Which results matter in an account-based marketing campaign?

Account progress and lead progression matter most in an account-based marketing campaign; engagement measures show whether the campaign is earning attention. Track visits and engagement alongside commercial movement, and keep reported lead progression separate from realised revenue.

Distinguish audience engagement from commercial progress

Measure whether priority accounts are moving forward, not just whether people are engaging with campaign content. The Frameworks recommends selecting accounts, mapping stakeholders and developing account-relevant messaging, then engaging stakeholders and measuring account progress throughout the campaign.

For IBM Garage, The Frameworks reported 1,200 organic visits to the campaign microsite, 2 x the average IBM page engagement rate and $62 million in lead progression in only five months. The visits and engagement rate describe audience attention; the lead progression figure describes commercial movement. The Frameworks separately states that the campaign helped generate millions of dollars in revenue. Keep those categories distinct: $62 million in lead progression should not be presented as $62 million in realised revenue.

Demand Gen Report's 2025 benchmark survey found that 47% of surveyed ABM practitioners identify proving ROI as a leading programme challenge. A useful campaign report therefore pairs engagement measures with account and lead progression, while reporting revenue separately.

Sources: IBM Garage: Account-Based Marketing Campaign, Understanding ABM in five steps

How The Frameworks helps

Advancing priority account opportunities

You need to know whether activity in your priority accounts is helping specific sales opportunities move forward. The Frameworks focuses its account research on the requirements and influential people that can determine progress within each organisation, rather than broad market responses. It works with your marketing and sales teams to shape tailored creative work around the relationship you need to develop, giving both teams a shared purpose for the campaign.

The Frameworks delivers targeted campaigns, physical and digital content, and sales toolkits that support lead progression within those accounts. These give your teams material to reach beyond existing contacts, address an account's particular requirements and help internal advocates explain the relevance of your offer. You get campaign activity tied to a defined opportunity, with content your sales team can use to develop the conversations and internal support needed to take it forward.

Let’s talk about progress in your priority accounts 

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