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
TWEET THIS
91% of those with an ABM program in place said they were "tightly" or "somewhat or moderately" aligned with sales. -SiriusDecisions
TWEET THIS
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
TWEET THIS
ABM marketers are far more able to measure their direct contribution to sales pipeline and revenue impact.
- ABM Adoption Report
TWEET THIS
Most marketers have already built a content marketing foundation for ABM.
- Content Marketing Institute
TWEET THIS
97% of marketers surveyed say ABM delivers a higher ROI than traditional B2B marketing.
- SiriusDecisions

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.
Hangup 3
I don’t know how to leverage AI and predictive modeling for my program.
Solution 3
Ensure these are the right solutions for the problem you’re trying to solve, and if so, start a small pilot within your existing program to test results.
Hangup 1
I don’t think we can we do ABM with our current tech stack.
Solution 1
Assess current technology platforms (MAP, CRM, CMS, GA), identifying opportunities and threats, then develop a priorities list for technology solutions.
Hangup 2
I know we need to evolve our tech stack, but I’m not sure which platform or platform mix will actually solve my problems.
Solution 2
Get expert recommendations from peers and ABM experts tailored to your specific needs. The right agency partner will help here!
Hangup 3
Our lack of MarTech is holding us back from syncing our Media & Channels efforts to our ABM funnel metrics and revenue goals.
Solution 3
Sync your ad tech platforms and MarTech in an automated way to deliver personalized messages and move targets through the funnel with higher velocity and better close rates.
Hangup 1
I don’t know how we will get the analytics-based account insights we need to make ABM work.
Solution 1
Start with the account data you have, add manual research into target accounts, and evolve sophistication with data and technology tools as you scale.
Hangup 2
Analytics and reporting is still lead-centric, making it difficult to get the insights I need.
Solution 2
Start with the end result: a detailed reporting strategy to gain insights enabling ABM success. Work back from there to identify and prioritize changes in your tech stack.
Hangup 1
I need additional resources to scale our ABM pilot but I don’t know how long it will take to see ROI.
Solution 1
Leverage an expert, flexible partner to model the final impact of your pilot and wider rollout.
Hangup 2
We’ve created account insights, but I don’t know how to personalize programs based on these insights.
Solution 2
Work with an expert agency partner to develop highly-segmented campaign strategies that integrate messaging, content, MarTech, and data.
Hangup 3
My team is sold on ABM, but misalignment with other teams is causing friction and slowing our ability to scale.
Solution 3
Slow down and educate all teams on the mission and benefits of ABM. Then clarify the roles and responsibilities needed for success.
HANGUP 1
I need additional resources to scale our ABM pilot but I don’t know how long it will take to see ROI.
SOLUTION 1
Leverage an expert, flexible partner to model the final impact of your pilot and wider rollout.
HANGUP 2
We’ve created account insights, but I don’t know how to personalize programs based on these insights.
SOLUTION 2
Work with an expert agency partner to develop highly-segmented campaign strategies that integrate messaging, content, MarTech, and data.
HANGUP 3
My team is sold on ABM, but misalignment with other teams is causing friction and slowing our ability to scale.
SOLUTION 3
Slow down and educate all teams on the mission and benefits of ABM. Then clarify the roles and responsibilities needed for success.

ABM vs. ABR – Huh?

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.

Boost Your ABR IQ With Our Curated Learning List.

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?
Intelligent Demand

Account-Based Marketing: Fundamentals Every B2B Marketer Must Know
Demandbase

The Real World Account Based Framework
Intelligent Demand

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
SiriusDecisions

Raising the Game with ABM: 2018 Benchmark Report
ITSMA

Account Based Marketing Statistics – The Mega List
Intelligent Demand

ACCOUNT BASED REVENUE FOR
EXPERTS

You have an established program, and you’re ready to scale.

Expert ABM Success Kit: Building Your Target Account List
Demandbase

Driving Success with Artificial Intelligence
Demandbase

Sales Process: How to Design and Manage a Process that will Scale
TOPO

Take the Next Step

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.

Ready for a Real Revenue Partner?

GTT CASE STUDY // BEST MARKETING CAMPAIGN OF THE YEAR

BUILDING A MULTI-MILLION DOLLAR REVENUE ENGINE