Flavor of the month or not, three little words are on the tip of every B2B marketer’s tongue right now. Account-based marketing. You’re either living and breathing it or you’re explaining how you’re going to launch it to your CMO… whether it makes sense for your product or not. David Cain and Heidi Bullock at Marketo had a great webinar on the topic today that mapped out both the high level case for it as well as some really helpful tactical tips on how to roll it out for your business.
One of the things that really stuck with me was the “Why now?” for the focus on ABM. Essentially, technology has caught up so the cost (both in time and money) to execute ABM campaigns has come down enough that companies are seeing positive ROI on the tactic. An Altera Group study mentioned in the presentation said 97% of respondents said ABM had a somewhat higher or much higher ROI than other marketing initiatives.
So you’re ready to get started. The first step mentioned on the webinar was identifying high value accounts. Rather than just polling your sales team, companies are now taking a much more scientific approach to this step. Before you worry about mapping out beautifully coordinated and personalized campaign efforts you have to make sure you’re going after the accounts that are worth the effort. The webinar mentioned two types of tools for this, Account Data tools and Account Scoring tools:
The interesting thing is Leadspace bridges these categories as our platform does both. This is by design as we believe to get predictive scoring right you have to have the best and most meaningful data out there about these companies and people. Past that, with great data you can not only map out these accounts (Step #2 mentioned) but you have the accurate contact information for all the individual people you want to reach. Then you can dig into the fun stuff.
In the next blog post we’ll dive into the dirty secret of ABM… hint, it’s about this.