaged: In the engaged stage, marketers measure activities from those in the targeted account buying group, using first-party cookie data to track activity on the vendor site.

• Prioritized: Marketing measures multiple interactions that indicate serious intent at this stage, including activities like form downloads and webinar views.
• Qualified: At this stage, marketing tracks accounts they relayed to the sales team so sales can qualify companies and people and move them to the pipeline and closed/won business stages.

As a B2B marketer, when you detect account intent, typically one person in the buying group will start consuming related content and make contact with your company first — the buying scout. You can use Full Circle ABM metrics to identify buying group members, like the scout, so you can tailor campaigns that address their specific pain points, which may vary considerably. For example, the budget might be the top priority for one buying group member, so you’d have to make a persuasive business case for the sale. Another person may have a lot of technical questions to be addressed, or someone could have felt left out of the loop on the previous purchase, etc., which would require reassurance.

The bottom line is that large B2B sales can be incredibly complex, but the ABM framework’s advantage is that it captures all the complexity by focusing on the account and people involved. All are opportunities because ABM lets you target buying group members at scale, and Full Circle ABM gives you a way to measure performance at every stage.

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