If you’re already planning for ABM, great! We’ve included some tips for how to best approach ABM in the second half of this post.
Is ABM Working?
A few years ago, ABM could have been dismissed as hype. However today, there is overwhelming agreement amongst B2B professionals that ABM makes a positive impact on sales.
Consider the State of ABM according to findings made by SiriusDecisions. In the last three years, the percentage of respondents who say ABM is important has hovered around 90% with an upward trend. 91% of respondents say that ABM has made a difference in the number of opportunities closed and the average deal size.
That’s why we see more and more ABM pilots expand into full-fledged programs. Take
ABM is no longer a new, niche concept for the avant-garde. It has a proven track record—and people put more budget into what works. Analysts at SiriusDecisions found that the percentage of budget allocated to ABM is growing. 18% of respondents in 2017 said that they were spending more than half of their budget on ABM, which is up from 8% in 2016.
How Should I Approach ABM?
Consider 3 Proven Models for ABM
Depending on each organization’s business objectives and the nature of their target accounts, we recommend three main ways to do ABM: large account ABM, named account ABM, and industry ABM.
Our clients have found success with each of these three models. Some focus on executing one model, while others do a combination of the three in sophisticated multi-tier ABM programs. You can read more about these three models along with campaign examples here.
Make ABM Work for Your Target Accounts
Of the three models, was there one or more models that resonated with you? Here are a few things to consider when evaluating your approach to ABM:
- Number of target accounts
- Average deal size for target accounts
- Target account health. Ask questions like: What percentage of target accounts
doessales touch annually? What’s their response rate to sales? How many of those who respond convert into opportunities? How many of these opportunities do you win?
Get Inspired by Practitioners Like You
If you’re feeling stuck, explore how other B2B organizations have succeeded with ABM. Get out there and talk to leading practitioners. See how they’ve built out their ABM programs, which vendors they use, and how they’ve impacted revenue. If you need a place to start, we’ve compiled four great case studies and video testimonials for you to reference: