Must-Know Abm Kpis [Latest Report]

Highlights: Abm Kpis

  • 1. Account Engagement Rate
  • 2. Target Account Coverage
  • 3. Account Penetration
  • 4. Marketing Qualified Accounts (MQAs)
  • 5. Sales Qualified Accounts (SQAs)
  • 6. Opportunity Win Rate
  • 7. Average Deal Size
  • 8. Sales Cycle Time
  • 9. Pipeline Velocity
  • 10. Customer Lifetime Value (CLTV)
  • 11. Customer Retention
  • 12. Customer Acquisition Cost (CAC)
  • 13. Account Expansion Rate

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In today’s highly competitive business landscape, organizations are constantly seeking ways to improve their performance and ensure sustainable growth. Key performance indicators, or KPIs, have become a vital tool for businesses to measure their success and track progress towards their goals. In the realm of Account-based Marketing (ABM), accurately identifying and monitoring these KPIs is crucial for optimizing campaigns and maximizing return on investment. As you embark on your ABM journey, it is essential to understand which metrics will truly drive success and help you make informed decisions.

In this blog post, we will delve deep into the most relevant and impactful ABM KPIs, providing you with the ultimate guide to monitoring and fine-tuning your account-based strategies for optimum performance. Get ready to transform your ABM efforts by learning to harness the power of KPI-driven insights.

ABM KPIs You Should Know

1. Account Engagement Rate

Measures the level and frequency of engagement within target accounts. It helps indicate whether the ABM strategy is resonating with the target audience or not.

2. Target Account Coverage

This KPI tracks the percentage of target accounts successfully reached by marketing and sales efforts. It shows how well your outreach strategy is working.

3. Account Penetration

Measures the number of contacts within a target account that have been engaged by marketing or sales activities. This helps assess the depth of relationships being developed with key stakeholders in target accounts.

In today’s highly competitive business landscape, organizations are constantly seeking ways to improve their performance and ensure sustainable growth.

4. Marketing Qualified Accounts (MQAs)

The number of target accounts that have shown a significant level of engagement and meet predefined criteria for marketing qualification. This KPI helps prioritize accounts for further nurturing and sales outreach.

5. Sales Qualified Accounts (SQAs)

Similar to MQAs, SQAs are target accounts that meet predefined sales qualification criteria based on their engagement and buying potential.

6. Opportunity Win Rate

This is the percentage of sales opportunities in target accounts that result in closed deals. It helps evaluate the effectiveness of your ABM strategy in driving revenue growth.

7. Average Deal Size

The average revenue generated from closed deals within target accounts. This KPI is useful for determining if ABM efforts are helping generate higher-value opportunities.

8. Sales Cycle Time

The average time it takes to move a target account from the initial touchpoint to closed deal. Shortened sales cycles indicate that your ABM strategy is effectively accelerating the buying process.

Key performance indicators, or KPIs, have become a vital tool for businesses to measure their success and track progress towards their goals.

9. Pipeline Velocity

Measures the speed at which opportunities progress through the sales pipeline within target accounts. Faster pipeline velocity indicates that your ABM strategy is driving increased sales momentum.

10. Customer Lifetime Value (CLTV)

The estimated long-term revenue generated from a customer within a target account. A high CLTV indicates that your ABM strategy is creating valuable, long-lasting relationships.

11. Customer Retention

The percentage of existing target account customers retained over time. This KPI helps assess customer satisfaction and the effectiveness of post-sale engagement strategies.

12. Customer Acquisition Cost (CAC)

The total costs associated with acquiring a new customer within a target account. Measuring CAC helps evaluate the efficiency of marketing and sales efforts in the context of ABM.

13. Account Expansion Rate

The growth in revenue or opportunities within existing target accounts. This KPI helps measure the success of cross-selling and upselling efforts as part of your ABM strategy.

ABM KPIs Explained

Account-Based Marketing (ABM) KPIs are crucial for evaluating the success and effectiveness of targeted marketing and sales efforts in driving growth and revenue. Account Engagement Rate gauges the level of interaction within target accounts, helping to determine if the ABM strategy is resonating with the intended audience. Target Account Coverage and Account Penetration assess the breadth and depth of outreach, while Marketing Qualified Accounts (MQAs) and Sales Qualified Accounts (SQAs) assist in prioritizing accounts for nurturing and sales efforts.

Opportunity Win Rate, Average Deal Size, Sales Cycle Time, and Pipeline Velocity paint a picture of the ABM strategy’s impact on driving increased revenue, high-value opportunities, and a more efficient buying process. Customer Lifetime Value (CLTV), Customer Retention, Customer Acquisition Cost (CAC), and Account Expansion Rate provide insight into the long-term success, satisfaction, and growth potential of target accounts, ensuring that marketing and sales efforts are efficient and effective within the context of ABM.


In summary, understanding and tracking the right ABM KPIs is crucial for the success of any account-based marketing strategy. By evaluating metrics such as engagement rate, pipeline created, average deal size, and closed-won deals, businesses can gain valuable insights into the impact of their ABM strategy, refine their approach, and ultimately achieve better revenue performance.

As a marketer, it is key to align your ABM KPIs with your overall business objectives and continuously optimize your efforts, ensuring the best possible results for your organization. So, keep measuring, learning, and improving, and your ABM initiatives are bound to succeed.


What are ABM KPIs and why are they important for businesses?

ABM KPIs (Account-Based Marketing Key Performance Indicators) are measurable values used by marketing teams to evaluate the effectiveness of account-based marketing campaigns. They are important for businesses as they help determine if their ABM strategy is on track, allowing for continuous improvement, informed decision-making, and ensuring efficient resource allocation.

What are some common ABM KPIs that businesses should track?

Some common ABM KPIs include engagement metrics (e.g., click-through rates, time spent on website), conversion metrics (e.g., lead to account conversion rate, sales opportunities created), revenue metrics (e.g., average deal size, contract value), and ROI metrics (e.g., marketing return on investment, customer acquisition cost).

How can businesses set the right ABM KPI targets?

To set the right ABM KPI targets, businesses should first establish their overall marketing objectives and align these with their ABM strategy. Next, they should research industry benchmarks to understand how their competitors or similar companies perform. Finally, businesses should analyze their historical data to create realistic, achievable KPI targets, keeping in mind factors such as target audience size, available resources, and seasonal trends.

How often should businesses review and analyze their ABM KPIs?

Businesses should review and analyze their ABM KPIs regularly, ideally on a monthly basis. It allows them to identify trends, evaluate the success of their ABM campaigns, and make data-driven decisions to optimize their strategy. Additionally, annual reviews can be conducted for a more comprehensive understanding of long-term performance.

What are some tools or techniques for effectively tracking and reporting ABM KPIs?

Businesses can use various tools and techniques to track and report ABM KPIs effectively, such as marketing automation platforms (e.g., Marketo, HubSpot, Pardot), web analytics tools (e.g., Google Analytics, Adobe Analytics), CRM systems (e.g., Salesforce, Microsoft Dynamics), and data visualization tools (e.g., Tableau, Power BI, Google Data Studio). To ensure accuracy and relevance, it's important to maintain data quality, track both leading and lagging indicators, and align KPI reporting with overall marketing goals.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

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