KICK-START ACCOUNT-BASED MARKETING: 11 Tips from the Experts

Tips to help you improve your account-based marketing roadmap

You’ve likely heard of account-based marketing (ABM).

Maybe you even have a pilot program.

Are you sure you’re supporting your program with the right resources to measure success?

90% of B2B marketers know ABM is a key growth driver,

but the market’s biggest roadblock is access to relevant data.

(Source: Avention)

What goals help ABM prove its worth – and how can companies reach them?

We asked the ABM experts:

The experts:

• Jeff Sands, ITSMA vice president and ABM practice co-lead

• Hank Weghorst, Avention CTO • Craig Elias, SHiFT Selling founder • Steve Woods, Nudge CTO and

Eloqua co-founder • Jon Miller, Engagio CEO and

Marketo co-founder

Following are 11 insights – and 5 top takeaways – to help every company

craft an ABM roadmap, execute plans and measure ROI.

Takeaway No. 1: aBM is evolviNg, aNd iTs poTeNTial is Nearly eNdless.

The need to scale has led to the emergence of three types of ABM: strategic ABM, ABM-light and programmatic ABM.

– Jeff Sands

Takeaway No. 2: you’ll Need sTroNg relaTioNships To wiN aBM.

It’s important to build relationships with people – they might buy from you later.

– Craig Ellias

If you are going to do ABM well, you need to take relationships seriously.

– Steve Woods

The world of relationships often extends beyond the walls of your team. Leveraging that extended team becomes critical.

– Steve Woods

Takeaway No. 3: access – and engage with – sTraTegic accouNTs.

A more engaged account will more likely buy and become an advocate.

– Jon Miller

Create strategic relationships before you need them.

– Steve Woods

IntheABMworld,weflipthatfunnelaround,andstartoff by trying to understand and discover the companies whoshouldbecustomersfirst.It’s the foundation of the process. If you don’t select the account correctly, your engagement at the end will suffer.

– Hank Weghorst

Takeaway No. 4: Measure your progress – aNd kNow ThaT eveN The pros are sTill learNiNg.

You need to decide if you will either prioritize existing accountsbasedonprofilecharacteristics, or use profile characteristics and obtain matching accounts from the world’s known company universe.

– Hank Weghorst

What we really need with ABM is a way to measure the quality and depth of our relationships.

– Jon Miller

Takeaway No. 5: To TurN These Tips iNTo acTioNs, work wiTh a parTNer you TrusT.

There are hundreds of questions that you should be able to ask about your own market. The only way you can do this is with a partner who knows how to answer your questions.

– Hank Weghorst

The experTs agree – a successful aBM sTraTegy requires 3 esseNTial eleMeNTs.

1. High-quality data

2. Strategic account relationships

3. Benchmarks to measure progress

To start optimizing your ABM program, learn how to access the data it deserves.

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