There’s plenty of good, reinforcing information in this article about the power of ABM. We particularly liked these quotes from ABM leaders and practitioners. This is very much on the same strategic themes we emphasize, and the services we provide our clients who are planning to implement or improving their implementation of ABM:
Why Account Level Marketing?
At the Forbes CMO Summit, Matlock shared her experience evolving how ABM was measured. “Getting insights on an account level vs. an individual level was a huge paradigm shift. Thinking about Coca Cola as a holistic account as opposed to ‘I have a lead and I’m tracking this one individual through a buying journey’ when the buying journey is made up of tens of individual and an account is made up of many leads – Getting the mentality that I want to look at the health of an account. I want to look at the pulse of what is going on in the account. I want to look at trends and how they are engaging with our marketing activity. The solution is quality of the engagement of the customer. Measuring this at scale is the trick. With many stakeholders in the account tracking interactions across marketing and sales systems is the golden thread.
Why is Sales and Marketing Alignment So Important?
According to Jaime Punishill, CMO of Lionbridge, “Sales and Marketing have historically been separate functions with separate goals and KPIs. But seen through the eyes of the customer there is only one customer journey and one aggregated setoff interactions they have with a firm. For ABM to work, marketing and sales will need a common economic purpose and financial incentive if they are going to collaborate around a common customer journey.”
https://www.forbes.com/sites/forbesinsights/2019/12/10/proving-the-financial-contribution-of-account-based-marketing-to-the-business/?ss=leadership-strategy#784d5c5577df
