Account Based Marketing

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?

Prove It: ABM Statistics That Will Turn Your Head
(and Your CEO’s Head Too)

80% of marketers measuring ROI say that ABM outperforms other marketing investments. - ITSMA
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91% of those with an ABM program in place said they were "tightly" or "somewhat or moderately" aligned with sales. -SiriusDecisions
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When ABM has been in use for at least a year, 60% of users reported a revenue increase of at least 10%. 19% reported a revenue impact of 30% or greater.
- Demandbase
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ABM marketers are far more able to measure their direct contribution to sales pipeline and revenue impact.
- ABM Adoption Report
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Most marketers have already built a content marketing foundation for ABM.
- Content Marketing Institute
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97% of marketers surveyed say ABM delivers a higher ROI than traditional B2B marketing.
- SiriusDecisions
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ABM Hangups and How to Solve Them

Hangup 1
I know we should shift to ABM, but I don’t know if we’re ready to do it successfully.
Solution 1
An in-depth ABM readiness assessment covering technology, department alignment, and account definitions.
Hangup 2
We’ll have to really improve alignment between marketing, sales, and product departments.
Solution 2
Evaluate and re-engineer touch points and expectations among internal stakeholders. Build a solid foundation, then architect the infrastructure.
Hangup 3
I need to prove some success before I propose making significant changes to fully roll out ABM.
Solution 3
Engineer a pilot program with select team members and accounts. Prove success of basic principles and measurable impact, then scale the program.
Hangup 1
We have a list of contacts, but not enough data to properly segment and market to them in truly personalized ways.
Solution 1
Assess current data quality and identify challenges. Address issues with a data hygiene program, then develop a strategy to evolve data records that includes ABM indicators.
Hangup 2
We have contacts mapped to accounts, but can’t map titles/roles to personas in order to message appropriately.
Solution 2
Leverage the right data service, integrated properly with your MarTech, to start connecting individuals to accounts, then titles within the account’s buying committee.