to determine if your company is ready for ABM?

ABM is a strategy that most B2B companies use. They know their most valuable customers and give them extra attention. How do they track that? Do they use a CRM system? Perhaps in spreadsheets that are shared.

The question of whether ABM is worth the investment, given the high cost of ABM software, will arise at some point.

ABM: Benefits of ABM

Automation of ABM data, analytics campaigns, and workflow processes can have many benefits.

• Better alignment between sales and marketing A successful ABM requires that marketing and sales work together to identify the key accounts to be targeted. It is important to agree on the definition of key accounts, and coordinate campaigns and outreach.
• Shortened B2B sales cycle. Sales cycles in B2B are notoriously slow. ABM can help solve this issue by getting the right messages to key decision makers at target accounts. ABM leads to faster pipeline movement.
• Marketing ROI increased. According to ITSMA, 72 percent of marketers claim that ABM has a “somewhat greater return” than other marketing efforts. ABM efforts are focused on increasing revenue and pipeline from companies that have a tendency to purchase more frequently.
• Increased revenue and account value. According to research done for the ABM Leadership Alliance, companies that implement ABM see a two-fold increase in their annual contract value. The benefits are not only for enterprise-level businesses.
• Improved customer experiences. ABM doesn’t just focus on acquiring new accounts. It’s also about growing and retaining target accounts by implementing cross-sell, advocacy, and upsell programs. ABM delivers a more personalized customer experience across all channels.

It sounds good, but is your business ready for it? Is your business prepared?

Is ABM a solution we need?

In order to determine whether your company requires an ABM solution, you will need to take the same steps as when adopting any new software, such as a thorough self-assessment, which includes evaluating your business needs, your staff’s capabilities, your management support, and your financial resources.

Which of the following would you answer affirmatively?

1. Do we have a clear vision of our ABM objectives?
2. Can marketing and sales work together to identify target accounts?
3. Does the C-suite support our efforts?
4. Can we invest in training for our employees?
5. Do we have a system for measuring, tracking and reporting results and KPIs?

The solution should also be clearly owned by the team (or combination of teams).

Download our new a href=”https://downloads.digitalmarketingdepot.com/MIR_2107_ABMToolsRp_landingpage_dmdhome.html?utm_source=sel&utm_medium=textlink&utm_campaign=whitepapers”>ABM MarTech Intelligence Report/a> (registration required). Download our new ABM MarTech Intelligence Report to learn more about the meaning of these questions and profiles of ABM vendors.

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