By Eric Schaal
The trend has been undeniable in recent years. As more business-to-business marketers turned to account-based marketing, most said they saw better ROI.
Yet if ABM is indeed “the new black,” most organizations still need to learn how to wear it. Years of taking the lead-gen approach turned out to be more wasteful than many companies could handle, but that doesn’t mean the shift to ABM is ever easy.
Nonetheless, the challenge will be worth it for organizations that get it right. At LeadsCon Connect to Convert 2018, marketing experts will discuss how to overcome hurdles in the process and successfully implement ABM.
Movement Toward ABM
Marc Stewart, B2B supervisor at PMG, will be one of three presenters at Thursday’s “ABM is the New Black” session. He believes there are significant advantages for the organization that looks to shift toward ABM. “When sales, marketing, and content are all marching towards the same destination, you have a better chance at winning deals,” Stewart said.
Simone Van Cleve, senior demand gen manager at Puppet, will also present at the Connect to Convert session. Van Cleve highlighted the superior efficiency of ABM.
“Instead of playing the numbers game, hoping that high volume at the top of the funnel will trickle down to a few opportunities, an ABM strategy allows for a more targeted, thoughtful approach, resulting in higher conversion rates and more qualified leads,” she said.
Fara Hain, vice president of corporate marketing at Zerto, will join Stewart and Van Cleve as the third presenter at the session. Hain will describe some of the issues Zerto faced when implementing ABM tools.
Challenges in Implementation
As companies move toward ABM implementation, stakeholders will need to adopt new KPIs for more precise attribution and ROI. The focus on lead gen will shift toward deeper understanding of (and engagement with) clients.
Stewart described some of the difficulties organizations face on that front.
“I think the biggest hurdle is setting expectations for what your own team can achieve with ABM,” he said. “It might be a new skill set for your team, so either facilitating, training, or hiring a new person with that skill is going to be important, as they will be driving the initial strategy and determine partners to run media with.”
Likewise, Stewart emphasized how much execution matters.
“The process is making sure you have a plan in place for how you are going to reach your target accounts in the market, how you will segment them, and what happens to them once they are a lead in your system. Technology will be the driver for efficient use of your time with marketing automation, as well as your ability to understand what is working and what is not.”
It’s tempting to look at the ROI and immediately think your organization can try ABM. At LeadsCon Connect to Convert, you’ll hear directly from brands that already went through the process so you don’t make the same mistakes.