Report: 2021 State Of ABM
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
While there’s no shortage of best practice claims for ABM, there’s plenty of certainty surrounding its success. Demand Gen Report’s 2020 ABM Benchmark Survey found that marketers who utilize ABM strategies have seen positive trends and results when using or reinventing their ABM strategies. Seventy three percent of respondents indicated that ABM has greatly exceeded their expectations, pointing to efficient use of marketing sources (53%), a clearer path to ROI (37%) and more trustworthy results (36%) as some of the major payoffs they’ve seen.
However, despite visible success, research shows that many companies are still hindered by a lack of internal resources, poor sales/marketing alignment, difficulty developing target account personas and identifying the accounts that are likely to purchase.
This report will address those challenges, provide actionable solutions and discuss:
- How marketers are blending traditional demand gen strategies with an account-based approach;
- How a Fortune 500 company saw 94% engagement increase with intent-driven ABM;
- Methods to increase engagement with target accounts;
- Best practices, missteps and a future look at ABM;
- The advantages and limitations presented by intent data;
- The six steps organizations can take to connect ABM to the buyer experience; and
- How to personalize ABM functions at-scale