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[PDF] How to Measure the Success of Account-Based Advertising

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1 © 2018 Terminus Software, Inc. The Challenges of Lead-Based Marketing Measure Account-Based Advertising with the Advertising Engagement Journey Traditionally, marketers have relied on lead acquisition as the only measure of success for display advertising. But this approach is incredibly inefficient, and it doesn't capture the entire impact of media spend. With account-based advertising, there's power in every impression. HOW TO MEASURE ACCOUNT-BASED ADVERTISING Don't serve another impression to the wrong account or individual. Instead, proactively reach your target audience at scale. Understand how campaigns drive website engagement, even when your target accounts don't click on an ad. Demonstrate how ads influence pipeline and revenue at every stage of the customer lifecycle. How do we measure the impact of the other 12,999 impressions? Traditional Advertising Metrics Aren't Enough

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