Landing Page Analytics for ABM Success

Samuel Hall
Jun 29
16 min read

Landing page analytics can transform your Account-Based Marketing (ABM) efforts into highly targeted campaigns that drive better results. By analysing how your target accounts interact with personalised landing pages, you can improve engagement, optimise campaigns, and generate more revenue. Here's what you need to know:

ABM focuses on high-value accounts: Unlike traditional marketing, ABM targets specific accounts, tailoring campaigns to their needs.
Personalised landing pages are key: These pages reflect the visitor's industry, role, or challenges, creating a more relevant experience.
Analytics provide actionable insights: Track engagement, identify drop-offs, and refine strategies based on data.
Set up the right tools: Use platforms like Google Analytics, Demandbase, and HubSpot to monitor account-level performance.
Measure what matters: Go beyond basic metrics like page views - focus on account engagement, pipeline influence, and buying committee involvement.
Refine with A/B testing: Test headlines, calls-to-action, and content to improve conversion rates.

Key takeaway: Analytics ensures your ABM campaigns are data-driven, helping you personalise content, track ROI, and convert high-value accounts more effectively. Start by auditing your current setup, integrating tools, and focusing on metrics that align with your business goals.

How to Conduct a Thorough Landing Page Analysis | Data Snack #14 | Hubspot Marketing & Databox

Setting Up Landing Page Analytics for ABM

To achieve success with account-based marketing (ABM), your analytics setup must be spot-on. This involves selecting the right tools, ensuring smooth integration, and addressing local compliance needs. While choosing effective tools is a critical step, integrating them properly is what turns raw data into actionable insights.

Key Tools for Landing Page Analytics

Building on the fundamentals of ABM landing pages, selecting the right analytics tools is essential for tracking account-level engagement. A well-rounded toolkit should combine general analytics platforms with ABM-specific solutions to capture detailed account behaviour.

Google Analytics is a staple for many businesses, offering robust tracking capabilities such as visitor behaviour, conversion rates, and audience segmentation. To tailor it for ABM, consider setting up custom dimensions like company names, account tiers, and campaign sources. Additionally, align your goals with ABM objectives - like tracking content downloads, demo requests, or form submissions.

For deeper insights, ABM-specific platforms are indispensable. Tools like offer a comprehensive view of target accounts by integrating data from multiple sources. These platforms provide real-time insights into what prospects are interested in. As Jonathan Roberts, Account Executive at Fivetran, puts it:

"With Demandbase, I get real-time updates and triggers, highlighting exactly what my prospective customers are interested in, allowing me to frame each and every interaction with them based on their desired outcomes. It's like having a crystal ball into their goals without me having to pry it out of them… truly life-changing!"

Marketing automation platforms such as and close the gap between data and action. These tools analyse landing page performance and automatically trigger personalised follow-ups based on visitor behaviour, ensuring no engaged lead is overlooked.

For niche tracking needs, platforms like ABM Answered add another layer of precision. They specialise in monitoring account engagement across various touchpoints, offering insights that general analytics tools might miss.

Connecting Analytics with ABM Campaigns

To maximise impact, your analytics tools must work together seamlessly, creating a unified view of account engagement. This alignment ensures your technical setup supports your ABM strategy.

Break down silos: Sync your marketing automation platform with your CRM, and ensure your ABM platform feeds its insights back into both systems. This creates a feedback loop where engagement data informs personalisation efforts.
Use UTM parameters: Tailor your tracking for ABM campaigns with consistent naming conventions. For instance, parameters like can help track how specific segments respond to customised messaging.
Track micro-conversions: Monitor actions like PDF downloads, video views, and form submissions. These smaller interactions reveal interest levels and content preferences, which can refine lead scoring and follow-up strategies.
Custom dashboards: Design dashboards that highlight account-level insights for your sales team. Instead of generic traffic figures, focus on which accounts visited key pages, how long they engaged, and which team members were involved in their research.

The benefits of integration are clear. For example, Workforce Software reported a 121% increase in in-market account engagement over six months using Demandbase. Linda Johnson, Global Director of Marketing Operations, shared:

"The Demandbase platform is the perfect ABX engine to help companies understand intent and not just spam potential customers with unwanted emails - to really help you focus and look at where your buyers are along the journey and to support their education."

UK-Specific Analytics Setup

For UK-based operations, analytics configurations must address compliance, accuracy, and local preferences. These adjustments ensure your campaigns resonate with your audience while adhering to legal requirements.

