The term account-based marketing (ABM) seems to be popping up everywhere. In the past 12 months, it generated enough global search traffic to warrant its first appearance on Google Trends.
That’s because the promise of ABM is compelling. As marketing functions are increasingly challenged to do more with less, fill the pipeline with quality leads (vs. quantity) and accelerate existing pipeline deals, b-to-b marketers are exploring how an ABM approach can help (thus driving the popularity of the search term).
While ABM can help produce the aforementioned benefits, you can’t just “flip the switch” and begin doing ABM. Among other things, building a successful ABM practice requires proper planning, alignment, communication and a substantive change in mindset.
To that end, here are the five most critical requirements for successfully adopting an ABM approach:
Customers and opportunities are not all created equal. It’s essential to allocate your resources to engage those most critical to your business in an appropriate manner. A cohesive, unified approach measured accurately can provide a competitive advantage – and ABM can help you get there.
Matt Senatore is Service Director, Account-Based Marketing, at SiriusDecisions. Throughout his career, Matt has focused on how organizations can build, grow and foster deeper, more meaningful relationships with their customers – improving top-line and bottom-line results while improving the customer experience. Follow Matt on Twitter @mattsenatore.