How to set up proper ABM measurement and feedback loops | The Fundamentals of ABM

Explore the structured approach to building measurement and feedback loops that transform unclear data into actionable insights, starting with only 1-2 hypotheses and 10 accounts. This video features a framework to track what is actually working across your accounts, helping you move beyond vanity metrics to real business insights. Apply practical methodology that turns data chaos into strategic clarity.

What you will learn:
▶️ The three critical elements for proving ROI: content strategy, seamless processes, and the right activation partners
▶️ How to build an operational blueprint for coordinating measurement across teams
▶️ The practical starting point: testing 1-2 hypotheses on just 10 accounts before scaling
▶️ What insights ABM tracking reveals beyond standard metrics, from account prioritization to product roadmap feedback
▶️ How to create progressively clearer data as your ABM program matures

Key takeaways:
▶️ Marketers need more than setting basic ABM infrastructure in place: they need to show returns on capital investment with tight integration of content, process, and partner execution
▶️ Poorly segmented data with no hypothesis testing kills measurement effectiveness
▶️ Every strategy must be tailored to specific business needs and evolve with objectives

INFUSE Demand Experts Michelle Churchill, Maurice Quek, Greg Campbell, and Mukesh Rajpurohit, along with guest CMO Dan Dillon, discuss the ABM fundamentals through the lens of real-world experiences from enterprise companies, including AWS, Dell, and HP.

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