Three Takeaways from ABM Meetup in San Francisco

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Earlier this week, I had the opportunity to be part of an ABM panel with Jon Miller (Engagio), Anand Kulkarni (LeadGenius), Dave Rigotti (Bizible) and moderated by Maria Pergolino (Apptus). It was a fun, engaging panel discussion and I learned a lot from my fellow panelists. There were many good things said throughout the evening, and not just by the panelists. We touched on several ABM-related topics that deserve broader attention so I’ll blog about these more in coming days. For now, here are my three big takeaways from the evening – Think Differently About Account Selection – The conventional view in ABM regarding account selection is that ABM should be employed only for the very highest value accounts i.e. when you’re selling to enterprise segment or when your average deal size is in the seven figures. However, the panel briefly discussed how this view might be outdated. With the advent of newer technologies, like those from Engagio, LeadGenius and Triblio, scaling ABM to reach a broader set of lower value accounts is not only possible but is desirable. Limiting ABM tactics to simply your million dollar deals no longer makes sense, however you may want to tier the level of personalized outreach for the broader target account set. “Account-based” is for both sales and marketing. The rise of ABM is fueled by forward thinking B2B companies taking an account-based approach, not simply for marketing, but also for sales. What does this mean for marketers? I think this means that we need to systematically add value to the post-MQL buying process.

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Article | February 10, 2020 | Sponsored

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However, as this quantity varies depending on the size and scope of individual company deal sizes, these results will vary based on industry and product. Companies Executing ABM Amplified ACV by 171% B2B companies that have implemented ABM perceived a 171% rise in their Annual Contract Value (ACV) more significant than the pre-ABM ACV. In addition, ABM offers a boost to the pipeline rate, thus, enabling marketers to target prospects belonging to new revenue goals. 75% of B2B Buyers and 84% of C-level Executives Use Social Media B2B buyers and C-level executives progressively rely on social media to harvest more information about products and services before making purchase-based decisions. 80% of buyers who had not yet used social media to research purchases are willing to use the right platforms. As online mediums have become a progressive information preference of buyers, companies create profitable account-based campaigns to ignite the initiative. 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This results in gaining higher win rates. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How are account-based marketing stats measured?", "acceptedAnswer": { "@type": "Answer", "text": "Marketers use close rates when required to measure ABM efforts. Typically, the stats are gained by measuring the reachability of target accounts or specific contacts at those accounts. This gives you a percentage or a conversion rate by account, which further estimates how successful ABM efforts have been to date." } },{ "@type": "Question", "name": "What are good ABM metrics?", "acceptedAnswer": { "@type": "Answer", "text": "The good ABM metrics are: Marketing-qualified accounts Real engagement of account Velocity of Pipeline Average selling price Customer engagement rate" } },{ "@type": "Question", "name": "Why should we measure account-based marketing stats?", "acceptedAnswer": { "@type": "Answer", "text": "It is because ABM delivers ROI. For example, when there is a greater emphasis on defining Ideal Customer Profile (ICP), a properly structured approach to selecting account and value is aligned with what a prospect’s business needs. This results in gaining higher win rates." } }] }

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