B2B Marketing

Proving (and Improving) Your ABM’s Value with B2B Measurement

November 4, 2020  |   LiveRamp

B2B organizations are increasingly adopting an account-centric approach where ABM converges with demand generation to centralize how they outreach, manage, and measure. While this approach promises a more sophisticated ABM strategy, it also brings to light the need for robust B2B measurement capabilities to match. 

In a recent webinar, LiveRamp’s Head of Strategic Partnerships for B2B, Valerie Siebner Mercurio, and our guest, Forrester’s Principal Analyst Steven Casey, discussed the maturation of this account-centric approach to B2B marketing and the utility of an advanced, cross-channel B2B measurement solution. 

Their conversation presented highlights from the recent Forrester Consulting study commissioned by LiveRamp, “Advanced ABM Programs Require Advanced B2B Measurement Solutions.” Forrester surveyed 312 B2B marketers for the study and found that 79% said they were using an ABM platform to measure their results, yet less than half (46%) felt it was delivering on their measurement needs. In contrast, 50% of the marketers who are already investing in a B2B marketing measurement solution plan to increase their investments in the next 12 months. 

Watch a replay of the webinar to dive deeper into how an advanced B2B measurement solution is imperative for a sophisticated, account-centric approach.