ABM For Enterprise Demand Gen Marketers
Existing account-based marketing platforms have their roots in serving the needs of early-stage organizations. Why? Their needs are easier to solve and are within reach for an early-stage tech startup. These VC funded platforms face tremendous pressure to create short term revenue traction and the inevitable shift to prioritize short term decisions. This pressure results in the development of channel-based, narrow silos of activity we now know as the “ABM Platform.” While this is well suited for a startup to mid-tier company, where their primary challenge is to fill up an empty CRM, these capabilities do not support the enterprise organization.
The world of an enterprise-class marketer is vastly different from an early-stage startup or mid-tier marketing organization. You’re not just a scaled-up version of a smaller company. The challenge in realizing this is that your requirements are different from much of the current ABM “best practice” because that advice is offered by platform vendors who can only serve the needs of smaller companies. This e-brief will explore your operating environment and provide requirements that you should prioritize in your enterprise-class account-based marketing strategy.
Streaming, Real-Time Predictive Analytics for Marketers
The debate over ABM best practice struggles to make sense for sophisticated demand generation teams. Why? For organizations with a wealth of market experience, you already have sizable investments in lead generation, you have multichannel programs, scoring methodologies, and reporting, and adding a new and disconnected strategy and technology is more likely to confuse audiences, break measurement systems, and drive up the cost of acquisition. If you’re an enterprise-class marketing organization, adding a new silo of activity and measurement doesn’t make sense.
Take a step back and ask yourself… “what is it that I need from ABM?” If your sales team has a rational and mature selection of target accounts, how does the current advice around ABM account selection hit you? If you already send millions of emails and get thousands or hundreds of thousands of website visits, how does it make sense that you declare an account as “Marketing Qualified” simply because of website visits?
This report will explore the enterprise operating environment and provide guidelines to examine your strategy, select vendors, and orchestrate an enterprise-class account-based marketing strategy.