It’s no secret—account-based marketing (ABM) provides demand generation and revenue operations leaders with a proven, scalable way to maximize efficiency with fewer resources.
In fact, SiriusDecisions found 91 percent of marketers using ABM indicated a larger deal size, and 30 percent reported a greater than 100 percent engagement increase with their C-level targets. A similar report from FlipMyFunnel found companies using ABM generate 200 percent more revenue from their marketing efforts compared to those that don’t.
But ABM is not a magic pill. Planning a winning strategy can feel overwhelming and introduce a flood of questions:
What accounts should we be targeting? What titles at those accounts? Should we use a 1:1 or a 1:many approach? What methods will be most effective in our post-COVID future?
CMO Advisor Alon Waks sat down with ZoomInfo Vice President of Demand Generation DeAnn Poe, Vidyard Vice President of Marketing Tyler Lessard, and Sendoso Director of Customer Lifecycle Marketing Zack Alspaugh, for a live panel discussion around initiating quick, high-value wins with ABM.
Keep reading to learn more about:
- Creating the right ideal customer profiles (ICPs) for your program
- Adapting your ICP during the coronavirus pandemic
- Managing expectations and tracking success
- Defining tactics that work
