5 Traits of Top ABM Programs and 3 Pitfalls to Avoid
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The document outlines key traits of successful Account-Based Marketing (ABM) programs, emphasizing the importance of understanding business challenges, focusing on revenue metrics, and integrating Sales Development Representative (SDR) teams with marketing. It also warns against common pitfalls, such as overcomplicating ABM and treating it solely as a marketing initiative. High-performing ABM teams prioritize solving challenges, love their SDRs, start small, and segment target accounts effectively.
5 Traits of Top ABM Programs and 3 Pitfalls to Avoid
- 1. PETER ISAACSON CMO| DEMANDBASE CHRIS GOLEC CEO | DEMANDBASE AND PITFALLS TO AVOID TRAITS OF TOP ABM PROGRAMS
- 2. Wow, that’s a great idea. Let’s do it. Hey Peter, we should write a book on ABM. It would be great! Chris, you’re crazy- we’re never going to be able to pull this off…
- 3. 100’s of client ABM workshops 1000’s of customer/prospect meetings Over 3000 Certified ABM Strategists Built our own ABM strategy from the ground up!
- 4. TRAITS OF TOP ABM PROGRAMS
- 5. 1. Understand the problem you’re trying to solve
- 6. MARKETING TO VENTURE CAPITALISTS Demandbase targeted select venture capital firms with a personalized display ad to build awareness and drive traffic to: www.demandbase.com
- 7. REAL-TIME B2B PERSONALIZATION Real-time display of Scale’s Ventures web site image on the Demandbase web site
- 8. 2. Focus on business and revenue metrics
- 9. Source: 2019 Demand Generation Benchmark Report of B2B marketers focus on lead volume and MQLs as their primary KPI 44% of B2B Marketers focus on Influenced Revenue and Pipeline as their primary KPI 43%
- 10. 3. Make the SDR team an extension of the Marketing team
- 11. Source: 2019 TOPO Account Based Benchmark Report 83% Of High Performing ABM Orgs have SDR Teams
- 12. 4. Try, Learn, Iterate, Scale
- 13. Source: 2019 TOPO Account Based Benchmark Report #1 Challenge for starting and continuing an ABM initiative: Scaling across a large # of accounts
- 14. 5. Segment your target account list One-to-One ABM One-to-Few ABM One-to-Many ABM
- 15. 46% Of ABM practitioners include multiple tiers for their target accounts Source: 2018 ITSMAABM Benchmark Report
- 18. “You don’t succeed in 100% of the ABM campaigns you fail to launch.” Wayne Gretzky
- 19. 2. Don’t buy technology to “do ABM”
- 20. Strategic sales Territory Sales Sales Ops SDRs Outbound SDRs Inbound Finance Revenue Ops Customer Success Training/ Education Product Management 3. Don’t think of ABM as just a marketing initiative Marketing
- 21. Source: 2019 TOPO Account Based Benchmark Report #1 Most Important factor contributing to ABM success Coordinating strategy across marketing, SDRs and sales
- 22. KEY TAKE AWAYS The highest performing ABM teams… Use ABM to solve a challenge Focus on revenue Love their SDR team Start small and expand Segment with purpose
- 23. THANK YOU