ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
Why now? What about mobile, social, cloud, etc. makes this inevitable?
Harder than ever to reach decision makers with traditional tactics
New ways to reach buyers (individually-addressable touch-points, real-time ad buying)
Shift from campaign-marketing to “always on” mindset requires integration
Big data / predictive analytics allow marketers to understand the complexity of relationships and buyer context, and match personalized content accordingly
Buyers delaying engagement with sales ; harder to reach CXOs {happened in velocity, needs to happen in XYZ}
Decomposition of the nice/clean customer funnel… no longer just awareness, familiarity, consideration, etc. Useful model, but. Really a set of nodes, interactions (through a connected device)
New ways to reach buyers
Proliferation of “connected customers” and customer data -- smart phones, smart devices (50B connected devices)
behind every device is a customer → data proliferation
From campaigns to “always on”
Big data / predictive (understand the complexity of the relationships, context)
Needs new ways to measure
Account centric good!
But, if Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble.
One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work.
If Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. [Requires SFDC tracked properly.]
One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work.
Marketers are currently only getting 15-20% penetration into target accounts [TOPO]
ABM does not work in isolation – ABE is the mandate
Aspirational list of CMOs; they’re trying to open the door at these Enterprise target accounts
“You’re going to have to spend some money to be really good at account based marketing. But it’s OK because it’s the accounts that will make you the most money.”