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Build Your Account-Based Marketing Strategy

ABM success requires a strong set of marketing capabilities, tight alignment with Sales, and a content personalization strategy targeting high-opportunity buyers.

  • Select the right ABM strategy for your organization and create complete alignment between the Sales and Marketing teams.
  • Clear the clutter and jumpstart your ABM implementation with a solid foundation.
  • Build a targeted account list with optimized data.
  • Engage buying account committees and create personalized content that helps buyers educate themselves.
  • Understand the necessary platforms and tools required to be successful with the selected ABM strategy.

Our Advice

Critical Insight

The success of each level of ABM maturity is closely tied to available resources, business needs, and having foundational elements in place to support your ABM strategy. Marketers should keep their initial ABM strategy simple to deliver a successful program. The goal is not to employ a complex program or include all levels of ABM strategy but rather to select the most feasible for your organization.

Impact and Result

With a strong set of marketing capabilities, tight team alignment with Sales, and a content personalization strategy, you will:

  • Create a solid foundation for a best-fit ABM strategy for your Marketing and Sales organization.
  • Target and build relationships with high-opportunity accounts.
  • Design experiences that will guide the buying committee through their buyer’s journey.
  • Develop a process for your team to continue to build on their maturity.

Build Your Account-Based Marketing Strategy Research & Tools

Build Your Account-Based Marketing Strategy Executive Brief – Assess your organization's ABM readiness and understand key foundational elements that are required to facilitate account-based marketing strategies.

This Executive Brief explains ABM strategy types and accompanying levels of personalization, how to assess your organization's capabilities using our ABM maturity model, and how other companies are using ABM to reach buying committees.


Build Your Account-Based Marketing Strategy

ABM success requires a strong set of marketing capabilities, tight alignment with Sales, and a content personalization strategy targeting high-opportunity buyers.

Analyst Perspective

Our methodology prepares marketers to mature their practice and focus on growing relationships with high-value accounts.

A successful account-based marketing (ABM) strategy begins with aligning Sales and Marketing efforts to create an ideal customer profile (ICP) and develop personalized programs with high-value accounts. ABM is typically used in businesses that are ready to mature their inbound marketing programs, looking to enhance their cross-sell and upsell efforts, and needing to alleviate strain on their Sales team.

Many companies feel that ABM requires a high level of complexity and the use of AI platforms to achieve measurable success; however, this is just one approach. The beauty of ABM is that it is a scalable strategy, and if you have a solid enterprise inbound program in place, you should not encounter significant barriers to employing an ABM strategy. Using our methodology, you will understand the steps to building a sound foundation to launch your ABM strategy and support future growth.

Photo of Julie Geller, Marketing Research Director, High Tech Advisory, SoftwareReviews.

Julie Geller
Marketing Research Director, High Tech Advisory
SoftwareReviews

Executive Summary

Your Challenge

Many marketers struggle to build their ABM strategy because they have not yet developed their core capabilities for a successful inbound marketing strategy. Once you can work through 70% or more of the foundational elements of each strategy, you will:

  • Select the right ABM strategy for your organization and create complete alignment between Sales and Marketing teams.
  • Clear the clutter and jumpstart your ABM implementation with a solid foundation.
  • Build a targeted account list with optimized data.
  • Engage buying account committees and create content that helps buyers educate themselves.
  • Understand the necessary platforms and tools required to be successful with the selected ABM strategy.
Common Obstacles

Although ABM is considered an advanced strategy, organizations of all sizes struggle with implementation due to:

  • A lack of clear starting point.
  • A lack of content to personalize.
  • A lack of historical data to base programs on.
  • A lack of tools.
Many marketers unknowingly make implementation of ABM strategies much harder than it should by skipping fundamental steps. Spending time building out capabilities for the foundation of your program will benefit you greatly and ensure overall success.
SoftwareReviews’ Approach

With a strong set of marketing capabilities, tight team alignment with Sales, and a content personalization strategy, you will:

  • Create a solid foundation for a best-fit ABM strategy for your Marketing and Sales organization.
  • Target and build relationships with high-opportunity accounts.
  • Design experiences that will guide the buying committee through their buyer’s journey.
  • Develop a process for your team to continue to build on their maturity.
Organizations that build on their capabilities, as outlined by the ABM Maturity Model, can quickly identify and fix gaps and grow their capabilities – producing maximum insights for their organization.