GDPR compliance is non-negotiable. Implement a robust cookie consent system that clearly explains data collection practices and allows visitors to opt out of non-essential tracking. Configure your tools to respect these preferences while still gathering the insights necessary for ABM. Document your data handling processes to address data subject requests effectively.

Currency settings are vital for accurate reporting. In Google Analytics, use the ISO 4217 standard to populate the currency dimension, setting GBP as the default while maintaining flexibility for multi-currency tracking if you serve international accounts. Platforms like Adobe Customer Journey Analytics also allow you to configure currency and decimal settings, even converting values based on historical exchange rates.

Date and time formats should follow UK conventions. Configure your tools to use the DD/MM/YYYY format and ensure they operate on GMT/BST time zones. This consistency avoids confusion in reports and helps with precise campaign timing.

Localised measurement units enhance user experience. Use kilometres per hour for speed, Celsius for temperature, and kilograms or stones for weight, depending on your audience’s preferences. These details ensure your analytics reflect local expectations accurately.

Finally, regional data processing is another key consideration. Where possible, process analytics data within the EU and ensure your platforms have appropriate data processing agreements in place. You might also create UK-specific custom dimensions to track engagement patterns unique to the region. For instance, monitoring how UK accounts respond to different pricing or messaging could help refine your localisation strategy.

Key Metrics and KPIs for ABM Landing Pages

Once your analytics are in place, the next step is identifying the metrics that truly measure the impact of your account-based marketing (ABM) efforts. Unlike traditional marketing, ABM metrics focus on quality over quantity. Dean McGuinness, ABM Strategist at xGrowth, puts it best:

"Marketers emphasise niche marketing metrics, missing the bigger picture. ABM metrics ensure you're using the same language as the sales team. Helping create better cross-functional alignment and a strong relationship with sales. Sales don't care about impressions. They care about creating revenue, relationships and improving reputation within their target accounts."

The goal is to track metrics that not only align with your business objectives but also drive meaningful changes in your sales campaigns. Below, we’ll explore foundational metrics and dive into more ABM-specific KPIs.

Basic Metrics to Track

Start by monitoring core landing page metrics to gain insights into how your target accounts engage with your content. These metrics provide a baseline understanding of visitor behaviour before you dive deeper into ABM-focused analysis.

Page views: Identify which content resonates most with your target accounts, paying special attention to account-specific and returning visitor trends.
Bounce rates: A high bounce rate may indicate that your messaging isn’t connecting or that there are technical issues affecting page performance.
Time on page: This metric reveals how engaged visitors are and can help you identify high-value accounts.
Form submissions: These conversions offer a clear indicator of interest. Analyse completion rates to pinpoint any friction in your forms.
Download rates: Gated content downloads, such as case studies or whitepapers, signal genuine interest and can guide your content strategy.

While these metrics provide a snapshot of how your landing pages are performing, they’re just the starting point for ABM success.

ABM-Focused KPIs

To truly measure ABM effectiveness, you need metrics that focus on account-level engagement and their journey through the sales funnel. These KPIs go beyond basic metrics, focusing on relationships, revenue, and progression.

Account Engagement Score: Assign weighted values to activities like website visits, content downloads, and demo requests. This helps prioritise follow-ups and flags accounts showing strong buying signals.
Pipeline Influence: Track how your landing pages contribute to revenue by measuring the value of opportunities generated from engaging accounts. This links marketing efforts directly to business outcomes.
Multi-touch Attribution: Capture the full customer journey by tracking how your landing pages interact with other touchpoints like email, social media, or direct outreach.
Account Progression Through Stages: Monitor how quickly accounts move through the buyer’s journey, from awareness to decision-making. Accounts with higher engagement scores often convert faster.
Buying Committee Engagement: Measure interactions with decision-makers. Engaging 70% of a buying committee can increase win rates by 38% compared to accounts with limited stakeholder involvement.

The importance of these KPIs is backed by data: accounts approached with ABM close at a rate of 53%, compared to just 19% for demand generation.

Setting Benchmarks and Goals

Defining benchmarks is crucial to turning your metrics into actionable insights. Clear benchmarks not only ensure measurable results but also build trust with your sales team. Here’s how to approach it:

Segment by Account Tiers: Differentiate expectations for high-priority accounts versus lower-tier prospects. Engagement from top-tier accounts often carries more weight.
Start with Leading Indicators: Focus on early signs of success, like engagement scores and content consumption, to show progress as your programme develops.
Use Comparative Metrics: Evaluate how accounts under ABM perform compared to those using traditional demand generation. Mitchell Hanson, Senior Director of Demand Generation at ZoomInfo, advises:

"You can fulfil the promise of ABM by making certain metrics do certain things. But they have to be the metrics."

