Article | March 5, 2020
Though the term was officially coined in 2004, “In its purest form, account-based marketing has been around forever,” says Matt Heinz, attributing the heightened interest in ABM to advances in tools and technology that make it easier to execute. Backing the assertion that ABM is now easier for B2B companies to execute, an ITSMA survey showed that 84% of businesses using ABM said the strategy offered a higher ROI than other marketing campaigns. In another study from SiriusDecisions, 92% of B2B marketers said ABM was extremely important to their overall marketing efforts. Clearly, ABM is here to stay.
Article | July 13, 2021
ABM is Agent3’s heartland. It’s what we do best. And if you’re a regular reader of our website, you’ll be in no doubt about how strongly we feel about our commitment to ‘true’ ABM, ie, an approach that treats key accounts as markets of one.
Why? Because it works: according to ITSMA, almost 85% of marketers measuring ROI say that ABM outperforms other marketing investments and research by Alterra Group backs this statistic, revealing ABM had higher ROI than other marketing activities.
So when marketers come to us asking for pilot ABM programs on, say, 8-10 accounts it’s little wonder that the results we achieve soon means they’re asking us to ramp up that ABM activity to 50-100 accounts as interest in ABM within their organization is suddenly piqued.
And therein lies the challenge for many.
To scale a ‘true’ ABM program effectively without compromising on the key fundamentals it encompasses involves the alignment of many moveable parts: technology and resourcing are fundamental considerations, but then there’s also the decision about which accounts to include and why, and establishing clear objectives for the program.
It’s not straightforward, but if this is a challenge you’re grappling with currently, be reassured by the multiple survey results available online that you’re certainly not alone.
And it’s for this reason we chose to discuss the topic at last week’s B2B Marketing Ignite USA event with a panel of esteemed marketers: Carrie Feord – Global Head of ABM Industry Clusters, Servicenow, Giovanni Di Natale, senior manager, enterprise and ABM Marketing, Pure Storage and Vera Tatro, strategic account-based marketing, AMER, Splunk. It was great to sit down with these ABM leaders to explore some of these challenges and provide some perspective on how best to successfully navigate them.
In the session, we covered:
1) How people define ABM at scale and where the line is drawn in terms of defining the difference between 1:few/1:many ‘ABM’ and good account-centric demand generation from Product, Solutions and Industry Marketing teams. We also discussed whether certain compromises need to be made as you pursue scale.
2) How to enable teams in the field to scale with ABM: the panel shared successes they have had as well as highlighting ‘banana skins’ teams need to avoid in terms of developing ABM resources/playbooks/templates/toolkits which can then be activated by a growing team of ABMers and Field Marketers. We also discussed ways to embed a ‘build once, use again’ mindset while still being true to the ideals of ABM.
3) Clarification of roles within ABM organisations across marketing when it comes to scaling and succeeding within ABM – the panel discussed what skillsets and roles they see as being important as organizations shift from being small-scale ABM pilots to broader programs.
As you can probably imagine, it was a lively session and audience feedback would suggest we hit upon some very real challenges, so it was great to hear first-hand from the panel about their own experiences, successes and learnings.
If you missed it, I highly recommend carving 30 minutes out of your day to watch, and if you have any feedback or comments, we’d love to hear!
Article | March 31, 2020
We’re hearing that a number of companies are shifting investments from canceled events into account-based efforts. Great news! Of course, we’re biased when it comes to all things account-based here at Engagio, but that’s because we know it works. The challenge now is to get those programs up and running both well and quickly. How can you make that happen and speed time to results? Two words: Revenue Operations. There’s a reason so many people signed up for the recent OpsStars event hosted by LeanData and co-sponsored by Engagio. RevOps is a movement in B2B whose time has definitely come.
Article | February 17, 2020
According to a new study from ITSMA / ABM Leadership Alliance, 73% of B2B marketers plan to increase ABM budgets in 2020 and 71% saw greater ROI within their ABM efforts compared to their traditional marketing initiatives. There is momentum behind ABM in the B2B marketing world and yet there is still opportunity optimize for effectiveness. Research from Demand Gen Report tells us that 95% of marketers prefer credible content from industry influencers (a 30% YoY increase) and most ABM playbooks include no mention of influencer integration at all.
Are B2B brands’ ABM programs leaving performance gains on the table by not considering the impact that influence plays on their target accounts?
How can ambitious marketers optimize the performance of their account-based-marketing (ABM) programs?
To answer that question, we invite you to join TopRank® Marketing chief executive and co-founder Lee Odden as he explores how influencer marketing can drives optimization of ABM performance, as he presents at the B2B Marketing Exchange 2020 conference on Wednesday, February 26, 2020 at 10:40 a.m. Mountain Time in Scottsdale, Arizona.