The bluster and noise about account based marketing (ABM) has been on FULL BLAST lately. So let’s turn down the hype-o-meter and talk some truth. You probably already know that moving your B2B revenue growth strategy from lead-centric to account-centric makes a lot of sense. But misalignment between marketing and sales, bad data, gaping holes in your tech stack and delusional target audience definitions can add up to a failed ABM program.
THE BAD NEWS:
ABM isn’t easy. It takes genuine targeting, personalization that you can’t fake, a different and better set of analytics and a cultural shift to sustained and genuine collaboration among all of your revenue stakeholders.
THE GOOD NEWS:
ABM has evolved to the point where experts have seen your problems before and are able to remove roadblocks with scalable solutions. Want to see how to succeed with ABM?
The difference between account based marketing (ABM) and account-based revenue (ABR) is all in the scope of your approach. Account based anything isn’t going to be successful without end-to-end alignment among all internal stakeholders including marketing, inside and outside sales, product, customer success and brand teams. So why call this approach “account based marketing”?
Instead, we call it account based revenue (ABR) because that reflects the ultimate goal of shifting from a lead-centric to an account-centric model: focusing and orchestrating your entire company’s resources on the accounts that matter most to you.
There’s a lot of bad, shallow, inaccurate content out there about ABM. We waded through it (ugh). We read it (ouch). And here is reading material for each level of ABR experience to save you time (yay!).
ACCOUNT BASED REVENUE FOR BEGINNERS
You know you need ABM but aren’t sure how to take the first step.
Is Account Based Marketing Truly Right for Your Company?
The Real World Account Based Journey: An ID Content Series
ACCOUNT BASED REVENUE FOR INTERMEDIATES
You’ve started an ABM program but need to take it to the next level.
The State of the Account Based Revenue Engine 2019
Account Based Marketing Statistics – The Mega List
ACCOUNT BASED REVENUE FOR
You have an established program, and you’re ready to scale.
ABR marketers become essential and trusted partners with sales, account managers, and their C-suite. They generate more results from their current budgets and are granted more resources to grow and scale their operations…they also advance faster in their careers.
Whether you need to build a business case for ABR at your company, or diagnose and resolve problems that are holding your ABR program back, Intelligent Demand can help you.
Developed by Intelligent Demand’s Certified Account Based Consultants, this content series provides real world knowledge to help marketers lead an account based strategy and succeed at every stage of the journey, whether you are preparing, piloting, scaling, or innovating.