Separate attention from commercial progress
Measure attention and commercial movement separately, then assess both against the priority account's goals. The Frameworks' IBM Garage campaign illustrates the distinction: it recorded 1,200 organic visits to the microsite, page engagement at twice the average across IBM's site, and $62 million in lead progression in five months. Visits and engagement describe audience activity; the reported lead progression describes movement in sales opportunities, not booked revenue.
IBM Garage needed champions inside a handful of specific target accounts rather than a broad audience. The Frameworks built the campaign around a premium interactive book and an immersive 360 video experience. For account reporting, keep that relationship objective visible alongside engagement totals. The Frameworks recommends selecting accounts, mapping stakeholders and developing account-relevant messaging, then engaging stakeholders and measuring account progress throughout the campaign.
A 2025 benchmark survey by Demand Gen Report found that 47% of surveyed ABM practitioners identify proving ROI as a leading programme challenge. Distinguishing engagement, lead progression and booked revenue keeps each reported result precise.
Sources: IBM Garage: Account-Based Marketing Campaign, Understanding ABM in five steps, Account-Based Marketing | The Frameworks