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Evaluate the impact on traffic to points of conversation (such as the “Contact Us” button or a “zero-touch” contact form) and re-target accounts that don’t convert. Implement funnel-based personalization through funnel/DRIP system. Meet pipeline objectives and key results (OKRs) for ABM campaigns.
In one study by Kochava with anecdotal data from a single advertiser: “A streaming entertainment brand we’ve all heard of … that is likely front of mind for most users in the U.S. As you would guess, the intent behind a brand search is also much higher, leading to more installs coming from branded search terms.
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