SoftwareReviews Insight

The success of each level of ABM maturity is closely tied to available resources, business needs, and having foundational elements in place to support your strategy. Marketers should keep their initial ABM strategy simple to deliver a successful program. The goal is not to employ a complex program or include all levels of ABM strategy but rather to select the most feasible for your organization.

Why is an ABM strategy important?

Create an edge in your marketing practice that fortifies relationships

Employing an ABM strategy allows marketers to build on their inbound marketing programs by personalizing the buying experience for high-value prospects and customers. In addition, Sales and Marketing teams work closely within this framework to shorten the sales process.

ABM provides Sales and Marketing teams with the unique opportunity to:

  • Increase win rates and lifetime customer value (LVT).
  • Create both simple and tiered programs that speak to specific audience segments.
  • Mature your marketing practice.
  • Identify deep insights that will benefit your buyer’s journey.
80% of marketers say ABM improves customer lifetime values, while 86% say it improves win rates. (Source: TOPO, 2019)

The B2B buying committee

An effective ABM strategy can be your greatest weapon in managing complex customer relationships

Working with Sales, Marketing teams need to think about how they can design a strategy to identify intent signals and progress the conversation with buying committees. As marketers, aiding sellers who are dealing with buying committees is our sole focus. We need to help key decision makers do their research and engage with sellers on their company key initiatives when they’re ready to buy.

To have success with your ABM strategy, you need to develop a program that addresses the buying committees’ needs for:

  • Personalized content at every stage of the buying cycle – think 3, 6, and 9 months out from the actual purchase date.
  • Materials and media that appeal to specific learning modalities that suit your ICP’s demanding role.
  • Language, buying preferences, and account details integrated into your account communication, thereby demonstrating the importance of the relationship.

Buying Committees Are Expanding

'2017 Buying Committee' vs '2015 Buying Committee' measured in human icons. 2017 has 8.8 people and 2015 has 5.6 people.

The average number of people involved in B2B solutions purchases climbed from 5.4 to 6.8 in just two years. (Source: HBR, 2017)

What exactly are we looking to accomplish with ABM?

ABM success calls for the ability to:
  • Tailor our message based on your understanding of the buyer's key initiative, their challenges/pain, the gains/pain relief they seek, and their vision of the solution.
  • Tailor our message to a specific buyer/persona based on your understanding of the buyer’s role in a complex buying decision and addressing the lens through which they view the solution (e.g. technical, financial, user).
  • Tailor our message to a specific buyer/persona and deliver at exactly the right moment in the buyer journey based on their needs.
  • Tailor our message to a specific buyer/persona and deliver at exactly the right moment in the buyer journey using the right type of asset based on your understanding of buyer preferences by asset type (e.g. videos, podcast, whitepaper, articles, Tweets).

Isn’t this what great sellers have historically been able to do?

Because B2B buyers spend only about 5-6% of their decision-making time with a sales rep (MarketingProfs, 2019), Marketing needs to engage the account, and our complex cadre of buyers, for the other 95%!

This is the essence of ABM.

True benefits of implementing ABM

ABM provides incremental ROI beyond typical Sales and Marketing alignment
Up to

208%

More revenue generated using ABM
(Source: MarketingProfs, 2019)

97%

Marketers achieved higher ROI with ABM
(Source: Marketo, 2017)

171%

Lift in average annual contract value (AVC)
(Source: ABM Leadership Alliance, 2016)

50%

Less sales time wasted on unproductive prospecting
(Source: Marketo, 2017)

87%

ABM outperforms other marketing investments
(Source: LinkedIn, 2022)

36%

Higher customer retention rates
(Source: MarketingProfs, 2016)

ABM takes personalization to the account level

ABM Strategy Types

Strategic ABM: Highly customized one-to-one targeted programs for high-value accounts
Marketers use this strategy to show an in-depth understanding of your ICP’s business issues, strengthen relationships, and expand or secure bigger deals with existing customer accounts. Key metrics go beyond revenue to include qualitative data such as brand perception and product development.

