For B2B marketing leaders, the ABM strategy is top of mind. Even if you’re not currently implementing ABM as some portion of your total marketing initiatives, chances are you’ve spent some time thinking about it.
Switching to an ABM strategy can be daunting -- there are a lot of things that you need to think about and get right before you can start executing. Without a clear way to get started, it’s easy to be paralyzed. At the same time, if you don’t start moving, your competitors may be gaining an advantage.
Having gone through the shift ourselves (the majority of our marketing is now ABM), we know what it’s like. The move to ABM happened faster than we expected and it’s largely due to seeing good results fast. Others who have switched to ABM agree. Earlier this year, when we surveyed marketers doing ABM [link], nearly 80% said that they were already seeing success.
So today, we’re excited to announce that we published The CMO’s Guide to ABM Orchestration. It’s a 14-page guide intended to help marketing leaders either kickstart their ABM efforts, or help marketers who are already going through the shift make the transition more smoothly and effectively.
The first chapter covers whether ABM is actually a good strategy for you. Just because it has been effective for many companies, doesn’t necessarily mean it’s a smart strategy for your organization.
The next three chapters cover the three primary phases of ABM: how to plan, how to execute, and how to measure.
The chapter on planning ABM covers best practices for identifying and developing personas for ABM (if you haven’t done this already), as well as making ABM lists.
The chapter on execution features a framework we developed, The ABM Demand Orchestration Template, which covers a broad range of ABM initiatives, as well as who should carry them out, and where in the funnel. Essentially, it’s a blueprint for ABM execution.
And finally, the last chapter covers how to measure ABM. ABM measurement is different from demand generation measurement because you’ve already identified your universal list of accounts that you want to engage. It’s less about measuring things like lead volume and more about measuring account and contact engagement -- the depth, timing, frequency, etc. This chapter also covers the importance of predictive measurement in ABM.
Check out the full guide below: