Watch This Video Series to See Why More Than 2/3 of ABM Programs Do Not Deliver Significant Improvement in Revenue Performance.
ITSMA’s State of ABM report shows that less than 1/3 of ABM organizations are seeing significant business improvement. Tech Target studies also show that 66% of ABM programs are under-performing.
Yet previous research shows – and intuitively we all agree – that ABM works. So where is the breakdown occurring? In many cases, ABM programs are starting off on the wrong foot as leadership, CMOs and sales and marketing leaders are confusing ABM with targeted advertising, awareness and demand gen programs.
In this video series, we will cover:
- NHow leadership, sales and marketing teams misunderstand ABM
- NHow GTM teams are rushing into ABM without building the foundation
- NThe challenges sales and marketing teams have with intent data
- NThe challenges sales and marketing teams have with intent data
- NWhat’s wrong with how most B2B teams and ABM firms execute ABM
- NWhy team’s shouldn’t focus on pipeline KPIs and marketing sourced revenue
- N How You Can Get More ABM Content and an ABM Strategy Session
How ABM is Misunderstood by Most CEOs, CMOs and Sales & Marketing Teams…
How GTM teams are rushing into ABM without building the foundation
Many ABM teams and the firms they use are trying to retrofit ABM into existing processes, technologies and reporting. But as Kristina shares in the video to the right, if you retrofit ABM then you’re not changing sales, marketing and customer success motions, interactions and experiences, which means you’re just marketing and selling to accounts, You’re simply building a lead engine vs. a revenue engine.
How Most Teams Are Not Ready for ABM
The Challenges That Sales and Marketing Teams Have with Intent Data and ABM
GTM teams will need to ensure that every engagement is heard by receptive ears and that every interaction is valuable, targeted, and tailored. This is why 70% of B2B tech companies have made investments in intent data platforms like Bombora, Intentsify and others that Personal ABM partners with. It’s why these platforms have become an important piece in the ABM puzzle.
While sales and marketing teams have used intent data to focus and accelerate their prospecting efforts, many of these organizations still struggle to get the most out of their intent data investments. If the intent data is identifying in-market accounts, why aren’t all organizations using intent data for outbound efforts seeing huge jumps in responses? Why are at least 45% of organizations as reported by DemandScience challenged with converting intent leads to actual revenue? Why does DemandSciences study also show that 77% of organizations using intent data experience intent data anxiety and feel overwhelmed using intent data to capture high-intent, high quality accounts?
Making Sense of Intent Data and ABM
What’s Wrong with How GTM Teams Execute and Measure ABM
When ABM is still focused on “activities” vs. business and customer outcomes, you do not have a strategy that goes beyond a list of campaigns, tactics and cadences and you have not built a foundation, you cannot expect your ABM execution to fix revenue challenges. Below, are the issues that we find with how most GTM teams execute ABM.
Want to Get More ABM Content?
When you fill out the form to the right, you’ll get first access to our:
When you fill out the form below, you’ll get first access to our:
- NNew ABM Done Right Podcast Episodes
- NNew ABM articles, reports and tools
- NExclusive “Ask Me Anything ABM” sessions
- NLinkedIn Lives where you can ask questions directly to our experts
Plus, you can take advantage of the opportunity to get a free ABM strategy with Kristina or Eric.