In the past few years, Triblio has held a series of Lunch and Learns across the U.S. The original purpose of hosting Lunch and Learns was to introduce ABM to potential clients. However, in recent months, there has been a significant trend emerging. Instead of asking questions like “What is ABM?”, people want examples and to learn more about how ABM works in the real world. These are the two main points we learned from our Lunch and Learn Series:
- People are becoming more experienced with ABM.
We are noticing that more people have intermediate and advanced levels of experience with ABM. Some of the top cities are: Minneapolis 57%, DC 46%, and Chicago 44%. Similarly to Boston, 72% were beginners/exploratory in Q3 of 2017 and close to 58% were beginners in Q1 of 2018. Within a span of 4 months, the level of beginners dropped by 14%.
ABM has been becoming more popular among companies. Companies are driven to ABM due to the efficiency and technology. Through an alignment of sales and marketing, ABM eliminates dysfunctional cross- department relationships. And promotes business growth through quality, long-term relationships, and relevant conversations.
The proliferation of new technology and social channels has enabled a focus on targeted account lists. Due to hyper-segmentation and personalization, teams are able to target specific prospects with the right messages. Businesses have been more selective with target accounts, and therefore more confident about spending time, money, and effort trying to convert them due to lead scoring and predictive intelligence.
- The number one challenge for companies has shifted to accelerating pipeline.
In 2017, 56% of our attendees ranked capturing and converting leads as either their first or second choice of top challenges. However in 2018, only 34% of attendees ranked leads as their first or second choice. Instead, top marketing challenges in 2018 have become more account-based such as accelerating pipeline and increasing engagement in target accounts.
As more and more companies adopt ABM, their challenges will continue to shift. Pipeline acceleration is the strategy that an organization undertakes to increase the speed of accounts through the sales process. This has become the main focus for companies, as capturing and converting leads is the primary focus for beginners with ABM.
As our Lunch and Learn Series comes to an end, we are happy to introduce Real World ABM Tour. With the rapid growth of ABM use cases, it will soon become a marketing tactic everyone will use.