I got into an interesting discussion recently with Dan Steinman of Gainsight. We’d met up after I’d seen him talk at an event about the power of Customer Success and its crucial role in the successful growth of subscription businesses. Turns out we share a lot of common ground.
In the B2B world, aligning sales and marketing has been a challenge going back decades. If you believe the stereotype, it’s because marketing is the colouring-in department and sales are know-it-alls who don’t listen. Regardless, the underlying problem is that too many companies build marketing and sales in silos, while the top performing companies have them working closely together.
The rise of B2B marketing automation has required the two groups to work closely together with mixed success. The increasing adoption has also meant the ability to stand out from your competition by using MA techniques is diminishing. However, the increasing efficiencies being brought to account-based marketing (ABM) strategies is allowing B2B marketers to cut through the noise and stand out.
Continue reading here on B2B Marketing Magazine.
When it comes to account based marketing, its definition in recent years has become grey. New techniques have transformed it from a strategy used by the few for the largest prospects, to the many for a much larger group of prospects.
Most of the statistics out there come from the traditional definition of account based marketing rather than its newer scaled up cousin. I have therefore separated out stats specifically related to this Scaled Account Based Marketing (ABM) approach.
With more stats still coming in, we will continuously update this page.
(Last updated: September 2017).
You are welcome to use any of the stats from these pages, we would appreciate a link back.
I was excited to attend, last month, the first London Account Based Marketing Meetup, organised by DemandBase. Quite apart from the sunshine, beer and pizzas they were kind enough to lay on, there was a vibrant discussion amongst the (mostly agency) attendees of experiences in developing and implementing ABM strategies.
One area I found especially interesting was the discussion about which metrics matter when measuring the effectiveness of an ABM approach. I like DemandBase’s line that we need to move away from dependence on what they pithily describe as ‘vanity metrics’.
Back in the 1990s, London creative agency megastars, Bartle Bogle Hegarty (BBH) had a reputation for refusing to take part in creative pitches. Instead they focused on research and strategic planning to refine the brief, allowing the agency to create more focused work. Founder John Hegarty was relaxed about this: “Those who don’t want what we offer won’t come to us,” he said.
Account Based Marketing (ABM) is nothing new — it has been talked about since the early nineties. So why has it become the hot topic in B2B marketing now?
Account Based Marketing is the idea that you selectively target the accounts you want to talk to rather than the best practice approach today of driving as many people as possible to your content/website and placing them in a funnel watching for them to show any signs of a buying signal. As soon as they do, they get fired across to the sales team.