Named-account marketing focuses on accounts assigned to sales reps – typically a mix of existing customers and prospect accounts. Large-account marketing – the variation that most often first comes to mind when people think of ABM – requires dedicating marketing resources to the largest current customers or high-value strategic prospects. SiriusDecisions defines three main account-based marketing strategy options. What are the main models for deploying account-based marketing? “In an ABM discipline, you bring those two sides together to ensure that what marketing is doing is more tightly aligned to overall revenue goals and objectives,” Matt explains. Disconnect between the sales and marketing teams plagues many B2B organizations, as their areas of focus naturally differ. SiriusDecisions data shows that 91 percent of organizations report when they take an ABM approach, they are more likely to convert that deal from pipeline to closed than with a non-ABM approach. “We’re always being asked to do more with less, so ABM helps you take your time and resources and apply them to the accounts that matter most in a prescriptive fashion to drive more successful outcomes,” Matt says. What are the top three benefits of an ABM strategy? The only types of situations where ABM may not apply is at organizations with highly transactional deals, little differentiation and a heavy digital focus. Possible approaches range from a one-to-one approach with highly customized treatment of a small number of high-value accounts to more scaled approaches. “There are four main ways of driving demand, and the reality is that most organizations should be doing the majority of those,” he adds. “I’ve seen companies successfully take a multi-pronged approach to driving demand, incorporating broad-based demand creation, segment marketing and ABM.” “Account-based marketing is a demand strategy that almost every company should be thinking about, but we’re not suggesting it should be the only approach to driving demand,” Matt says. What types of companies should use account-based marketing? Who is ABM best for? The sales, product, customer success and executive teams must demonstrate commitment and discipline to help drive efficiency and growth with accounts that matter most. When we do that, it helps provide a better buying and customer experience, and tighter alignment with sales.”Ī successful ABM initiative requires participation beyond marketing. “It’s a change in mindset, and it’s a strategic discipline that allows us to take a prescriptive approach to the accounts that matter most in a way that increases relevance and specificity in our engagements. “Account-based marketing is not a tactic, it’s not a technology, and it’s not a one-off program,” Matt explains. I recently spoke with Matt Senatore, service director for SiriusDecisions’ Account-Based Marketing service , who offered expert answers to the following commonly asked ABM questions: What is account-based marketing? To help you launch a great account-based marketing strategy – or improve and expand your existing ABM programs – we’ve condensed a wealth of SiriusDecisions knowledge on ABM into this blog post. Others fail to identify a designated ABM leader, instead loading the duties onto everyone’s already-full plates and creating a lack of clarity, focus and discipline. For example, some mistakenly believe that buying a single tool that touts itself as “the must-have ABM technology” means all their account-based marketing needs are met. Many marketers are eager to get started with account-based marketing, but common errors can sink ABM programs even before they start. In fact, in a recent SiriusDecisions survey, 93 percent of respondents said they consider ABM “extremely” or “very” important to their organizational success. Organizations should consider ABM as part of an overall comprehensive marketing strategy and ensure alignment with sales, product and other teamsĪccount-based marketing (ABM) continues to be among the hottest topics in B2B organizations from all industries.Learn more about ABM and create or improve your organization’s own ABM strategy with SiriusDecisions research.Account-based marketing (ABM) can deliver significant benefits in pipeline, revenue alignment and more – but developing the right approach is critical.
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