ABM Lite: Lightly customized one-to-few marketing programs for groups of accounts with similar attributes and shared business challenges
Marketers use this strategy to create new opportunities and upsell or cross-sell existing accounts. ABM Lite is commonly used as a first step into ABM strategy and often marks the beginning of Sales and Marketing working together as an aligned team to deliver programs and campaigns.

Programmatic ABM: Tailored one-to-many marketing programs using programmatic platforms that enable marketers to personalize ABM programs at scale to named accounts
Marketers use this strategy with top-of-funnel initiatives to target specific segments that can eventually move into lite or strategic programs. Programmatic ABM tools can collect customer insights through social listening technologies, serve targeted content, and tie individual lead nurturing to overall account progress through the buy cycle.

(Source: ITSMA, 2017)
With the ability to execute one-to-one targeted programs, ABM helps companies build longer-lasting customer relationships.

ABM takes Marketing and Sales collaboration to another level

ABM activities that foster an aligned vison are essential for success

Many companies have adopted an ABM framework to improve customer relationships and shorten sales cycles. In addition to these benefits, implementing an ABM strategy can also help to mature your marketing practice.

To foster growth among Marketing and Sales team members, ABM initiative leaders should plan on spending time in close collaboration with sales to:

  • Revise target account lists.
  • Align marketing strategy to targeted accounts.
  • Orchestrate the creative and storytelling aspects of ABM campaigns.
  • Keep process focused to maintain team compliance.
  • Collaborate weekly to update playbook and optimize results.
Tip: If you currently outsource your marketing activities, use these points to set expectations with your resources.
Stock image of a workgroup collaborating.

Key challenges when implementing ABM

This research is designed to help organizations that are looking to:
  • Overcome differing visions for ABM that often exist among Sales, Marketing, and leadership and select the right ABM strategy for their organization.
  • Clear the clutter and jumpstart their ABM implementation with sound foundational elements.
  • Build a targeted account list without optimized account and contact records.
  • Engage account buying committees and create content that helps buyers educate themselves.
  • Understand necessary platforms and tools required to be successful with the selected ABM strategy.
  • Create complete alignment between Sales and Marketing teams.
17% of B2B marketers worldwide with mature ABM programs are driving strategic growth (Source: ABM Leadership Alliance, 2019)

Symptoms of a failing ABM strategy

Marketers who run an ineffective account-based marketing strategy will experience:
  • A high volume of unqualified leads and low conversion rates.
  • Longer lead conversion time than competitors in the same space.
  • Poor lead-scoring indicators and lack of insights from reports.
  • Many new accounts with little awareness of your company’s USP and services.
  • Account executives spending too much time with unqualified leads.
  • Not systematically upselling and cross-selling.
  • Low traffic volumes to key website pages and top-of-funnel content.
To succeed with your ABM strategy, marketers must fully understand their ideal customer profile (ICP), the buyer’s journey, and each challenge to overcome at every step in the buying stage. This will increase wins, positively impact customer lifetime value (LVT), and provide deeper buyer insights to build on.
65% of marketing professionals surveyed describe their ABM strategy as somewhat successful. (Source: Ascend2, 2020)

Root causes of ABM strategy failure

  1. Poorly defined persona(s) and ICP. The more data you have on a customer (persona) and account level (ICP), the better chance of success you will have in implementing your strategy. If you don’t have time to refresh your personas before launching ABM, ensure you have the basic foundation set up and update your personas as soon as you have an opportunity.
  2. Difficulty aligning with Sales on the target account list. It is imperative that Sales and Marketing spend the necessary time to agree on the target account list (TAL) and other personalization elements that include both parties. To avoid confusion and error, do not start your program until you have a recorded process that both teams are confident in executing.
  3. Not delivering a personalized customer experience. The heart of a successful ABM program includes customized content and experiences that are geared toward your target customer. Your program success metrics indicate how well you know your ICP.
42% of marketers can’t run effective account-based marketing programs because of difficulty aligning their Marketing and Sales teams. (Source: Netscribes, 2021)

Common obstacles

Why do organizations have trouble implementing ABM?

