ABM / ABX takes a village to succeed.
Do you have one?
All thought leader insight comes from senior level marketing thought leaders who have participated in Frost & Sullivan Brand & Demand closed-door Virtual Think Tanks.
THOUGHT LEADER Insight
Account Based Marketing (ABM) & Account Based Experience (ABX) have emerged as powerful strategies for B2B organizations looking to target accounts strategically.
Rather than casting a wide net, ABM focuses on personalized and targeted outreach to a select group of prospects while ABX focuses
on your existing accounts.
the right balance
INTRO
5
ABM / ABX Strategies to Drive Pipeline
1
From my engagement with sales, product marketing, marketing and operations in general, we’re becoming a bit more realistic in understanding what each team can provide and that we all own account based marketing together.
– Matt Tredinnick, Chief Marketing Officer, Mopeka
THOUGHT LEADER INSIGHT
Does Your ABM / ABX Strategy Also Focus on the Human Touch?
2
While ABM / ABX software can streamline many processes, it's crucial not to rely solely on technology, especially as AI continues to expand. ABM / ABX is as much about the human strategy as it is about the tools. Your software should complement that human strategy, not dictate it.
THOUGHT LEADER INSIGHT
It’s not just marketing. It’s the content. It’s the personalization. It’s communication. So, it’s merging conversation with the programs you’re driving.
– Andrea Katsivelis, Dir. Global GTM Strategy Lead, Microsoft
Does Your Reporting Help Drive Your Performance?
3
ABM / ABX success hinges on continuous measurement and optimization, but can also be the most difficult part of the process. Regularly tracking and analyzing the performance of your campaigns and adjusting your strategies accordingly is vital.
THOUGHT LEADER INSIGHT
I don’t want to have to go here to look at paid search and over here to look at social ads. So, if a software wants to define ABM, it needs to do so with a 360-degree visibility on reporting.
– John Macario, Head of Global Marketing,
Check Point Software
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4 B2B CONTENT STRATEGIES TO DRIVE DEMAND
Ensure your data is accurate and up to date. Invest in data cleansing and enrichment services to maintain high-quality information about
your target or client accounts.
DATA QUALITY
ABM / ABX is all about creating personalized experiences for your target or client accounts. Leverage your software to deliver tailored content and messages, but don't forget the human touch.
PERSONALIZATION
While manual outreach has its place, you should also explore automation to scale your efforts. This balance will help you maintain a personalized touch while reaching a broader audience for prospects. This can also apply for clients as well, as long as you're able to properly identify and speak to their pain points.
SCALABILITY
3 EVENT STRATEGIES TO IGNITE ROI
ABM / ABX is not a solo endeavor; it's a team sport. Successful campaigns require collaboration and alignment among various departments, including marketing, sales, and customer success. This collaborative effort ensures that everyone is on the same page when it comes to targeting, messaging, and engagement with key accounts.
Bring together marketing, sales, and customer success teams to define target accounts, goals, and strategies. For ABM, this will be specific to targeted prospects, but may also have the ability to be repurposed for ABX, engaging with current clients.
CROSS FUNCTIONAL ALIGNMENT
Ensure that all teams are communicating effectively and regularly sharing insights, feedback, and updates on account activities. For ABM, this will be analysis around how prospects are engaging, but also the same type of analysis can be used to view current clients.
CLEAR COMMUNICATION
Align the performance metrics and incentives across teams to create a unified focus on ABM / ABX success. Each party involved should have a clear understanding around goals and incentives and this makes the process go much smoother and amplify your ability to succeed.
SHARED GOALS
Develop key performance indicators (KPIs)
specific to your ABM / ABX goals. These might include engagement rates, pipeline velocity, or account penetration, retention and visibility.
CUSTOM kpIs
CLOSED LOOP FEEDBACK
Regularly share insights and feedback between marketing and sales teams to refine targeting
and messaging across both prospect and
client engagement.
ATTRIBUTION MODELING
Understand how each touchpoint contributes to the conversion process, allowing you to allocate resources effectively. This is also a huge piece of having the ability to test and adapt to change.
In ABM / ABX, success metrics often differ from traditional marketing key performance indicators. Instead of focusing solely on lead generation, conversion rates or retention, ABM / ABX metrics revolve around the quality of engagement with target accounts on both the prospect and client side.
Are Your ABM / ABX Metrics Fresh and New?
4
Measure how actively your target accounts and clients are engaging with your content and messaging. This way you can always adjust anything that isn't working or reinforce the tactics that are.
ACCOUNT ENGAGEMENT SCORING
Track how deep you are progressing within a target account's or client organization. Always be able to identify the number of people within an organization who've engaged with your content and which content is more or less effective.
ACCOUNT PENETRATION
Assess the long-term value of your ABM / ABX efforts by analyzing the revenue generated from targeted or client accounts. If the granularity of your reporting allows, dig deeper into the business unit lifetime value (BULV) as well, that way you can measure which business units perform best.
CUSTOMER LIFETIME VALUE (cltv)
In ABM / ABX, success metrics often differ from traditional marketing key performance indicators. Instead of focusing solely on lead generation, conversion rates or retention, ABM / ABX metrics revolve around the quality of engagement with target accounts on both the prospect and client side.
Are Your ABM / ABX Metrics Fresh and New?
4
THOUGHT LEADER INSIGHT
How do you show people the impact of ABM? How do you get them comfortable looking, not at leads, but an account profile? How many times have we touched the account, who in the account has been touched and what’s the level of engagement?
– Genefa Murphy, Chief Marketing Officer, Five9
The success of your ABM / ABX strategy depends on how well you define your target accounts. Creating the ideal target layout involves meticulous research and segmentation from both a prospect and client standpoint.
Is Your ABM / ABX Program Targeting Specific Accounts or Boiling the Ocean?
5
Develop a scoring system that ranks accounts based on their fit and potential value to your organization. This will help prioritize your efforts for
both prospects and clients.
ACCOUNT SCORING
Create detailed personas for key decision-makers within target accounts. Tailor your messaging to resonate with their specific pain points and needs.
PERSONA MAPPING
Stay informed about trends and challenges within your target accounts' industries. This knowledge will allow you to position your solutions effectively.
INDUSTRY INSIGHTS
THOUGHT LEADER INSIGHT
We also need to scale ABM to one-to-few and also one-to-many. That gives us grouping and scale in terms of outreach to major number of accounts to be engaged and also the appropriate personas to engage with.
– Jaydeep Deshpande, Head of Enterprise Marketing,
Google Cloud India