Focus on Business Outcomes: Emphasise metrics like marketing-influenced pipeline value or account-based return on ad spend over vanity metrics like page views.
Set Realistic Timeframes: ABM requires patience, often taking 6–12 months to show significant results due to the time needed for relationship building. Mature ABM programmes are 70% more likely to report a notable revenue impact compared to less developed ones.

For context, top-performing ABM programmes often achieve a conversion rate of 25–35% from engaged accounts to meetings, compared to just 5–10% for traditional demand generation. Additionally, mature ABM initiatives boast 27% higher win rates and 24% faster sales cycles.

Advanced Analytics Methods for ABM

Taking your ABM campaigns to the next level means moving beyond basic metrics and diving into advanced analytics. These methods allow you to refine user experiences, track the entire customer journey, and make data-driven decisions that can elevate your campaign performance. Let’s explore how these techniques can help you personalise experiences, track multi-channel engagement, and optimise your landing pages.

Using Analytics for Personalisation

When it comes to tailoring experiences for target accounts, analytics is your secret weapon. By analysing behavioural data, you can customise content, messaging, and user journeys to align with how different accounts engage with your landing pages.

For example, segmenting analytics by account size, industry, or level of engagement can reveal what matters most to your audience. Enterprise-level accounts might prioritise security-related content, while smaller businesses could focus on pricing or implementation guides. From there, dynamic content personalisation can take things even further. Imagine a visitor from a specific industry landing on your page and instantly seeing case studies, product features, or messaging that speaks directly to their unique challenges.

The results of this approach can be game-changing. For instance, Dialpad’s personalised ABM strategy led to a 10x increase in site visits from target accounts, a 21x boost in engaged accounts, and a 52% faster deal cycle. By leveraging analytics to understand account behaviours, they were able to craft experiences that resonated deeply with their audience.

Another powerful tactic is setting up alerts for when a target account visits high-value pages. This real-time insight allows your sales team to engage prospects while they’re actively browsing, increasing the chances of conversion.

"We use intent data for account prioritisation, topic selection, and understanding subsidiaries... helping us bridge the gap in the 60% of buying cycles that happen anonymously."
Hillary Carpio, Director of ABM at Snowflake.

By aligning these insights with your broader ABM strategy, you can create highly personalised experiences that drive engagement and build stronger connections with high-value accounts.

Tracking Multi-Channel Engagement

ABM isn’t limited to just one channel - it thrives on integrating multiple touchpoints, from landing pages and emails to social media and direct sales outreach. Tracking these interactions across channels helps you understand how each one contributes to the buyer’s journey.

Multi-touch attribution models are especially useful here. Instead of only crediting the last touchpoint before conversion, these models show how channels work together to guide accounts through the sales funnel. For example, a whitepaper download might trigger a series of personalised emails and targeted social media ads, all working in sync to nurture the lead.

PitchBook’s multi-channel ABM strategy highlights the power of this approach. They achieved a 14.94% faster sales cycle, a 24.32% higher win rate, and a 36.85% increase in average deal size. Additionally, 31% of their closed-won pipeline was influenced by ads.

Real-time monitoring is critical for multi-channel success. By tracking engagement metrics like click-through rates, shares, and comments across platforms, you can fine-tune your campaign messaging and timing. IBM’s sales-marketing alignment serves as a strong example: by coordinating their multi-channel tracking, they identified 3x more engaged accounts and doubled the number of top accounts surfaced during their US Open campaign.

To streamline this process, use analytics tools and CRM platforms that integrate data from all channels. This unified view helps you assess which channels are driving results and ensures your campaigns are aligned for maximum impact.

A/B Testing for Landing Page Improvement

A/B testing is one of the most effective ways to turn your landing pages into high-performing conversion tools. The key is to focus on elements that have the greatest potential to influence engagement, such as headlines, value propositions, and calls-to-action.

For example, True Botanicals added social proof elements to their product pages, leading to a 4.9% increase in site-wide conversion rates and an estimated £1.6M+ ROI increase. Similarly, DocuSign simplified its mobile sign-up process, achieving a 35% increase in mobile conversion rates.

To take it a step further, tailor your tests to different account segments. Enterprise clients might respond better to messaging focused on security, while smaller businesses may prefer simplicity and speed. Testing these variations helps you discover what resonates most with each group.

"You need to include enough visitors and run the test long enough to ensure that your data is representative of regular behaviour across weekdays and business cycles. The most common pitfall is to use 95% confidence as a stopping rule. Confidence alone is no guarantee that you've collected a big enough sample of representative data."
Michael Aargaard, CRO Expert.