1

Lack of Clear Starting Point

2

Lack of Content to Personalize

3

Lack of Historical Data

4

Lack of Tools

Often marketers will attempt to tackle too much at once, which will only cause confusion in selecting a suitable strategy for their organization. Producing content that can be mapped back to the buyer’s journey and personalized can be challenging for organizations and a significant hurdle in putting a tailored ABM strategy into motion. Marketers often do not have enough visibility into account buying behavior/trends, account mapping, etc. Lack of metrics and reporting can create a conundrum for marketers. Companies of all sizes have trouble selecting and implementing the right foundational tools to support their ABM strategy. Lack of marketing automation platforms, tracking, and reporting can hamper your implementation plan.

Benefits of building a scaled ABM strategy

Creating a scaled ABM pilot will deliver:
  • Deeper insights. Implementing a robust taxonomy and tracking system will allow you to view contact- and account-level activity to make better, more informed business decisions.
  • Opportunities to test and learn. By segmenting accounts, ABM provides the perfect structure to perform short- and long-term testing.
  • A better buying experience. Personalized content creates a tailored buying experience that can positively impact your sales velocity.
  • Strengthened relationships. Prioritize high-value accounts and create programs that will fortify relationships.
Companies with mature ABM strategies credit 79% of opportunities and 73% of total revenue to ABM efforts. (Source: Terminus, 2020)

SoftwareReviews' 'Account-Based Marketing (ABM) Maturity Model' 'What are your current marketing capabilities?' There are 4 columns: 'Ad Hoc', 'Programmatic | Foundational', 'ABM Lite | Advanced', 'Strategic ABM | Transformative'. Each column lists metrics, capabilities, and activations.

ABM Leaders are charged with:

  • Selecting the right ABM strategy for their organization.
  • Building competence in Foundational Capabilities in a first phase, before tackling a more mature “Advanced” version of ABM.
  • Once “Advanced” capabilities are built and honed, moving on to Transformative ABM becomes possible.
  • Employing right-sized activations for each selected strategy.


SoftwareReviews’ methodology for ABM

1. Build Foundation 2. Advance 3. Transform
Phase Steps
  • 1.1 Gauge marketing capabilities and make a plan together to fill foundational gaps.
  • 1.2 Ensure CRM and marketing automation integration.
  • 1.3 Define your Ideal customer profile (ICP).
  • 1.4 Document your buyer persona(s) and journey.
  • 1.5 Create your target account list (TAL), segmentation
  • 1.6 Examine campaign performance, dashboard reporting
  • 1.7 Optimize your lead generation engine.
  • 1.8 Customize your lead scoring.
  • 1.9 Create your content strategy (pillars and clusters), taxonomy, and personalization strategy (minimum).
  • 1.9 Develop a programmatic pilot or advance to next phase.
  • 2.1 Gauge marketing capabilities and make a plan together to fill advanced gaps.
  • 2.2 Refine ICP.
  • 2.3 Implement a digital asset management (DAM) platform and strategy.
  • 2.4 Implement drip and nurture campaigns.
  • 2.5 Implement behavioral tracking and more granular segmentation.
  • 2.6 Expand ICP with more progressive profiling.
  • 2.7 Perform A/B testing of target account messages and personalization strategy (moderate).
  • 2.8 Develop an ABM Lite pilot or advance to next phase.
  • 3.1 Gauge marketing capabilities and make a plan together to fill transformative gaps.
  • 3.2 Expand attribution measurement capabilities to multi-touch and by channel, self-attribution data points.
  • 3.3 Expand reporting capabilities and analysis (CLV, account profitability).
  • 3.4 Expand campaigning to multi/omnichannel.
  • 3.5 Personalization strategy (high).
  • 3.6 Develop a strategic ABM pilot.
Phase Outcomes
  1. Team roles, responsibilities, and alignment
  2. Documented buyer persona(s), journey, ICP, and create target account list (TAL)for initial ABM focus
  3. Lead generation engine and lead scoring optimized
  4. Content strategy for target accounts
  5. Actionable programmatic pilot strategy
  1. Deeper ICP granularity
  2. More formalized, effective management of digital assets
  3. Acceleration of lead generation
  4. Messaging optimization as result of A/B testing
  5. Actionable ABM Lite pilot strategy
  1. Messaging optimization per buying committee persona types
  2. Highly personalized inbound experiences per account and role
  3. Enhanced data analysis capabilities, measurement of account-level profitability and customer and account lifetime value
  4. Actionable strategic ABM pilot strategy

