A growing number of B2B companies are planning, budgeting and launching ABM display advertising programs. One area where many customers struggle today is modeling out the estimated return on spend (ROI) from these programs.
As we work with a growing number of mid-to-large enterprise B2B companies, we have developed some rules and key metrics (we call it “Simple Math”) so you know you are scoring “small victories” from ABM display ads as you move towards your revenue goals.
All marketing programs should have a direct positive impact on revenue. However, tying your program spend to revenue outcomes is not always easy. It’s even harder when your products or solutions involve larger annual contract values (ACVs) of $100K or more, longer sales cycles of six to 18+ months, and complex buyer journeys over multiple digital channels.