Account-Based Marketing

It’s been two years since we first evaluated the account-based marketing (ABM) platform market — and a LOT has changed. My just-published “The Forrester New Wave™: ABM Platforms, Q2 2020” report shows that at the landscape level, numerous vendors moved out of or into this space. But it’s also true that 10 of the vendors […]

• SiriusDecisions’ 2019 study on the state of account-based marketing (ABM) reveals typical ABM budgets in dollars, including variations between pilots and mature programs
• The study provides quantitative data on the impact of ABM including ROI, impact on deal size and improvement in win rates
• We’ll release detailed results in an upcoming webinar and present further analysis of what makes high performers stand out at SiriusDecisions 2019 Summit

• Read our year-end roundup to get caught up on the most important SiriusDecisions insights you might have missed!
• In 2018, account-based marketing, privacy regulations, digital transformation and other hot topics captured B2B leaders’ attention
• Implementing marketing campaigns and enhancing sales intelligence were also top of mind, reflecting industry trends

• Financial services marketers are adopting account-based marketing (ABM) at a faster rate than other industries, with more than 40 percent of companies in the industry planning to add ABM headcount
  
• The language and taxonomy of ABM has yet to standardize – and it goes by multiple names, which can present challenges
  
• ABM is helping break down siloes that have traditionally existed between sales and marketing in the industry – but this requires strong executive sponsorship from sales

• A B2B organization’s sales and marketing teams must collaborate to ensure an aligned demand management process
• Matt Senatore and Barbara Rubis presented “Aligning Account-Based Marketing and Sales Technology Using the Demand Unit Waterfall™” at this year’s TechX in New Orleans
• Sales and marketing should select technology according to their business requirements for operationalizing the Demand Unit Waterfall

• Marketing and sales are not always aligned on what demand marketing success looks like
• The Demand Unit Waterfall provides a process and measurement framework to better align the B2B revenue engine
• Marketing and sales technologies play a crucial role in helping operationalize the Demand Unit Waterfall

• Account-based marketing (ABM) has continued to increase in popularity and adoption within B2B organizations
• Myriad technologies exist in the marketplace, all claiming to help organizations with their ABM
• Marketers need to map their technologies to the business requirements for ABM priorities to drive effectiveness

• When designing a comprehensive account-based marketing (ABM) strategy, it is a key requirement to deliver advertising assets to audiences in specific accounts with custom messaging
• Account-based digital display advertising allows marketers to generate higher clickthrough rates, web engagement and pipeline
• Best practices for account-based digital advertising focus on areas such as piloting, testing and personalization

• The number of B2B tech categories causes a lot of confusion and misuse today
• Organizations must find a new way to approach the building and management of their tech stack
• SiriusDecisions 2018 Technology Exchange will highlight three key takeaways for organizations

• Effective account-based marketing (ABM) design and deployment relies on high-quality, consistent account and contact data
• GDPR places new restrictions and requirements on account-based marketers
• Understanding the implications of privacy regulations can help the ABM team improve its effectiveness

• Account-based marketing (ABM) requires marketers to demonstrate contributions of marketing in new ways
• Effective ABM dashboards highlight metrics that matter at the account and program levels
• The most effective organizations develop ABM reports to match the needs of different reporting audiences

• A target of account-based marketing (ABM) programs for years, financial services companies are now pursuing ABM strategies to unlock key growth accounts
• Sales and marketing are finding that it pays to partner on key accounts to help acquire and grow them
• The availability of new technologies that make it easier to collect insights and personalize marketing tactics are helping fuel this growth

• Far too many B2B organizations try to jump on the account-based marketing (ABM) bandwagon because of FOMO – fear of missing out
• Before flipping the switch on an ABM program, organizations must assess their ABM readiness by considering a set of critical success factors
• Ensuring that the organization’s marketing, sales and leadership teams; infrastructure; and resources are prepared to implement ABM is key to a sound ABM strategy

Top B2B marketing leaders think carefully and thoroughly about which markets represent the best fit for their offerings. Account-based marketing (ABM) is the most recent embodiment of this practice – what is generally called go-to-market strategy. Old timers (like me!) hear the ABM hoopla and think “wasn’t this called major* account management 10 years ago?” […]

• Account-based marketing (ABM) can deliver significant benefits in pipeline, revenue alignment and more – but developing the right approach is critical
• Learn more about ABM and create or improve your organization’s own ABM strategy with SiriusDecisions research
• Organizations should consider ABM as part of an overall comprehensive marketing strategy and ensure alignment with sales, product and other teams

• All account-based marketing (ABM) programs ­– whether best-in-class or just getting started – need an occasional bit of maintenance
• Take your ABM programs up a notch by asking some essential questions
• Annual ABM spring cleaning includes an evaluation of goals, alignment, account selections, tactics and results

• Successful ABM requires tight alignment between sales and marketing
• Only 36 percent of companies that leverage ABM report tight alignment between sales and marketing
• Sales and marketing must incorporate a cross-functional learning approach to achieve the alignment required for ABM

• As account-based marketing (ABM) continues to evolve, leaders must have the foresight to adapt their programs
• B2B organizations must prioritize five key needs when adopting, operationalizing and optimizing ABM
• Focusing on these five priorities ensures not only successful results for the ABM program, but also success for ABM overall

• The interest in intent (prospect behavioral) data is surging in the B2B market
• There are many types of behavioral data – truly understanding a prospect’s intentions may require more than one
• Intent data is the evidence of interest, and the more evidence marketers compile, the stronger the case for following up