Continuous testing is essential. As markets evolve, what works today might not work tomorrow. For example, HP ran nearly 500 experimentation campaigns, generating an additional £16.8M in revenue by optimising elements like search functionality. Alaska Airlines increased mileage plan sign-ups by 18% and reduced implementation times from three months to four weeks through strategic A/B testing.

Feedback loops with your sales team can also enhance your testing strategy. Their direct interactions with prospects offer valuable insights that can guide your hypotheses and help prioritise which elements to test next. By integrating A/B testing with your marketing automation tools, you can ensure that every improvement feeds back into a cycle of refinement, boosting engagement and driving long-term success.

Converting Data into ABM Results

Turning raw data into actionable insights is the backbone of successful Account-Based Marketing (ABM). The key lies in interpreting patterns, making informed adjustments, and using resources effectively to strengthen your campaigns.

How to Read Your Data

To truly understand your data, you need to dig deeper than surface-level metrics. Examine engagement patterns across your account segments to uncover what resonates most. Metrics like time spent on a page, scroll depth, and interactions with specific content elements can reveal which messages are striking a chord with your target accounts.

Account progression tracking is another critical tool. By monitoring conversion rates at each stage and the speed at which accounts move through your funnel, you can pinpoint where prospects are getting stuck.

Pay close attention to form completion rates and where users abandon forms. If your forms are too lengthy, they could be discouraging conversions among your target accounts.

Heatmaps are also invaluable for identifying high-click areas that aren’t performing as expected. For instance, if a section gets a lot of clicks but doesn’t lead to conversions, it could signal a missed opportunity. Similarly, content that attracts attention but generates little engagement might need clearer calls-to-action or stronger value propositions.

These insights enable you to refine your campaigns with precision.

Steps to Improve Your Campaigns

Acting on your data means testing and refining your campaigns based on what you’ve learned. Start with personalised content tailored to account-specific behaviours. For example, if one industry segment shows a preference for regulatory content while another favours integration guides, use dynamic content to cater to these interests.

A/B testing is essential for validating these improvements. If your heatmap data suggests visitors are ignoring your primary call-to-action, experiment with changes - like adjusting button colours, placement, or wording - rather than guessing what might work.

Integrating your landing page analytics with a CRM system can enhance your ability to act on these insights. When you notice increased engagement from a specific account, make sure this information reaches your sales team quickly so they can follow up effectively.

Mapping internal engagement is another valuable strategy. Tracking which parts of an organisation are interacting with your content can reveal gaps. For example, if you’re mainly reaching marketing contacts but missing other decision-makers, consider revising your content strategy or using different distribution channels.

Focus on metrics that matter most to your bottom line. Metrics like marketing-influenced pipeline, campaign ROI, and cost per influenced opportunity will help you assess which changes are driving the greatest business impact.

It’s important to remember that ABM metrics differ from those used in traditional demand generation. Accounts approached through ABM strategies close at a rate of 53%, compared to just 19% for demand generation efforts. This highlights the importance of evaluating success through an ABM-specific lens.

Using ABM Answered's Resources

To build on these strategies, ABM Answered offers tools designed to tackle analytics challenges head-on. Their library of 1,000+ short-form video solutions addresses specific issues, from attribution modelling to personalisation tactics, helping you make sense of your landing page data.

The platform’s battlecards turn analytics insights into effective sales conversations. They help your team address the pain points of target accounts with messaging that’s both relevant and competitively positioned.

For accounts that show interest but haven’t yet converted, personalised video games can help. If your analytics show repeated visits to landing pages without action, these interactive tools provide an engaging way to re-capture attention.

ABM Answered also connects you to a collaborative community of practitioners who’ve faced similar analytics challenges. This network offers practical advice for interpreting complex data and implementing technical solutions.

Additionally, their Reddit-based research tools provide a broader view of your target accounts, offering insights into their business challenges and market context.

Finally, the incubator programme is there for when standard analytics tools fall short. If your data analysis has uncovered unique tracking needs, the programme provides the resources to develop custom solutions tailored to your requirements.

Conclusion

This guide has walked you through the essentials of setting up, measuring, and refining ABM landing pages. By putting these strategies into action, you can transform your campaigns into highly targeted and impactful experiences. The secret? Leveraging landing page analytics to understand and engage your high-value accounts more effectively.

