Here’s a simple truth when it comes to most marketers: we have more data than we can cope with. Fighter pilots call it ‘helmet noise’: being faced with so much information from so many angles that decision making goes out the window.
Why is critical to implement now ABM?
Consider how Account Based Marketing (ABM) can help you. According to ITSMA’s Marketing Insights, it “delivers the highest Return on Investment of any B2B marketing strategy”. If your company is in IT, Services or Consulting or with long and complex sales cycles with a potentially large customer base, ABM is the answer.
What are the critical steps to implement?
There is growing consensus that a structured Framework to approach the implementation by both Marketing and Sales is critical (I recommend the excellent work from the ABM Consortium here in the identification of key characteristics of High Performing ABM organisations).
a) Market intelligence: Start by selecting, sizing and prioritizing your market. As example, here at Celsius we provide a complete EMEA reference of accounts over 500 employees. This way our customers identify high potential prospects using an objective measurement of the market (focus on vertical, size, overall IT budget or HW or SW spent only …).
b) Marketing and Sales Alignment: Build a 1:1 engagement experience. Coordinate the different touchpoints (field-marketing events, TLMK prospecting, Sales calls to top priority accounts, online engagement, IP Based advertising …).
c) Have BI tools help you to track the right KPIs. This will certainly work best if you have an integrated dababase (in fact this is the starting point for many companies I know of). Think that still many organisation have marketing, sales and customer data sitting in separate systems and this situation is even worse when companies a mix between consumer-facing and B2B lines of business.
If you want to benefit from ABM to boost your sales and trade the fighter pilot ‘helmet noise’ for a ‘love boat’ customer experience – or a very similar one – let’s talk.