METRICS THAT MATTER IN ACCOUNT-BASED MARKETING

Presented by

Iulia Bala- Managing Director, Head of Product & Account-Based Marketing State Street

About this talk

Register today for a conversation on how to choose the right metrics for your ABM program. Tricia Stinton, CMO, Field Marketing UK & Ireland at Cognizant, and Iulia Balan, Global Client Segment & Solutions Marketing Director at State Street, and a mentor for the Fintech B2B Marketing Community, will share their experience and insight across different stages and types of ABM programs. Discussion points include: ABM adoption has increased significantly in the past 12 to 18 months as marketing and sales teams had to respond to greater demand for a personalised customer experience. But how are ABM metrics different from the usual B2B marketing metrics and how can you measure success irrespective of how far along you are in your ABM journey? Tricia and Iulia will be discussing the metrics that matter in ABM, including: - The importance of measuring impact as early as possible in your ABM journey - What to measure well ahead of the ‘win’ - How are KPIs different in 1-1 ABM versus 1-few ABM - How to use effective metrics & KPIs that nurture the alignment between sales and marketing
FinTech Marketing Community

FinTech Marketing Community

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We arm marketers from financial & tech sector with latest insights
The FinTech Marketing Community is an award-winning, global, peer-powered network that unites business and marketing leaders across B2B and B2C in financial services and technology. Our all-in-one comprehensive platform empowers members to expand their professional networks, share insights and best practices, access top-tier training and coaching, and accelerate career growth through a dynamic mentoring program. The FinTech Marketing Community is an award-winning, global, peer-powered network connecting business and marketing leaders across both B2B and B2C financial services and technology. Our dynamic platform offers members a one-stop destination to expand their professional networks, exchange insights and best practices, and stay ahead of industry trends. Through exclusive events, expert-led training, and hands-on coaching, we help marketers sharpen their skills and elevate their impact. Our community also features a robust mentoring program designed to support career advancement at every stage. Whether you’re looking to build lasting connections, explore new ideas, or grow professionally, the FinTech Marketing Community provides the resources and support to help you thrive in an ever-evolving industry.
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