82% of marketers are currently executing or planning an ABM strategy. They’ve committed to focusing on a smaller number of companies. But only one-third are collecting details about key trigger events and 37% are gathering insights about budgeted initiatives within these VIP accounts.
In ABM, a great deal of resources are directed at a focused list of accounts, but often times not enough resources are directed at selecting those accounts.
BAO lays the foundation for your ABM strategy with the insights and resources that help you execute three key steps in the ABM process:
“Our team has used [account-by-account insights] to develop messaging tracks that will resonate with particular buyers based on their particular circumstances. As the relationship with the prospect builds, the more tailored the message is, the better. This helps us hone messages and plan future programs and content. It’s working – our current digital conversion rates are improving and we expect to see steady growth there as we continue to refine and perfect our outreach.”
Michelle Reed, CMO, SkillSurvey