Recently, I was speaking with an enterprise customer about their marketing program priorities for the following year. At the top of the list was account-based marketing (ABM). When I asked why they decided on ABM their response was “everybody is doing it now”. When asked who was selecting the target accounts for the ABM project, they responded “the sales guys.”
Whoops! Really? Typically, sales teams are looking for marketing’s help because they need more and better accounts. So you’re going to the sales guys to select the target accounts for your top program of 2016? Bad idea! Time to think again.
ABM is smoking hot. Everybody’s talking about it. Many companies are starting with ABM programs. My own team at Mintigo launched an ABM program in January and the initial results are phenomenal so far.
However, very few companies are actually doing ABM well. Where do successful ABM programs begin?
We believe that the place to start with ABM is with predictive analytics to discover your target accounts. By using data to select the target accounts, marketing and sales can break the cycle of guess work and “conventional wisdom” and instead embrace facts and science to aid ABM targeting and decision making.
How does predictive analytics work and what can it do to serve as the strategic on-ramp to ABM for your organization?
- It’s data-driven. Predictive analytics uses data to determine the best prospect accounts for your ABM program. There is no guessing which accounts will be the best to target.
- Optimizes buyer’s journey. By identifying the optimal buyer journey, predictive analytics suggests the best content and identifies the best channel through which to engage the customer.
- Better results. With more robust segments and better targeting, your program is optimized to improve your return on marketing investment, find buyers faster and keep your sales teams happy—closing more deals.
The fact that everyone is doing ABM does not mean that everybody is doing it right. Predictive analytics improves the performance of ABM by leveraging data, optimizing the buyer’s journey and providing better results. Now is the time for ABM done right.