Who benefits from our approach

This strategy is designed for:

Marketing and Sales leaders who are:

  • Looking to get started with an ABM strategy but don’t know how to assess the maturity of their marketing organization.
  • Ready to enhance their current inbound marketing strategy by leveraging a scaled approach.
  • Ready to grow the maturity of their marketing practice.
  • Looking for step-by-step guidance, tools, and best practices to design or lay the foundation for their ABM strategy.
This strategy will help you:
  • Increase the velocity at which you implement an ABM strategy for your organization and save time by avoiding rookie ABM mistakes.
  • Lay the foundation to implement a successful ABM strategy with measurable results.
  • Create an ICP, targeted account list, and a measurable ABM pilot.
  • Impart the value of leveraging ABM strategy and critical information to your whole team.
  • Gather key data points that will help personalize your ABM programs and improve your lead scoring methodology.
This strategy will also assist:

Strategic Account Managers, Marketing Operations, Digital/Field Marketing leaders who want to:

  • Understand how best to participate in and/or support ABM programs.
This strategy will help them:
  • Manage target accounts where ABM programs will be implemented.
  • Design campaigns and craft content to support ABM.
  • Specify marketing and sales technologies to enable ABM success.

Executive Brief Case Study

Logo for DocuSign.
INDUSTRY:
SaaS
SOURCE:
Digital Marketers World, 2022
DocuSign

eSignature transaction management solution provider DocuSign used ABM to target accounts across six industries.

Challenge
DocuSign wanted to increase website visits and click-through rates and boost conversions from high-value targeted enterprise clients.

Solution
DocuSign launched a highly targeted ABM display ad campaign to more than 450 accounts. Messages were designed to reflect where their buyer was at in their specific buying stage with highly personalized content. The team used industry-specific images, whitepapers, case studies, testimonials, and logos in the campaign. DocuSign collected more detailed company information about visitors by reducing questionnaires and relying on web analytics and content optimization.

Case Study Results

Engagement rate increased by 59%

Boosted page views by 300%+

Decreased the bounce rate from 39.25% to 13.5%

Boosted sales pipeline by 22%

Executive Brief Case Study

Logo for Thomson Reuters.
INDUSTRY:
Media
SOURCE:
Terminus, 2019; DemandScience, 2021
Thomson Reuters

Thomson Reuters, provider of trusted business, financial, and national and international news to professionals, targeted 500 key accounts with ABM.

Challenge
The organization wanted to drive retention, expansion, and pipeline velocity.

Solution
Thomson Reuters achieved stunning results by strategically tiering the 500 accounts by fit, deal size, and buying cycle stage. Each tier was targeted with different ABM tactics.

Tier 3 tactics (for ideal accounts with a longer sales and renewals cycle)
  1. “Always on” digital marketing with highly personalized programmatic ads
  2. Strategic field marketing with in-market events
  3. Content or event opportunities with thought leadership opportunities
Tier 2 tactics (for ideal accounts in active renewal or larger acquisitions not engaged with sales)
  1. Gifts as door openers
  2. Free trials
  3. Exclusive networking events
Tier 1 tactics (for large, higher-risk accounts in an active sales cycle)
  1. 1:1 campaigns, hyperpersonalized programmatic ads
  2. Onsite product demos with food/entertainment to drive decision maker attendance
  3. Exclusive events with publishing opportunities
Case Study Results

Win rate of 95%

Shortened sales cycle by 72%

80% of the win rate was from renewal/expansion opportunities

Insight Summary

You don’t need to execute on multiple ABM strategies for success

The success of each level of ABM maturity is closely tied to available resources, business needs, and having foundational elements in place to support your strategy. Marketing should initially keep their ABM strategy simple to deliver a successful program. The goal is not to employ a complex program or include all levels of ABM strategy but rather to select the most feasible for your organization.

Think about long-term results today

It’s well worth your time to define your ICP and calculate your total addressable market (TAM). Doing so can significantly increase your win rate and your return on ad spend (ROAS).

Make your content work harder for you by tracking buying signals

Mapping content to the buyer’s journey and implementing tracking software can reveal valuable buying insights that can result in increased sales velocity and upsell/cross-sell opportunities.