Key Points Summary

Creating a successful ABM landing page strategy requires more than just the basics. Personalisation plays a pivotal role - crafting messaging that speaks directly to each account's unique challenges and needs makes all the difference. Dynamic content tailored to specific business pain points ensures your message hits home.

ABM metrics go deeper than standard conversion rates. While traditional campaigns focus on surface-level visitor data, ABM thrives on insights like account progression, engagement depth, and multi-touch attribution. These metrics paint a fuller picture of how accounts interact with your content. A/B testing is another must-have tool, helping you fine-tune headlines, calls-to-action, and content placement to discover what resonates most. Plus, integrating CRM and marketing automation tools connects landing page activity with broader account intelligence, creating a seamless flow of actionable data.

Don't overlook mobile optimisation - decision-makers often view content on multiple devices, so your landing pages need to perform flawlessly everywhere. Adding social proof, such as case studies and testimonials, builds trust and credibility. Highlighting what resonates most with your audience can significantly boost engagement and conversions.

"With account-based marketing (ABM), companies can use ABM landing pages to create personalised campaigns that target their high-value prospects and accounts." – thecmo.com

Armed with these insights, you're ready to turn analysis into action and elevate your ABM strategy.

Your Next Steps for ABM Success

Start by auditing your current analytics setup. Make sure you're tracking metrics at the account level and using dynamic content that adapts to each persona's needs.

Refine your value propositions to clearly communicate how your products or services address specific customer challenges. Use data from your analytics to shape these messages based on real engagement patterns - not just assumptions.

Remember, 69% of buyers value personalised experiences. This highlights the importance of a solid landing page analytics strategy to deliver tailored content at scale.

For additional support, ABM Answered offers tools to help you tackle analytics challenges. Their battlecards turn insights into actionable sales strategies, while personalised video games can re-engage accounts that have shown interest but haven’t yet converted. You’ll also find a collaborative community of practitioners and an incubator programme designed to help you craft solutions tailored to your tracking needs.

As your analytics grow richer, your strategy will naturally evolve. These insights won’t just sharpen your digital campaigns - they’ll feed into your overall ABM approach, creating a cycle of continuous improvement and better results.

FAQs

How can I align analytics tools with my ABM strategy to ensure smooth data integration and valuable insights?

Aligning Analytics Tools with Your ABM Strategy

To make the most of your ABM (Account-Based Marketing) strategy, it's essential to choose analytics tools that work seamlessly with your existing systems, like your CRM and marketing automation platforms. This integration ensures data flows smoothly across your tech stack, giving you a unified view of account activity.

Pay attention to key metrics such as conversion rates, bounce rates, and engagement levels on your landing pages. These data points provide valuable insights into performance and can help you fine-tune your strategy over time. Additionally, leveraging AI-powered tools for visitor identification and predictive analytics can take your targeting and personalisation to the next level, offering a clearer picture of account behaviour.

By regularly analysing and refining your analytics approach, you’ll be equipped to make smarter, data-driven decisions that enhance your ABM efforts and help you achieve better results.

What are the key ABM-specific KPIs to track for evaluating the success of landing page campaigns?

Measuring Success in ABM Landing Page Campaigns

Tracking the right metrics is essential to understand how well your landing pages are performing within an Account-Based Marketing (ABM) strategy. Here are the key performance indicators (KPIs) to focus on:

Account engagement: Look at how actively your target accounts are interacting with your landing pages. This could include metrics like time spent on the page, the number of pages viewed, or specific actions taken.
Content consumption: Assess how much of your content is being consumed by the key decision-makers in your target accounts. This can help you gauge whether your content resonates with the right audience.
Pipeline velocity: Keep an eye on how quickly target accounts progress through your sales pipeline after engaging with your landing pages. Faster movement often indicates higher interest and alignment.
Return on investment (ROI): Compare the revenue generated from your target accounts to the cost of running your campaigns. This will give you a clear picture of the financial impact of your efforts.

By focusing on these metrics, you can gain a deeper understanding of how your landing pages are driving engagement and helping to advance high-value accounts within your ABM strategy.

How does personalising landing pages improve engagement and conversions for key accounts in ABM campaigns?

The Power of Personalised Landing Pages in ABM Campaigns

Creating personalised landing pages can significantly improve engagement and conversion rates in Account-Based Marketing (ABM) campaigns. By addressing the specific challenges and objectives of high-value accounts, these tailored pages make your message feel more relevant and trustworthy.

In fact, research indicates that landing pages customised for specific audiences can increase conversion rates by up to 60% compared to generic ones. This approach doesn’t just grab attention - it helps nurture stronger connections with key accounts, paving the way for more effective and meaningful campaign results.