Over the past couple of years at Triblio, we’ve had the privilege of speaking to hundreds of modern marketers about Account based Marketing (ABM). We’ve learned a ton from these forward thinking marketers – many of whom number among our customers – and we’re grateful to have gained from their experience
However, we’ve also noticed that there are prevailing misconceptions about ABM that cause many to hesitate moving forward ahead with ABM projects. Here are three of the most common misconceptions about ABM –
- ABM is for million dollar opportunities. Interestingly, this is a misconception most commonly held by experienced ABM marketers. They remember the early days before the phrase “account based marketing” was popularized. I really respect these longtime practitioners because they have a lot of experience to share with their fellow marketers. However, their prevailing perception that ABM is reserved for a small handful (< 50?) ultra high value accounts is simply no longer accurate. Triblio represents just one example of a emerging wave of ABM tools that make ABM scalable to hundreds of accounts and the promise of doing 1:1 account targeting to a broad set of accounts is what makes ABM both exciting and promising.
- ABM is outbound only. There’s a popular understanding of ABM that defines it purely and primarily as outbound activity. This simply isn’t helpful. ABM has to encompass more than simply executing directed outbound campaigns because ignoring the inbound component will lead to unsatisfactory outcomes. For ABM to be successful, it needs to be about engaging relevant inbound traffic and directing that account engagement to specific outcomes.
- ABM is incompatible with your current demand gen. In our travels, we’re discovering that most marketers are concerned about how to integrate or blend-in ABM campaigns with their current demand gen funnel. Let’s face it, few marketers are willing or likely to abandon their leads-based marketing demand funnel for an account based approach. Marketers are looking for ways to get started with ABM without having to do so. At Triblio, we’ve worked with many customers using our platform who are effectively launching ABM as part of their existing demand creation strategy.
In coming weeks, we will be featuring ABM Sessions – a series of short webinars from our VP of customer success, Andrew Mahr. He will share specifics on how customers launch and optimize ABM campaigns. Stay tuned for more on that.
Until then, if you’re interested in learning more, check out our free ebook, Three ABM Misconceptions.