Build a collective, not siloes

Marketers should invite the Sales team into their quarterly planning initiatives, campaign planning, and weekly performance meetings. You’re all working together to perfect the process and craft a winning strategy together.

Personalization for the Win

Don’t rely on quantitative data only to direct your ABM efforts. Raise the efficacy of your strategy by regularly collecting qualitative data from your internal Sales team, outbound prospects, and high-value customers. Conduct interviews, ask for feedback on your service offering, and add self-attribution fields for deeper insights.

Address the buying committee

Messaging and programs should be uniquely crafted for your target – the more specific, the better. Spend the necessary time to upgrade technology or clean your database to allow for personalization. You will be surprised how small changes can drive big impact.

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A Guided Implementation (GI) is series of calls with a SoftwareReviews Advisory analyst to help implement our best practices in your organization.

For guidance on marketing applications, we can arrange a discussion with an Info-Tech analyst.

Your engagement managers will work with you to schedule analyst calls.

What does a typical GI look like on ABM?

Phase 1

Phase 2

Phase 3

Call #1: Diagnose organizational capabilities to determine your level of ABM. Review gaps and make a plan to support your inbound growth. Discuss staffing and required roles.

Call #2: Gain insight on right-sized marketing technology platform options.

Call #3: Conduct ICP working session. Discuss areas of opportunity and trends based on data collected.

Call #4 Follow previous working session with review of buyer personas and journey mapping.

Call #5: Develop your target account list and segmentation strategy. Touch on personalization requirements.

Call #6: Review campaign performance and enhance dashboard reporting

Call #7 Optimize lead generation engine and customize lead-scoring model.

Call #8: Develop content strategy and accompanying taxonomy. Review tracking strategy.

Call #9: Develop your programmatic pilot strategy.

Call #10: Gauge advanced organizational capabilities to determine your level of readiness. Review potential gaps and support growth.

Call #11: Refine your ICP and discuss digital asset management platform and strategy.

Call #12 Discuss nurture and drip campaign strategy and behavioral tracking and deeper segmentation capabilities.

Call #13: Identify opportunities to implement progressive profiling and A/B testing on website/landing pages. Discuss personalization strategy.

Call #14: Develop your ABM Lite pilot strategy.

Call #15: Review organizational transformative capabilities to determine your level of readiness. Review potential gaps and support growth.

Call #16: Strategize attribution model and data point collection (working session).

Call #17 Deepen analysis capabilities by exploring APIs and deeper reporting capabilities.

Call #18: Introduce multi-/ omnichannel strategy and cover advanced personalization strategy best practices.

Call #19: Develop your strategic ABM pilot strategy.

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Bibliography

“2019 ABM Benchmark Survey Report.” Demand Gen Report, 2019. Accessed 20 Sept. 2022.

“2020 State of ABM Report: The Year Marketing Changed Forever.” Terminus, 2020. Web.

“4 ABM challenges and their solutions.” Netscribes, 12 July 2021. Accessed 20 Sept. 2022.

”Account-Based Marketing.” Marketo, 2019. Accessed 20 Sept. 2022.

“Account-Based Marketing Approach: Strategies, Tactics & Trends.” Ascend2, July 2020. Web.

”20 Sales and Marketing Alignment Statistics.” The Pipeline, ZoomInfo, n.d. Accessed 20 Sept. 2022.

The Art of ABM: A Strategic Guide to Account-Based Marketing. Drift Press, 2021. Accessed 21 Sept. 2022.

Beutler, Brad. “[ABM Case Study] 9 Account Based Marketing Tactics That Helped Thomson Reuters Achieve a 95% Win Rate.” Terminus, 21 June 2019. Accessed 22 Sept. 2022.

Bewsher, Doug. “The Secret to Account-Based Marketing Success.” MarketingProfs, 2016. Web.

Bump, Pamela. ”38 Account-Based Marketing Stats to Know in 2021.” HubSpot, 27 Sept. 2021. Accessed 20 Sept. 2022.

Cantrell, Corey. “ABM Is Essential to Today’s Trust Economy.” DemandScience, 25 May 2021. Accessed 20 Sept. 2022.

