Destination Pipeline is where leads are maximized, new sales reps are productive and your account-based marketing (ABM) programs make a difference. In this 5-part blog series we’ll explore key tactics that can help you achieve your pipeline goals in 2018.
In a 2017 survey, we found that 82% of marketers are currently executing or planning an account-based marketing (ABM) strategy. They’ve committed to focusing on a smaller number of companies. But 88% of organizations said that they lack the insights necessary to succeed with ABM.
Account-Based Marketing is Logical
At its core, the practice of ABM is logical: select a specific list of companies to target and then pursue each as a “market of one” with messaging and campaigns that are targeted specifically to that organization.
In ABM, significant resources are directed at a focused list of accounts, but often times not enough resources are directed at understanding and selecting the “right” targets.
What makes an account “right?”
While many marketers look to the top of the Fortune ranks for their ABM list, this approach can have its pitfalls. What if a handful of your ABM targets recently purchased a competitor’s solution or aren’t considering switching vendors?
To select the right ABM targets, you need to go beyond basics like size or industry. You need to ask about technology environments and trigger events.
1. What complementary and competitive solutions are installed?
2. What initiatives are in progress?
3. Where are their pains and challenges?
4. You also want to identify trigger events. Are there contracts coming up for renewal that signal now is time to target a particular account?
Further, theses specific types of insight will vary depending on your particular solution and how it’s purchased and deployed.
Because ABM is impossible without insights, BAO provides account profiling to help you lay the foundation for an ABM strategy that ensures you:
- Select the right companies
- Use the right message
- Access the right decision makers