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 | May 24, 2021
The pandemic has catalyzed an en-masse move to hybrid workforce models across industries and functions, including marketing teams. Add to this the broad changes in consumer behavior and market expectations resulting from the disruption of the last 15 months. How has all of this change impacted marketing priorities?
While DX has been a priority for a while now, what’s changed is the race to connect customer experience (CX) to the DX initiative. Over the last year digital engagement has been at times the only way to find, get and keep customers. Starting with overhauling virtual shopfronts — aka brand websites — to investing in more advanced data-driven marketing decisioning engines, making CX central to the digital strategy has become primary.
Article | February 20, 2020
For B2B companies around the world, one of the biggest challenges is finding big clients and closing deals successfully. In the last few years, Account-Based Marketing (ABM) has emerged as a preferred marketing solution for B2B brands. It is a marketing technique that involves creating customized and focused campaigns based on the individual needs and pain points of specific clients. While it is definitely effective if you only have a small list of clients you want to target, it restricts you from finding new clients which is exactly where inbound marketing comes in.
Inbound marketing is a technique that focuses on attracting customers to products and services with the help of content that looks both intuitive and valuable to the prospect. This can include social media marketing, content marketing, branding, and search engine optimization. The idea is to solve the already existing problems of the customers and encourage them to make a purchase.
Article | February 10, 2020
Conventional Marketing is being gradually replaced by the account level personalisation aka. Account-Based Marketing or Account-Based Selling. It is more than just another strategic approach to marketing helping enterprises to target and acquire high value customers. Adding to this, advances in modern marketing techniques have empowered marketers to embrace the ABM swiftly at a higher scale.