“Case Studies.” The ABM Agency, n.d. Accessed 22 Sept. 2022.

”The Definitive Guide to Account-Based Marketing.” Marketo, 2017. Accessed 20 Sept. 2022.

Gomes, Ellen. “5 Ingredients of Effective Lead Nurturing.” Convince & Convert, 20 Feb. 2015. Accessed 20 Sept. 2022.

Leavitt, Rob, et al. “Moving to ABM Maturity: 2019 ABM Benchmark Study.” ABM Leadership Alliance, Dec. 2019. Accessed 20 Sept. 2022.

Lebo, Todd. “5 Account-Based Marketing Statistics You Need to Know.” Convince & Convert, 2020. Accessed 20 Sept. 2022.

Nikola. “5 Successful Account-Based Marketing Examples & Benefits.” Digital Marketers World, 28 Jan. 2022. Accessed 14 Oct. 2022.

O’Shea Gorgone, Kerry, host. “Two Great Tactics That Work Great Together, B2B Social Selling and ABM: LinkedIn's Ty Heath on Marketing Smarts [Podcast].” Marketing Smarts, MarketingProfs, 26 Sept. 2019. Accessed 20 Sept. 2022.

Spillane, James. “Why Sales Ignores Leads From Marketing.” Business 2 Community, 23 Sept. 2013. Accessed 20 Sept. 2022.

Spillane, James. ”How to Generate Higher-Quality Leads with Account-Based Marketing.” Business 2 Community, 2 April 2016. Accessed 20 Sept. 2022.

“Three types of account-based marketing.” ITSMA, 2017. Accessed 20 Sept. 2022.

Toman, Nick, et al. “The New Sales Imperative.” Harvard Business Review, March-April 2017. Accessed 20 Sept. 2022.

TOPO. “ABM: State of the Market.” ABM Leadership Alliance, 2016. Accessed 20 Sept. 2022.

Waffle, Kelly J. ”Account-Based Marketing (ABM) Probably Outperforms Every Marketing Program You Are Running.” LinkedIn, 5 Nov. 2015. Accessed 20 Sept. 2022.

Wittlake, Eric. “2019 Account Based Benchmark Report.” TOPO, 23 Jan. 2019. Web.

ABM success requires a strong set of marketing capabilities, tight alignment with Sales, and a content personalization strategy targeting high-opportunity buyers.

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Guided Implementation #1 - Build the foundation
  • Call #1 - Diagnose organizational capabilities to determine your level of ABM. Review gaps and make a plan to support your inbound growth. Discuss staffing and required roles.
  • Call #2 - Gain insight on right-sized marketing technology platform options.
  • Call #3 - Conduct ICP working session. Discuss areas of opportunity and trends based on data collected. 
  • Call #4 - Follow previous working session with review of buyer personas and journey mapping.
  • Call #5 - Develop your target account list and segmentation strategy. Touch on personalization requirements.
  • Call #6 - Review campaign performance and enhance dashboard reporting 

Guided Implementation #2 - Advance
  • Call #1 - Optimize lead generation engine and customize lead-scoring model.
  • Call #2 - Develop content strategy and accompanying taxonomy. Review tracking strategy. 
  • Call #3 - Develop your programmatic pilot strategy.
  • Call #4 - Gauge advanced organizational capabilities to determine your level of readiness. Review potential gaps and support growth.
  • Call #5 - Refine your ICP and discuss digital asset management platform and strategy.
  • Call #6 - Discuss nurture and drip campaign strategy and behavioral tracking and deeper segmentation capabilities.
  • Call #7 - Identify opportunities to implement progressive profiling and A/B testing on website/landing pages. Discuss personalization strategy.

Guided Implementation #3 - Transform
  • Call #1 - Develop your ABM Lite pilot strategy.
  • Call #2 - Review organizational transformative capabilities to determine your level of readiness. Review potential gaps and support growth. 
  • Call #3 - Strategize attribution model and data point collection (working session).
  • Call #4 - Deepen analysis capabilities by exploring APIs and deeper reporting capabilities.
  • Call #5 - Introduce multi-/ omnichannel strategy and cover advanced personalization strategy best practices.
  • Call #6 - Develop your strategic ABM pilot strategy.

Author

Julie Geller

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