ABM Analytics: Is ABM worth your effort?
Elements of the ABM Analytics Stage:
1. ABM "Goodness of Fit": Account-Based Marketing requires a significant investment against a relatively small set of accounts believed to be "in-market" for what you provide, and ready to start a buying cycle. "Goodness of Fit" provided unbiased parameters to help determine if the tactic is appropriate for your markets.
2. Prospect Persona Analysis: in order for Account-Based Marketing to be effective, programs must consider ALL of the relevant decision-makers, influencers and even detractors in the process. Your organization needs to determine who will engage each of these relevant people and in what stage. Marketing must enable the Go-to-Market team with assets in the buyers' preferred formats, including content and tools to neutralize the objections of the detractors.
3. Buyer Journey Analysis: Deals that are well suited for Account-Based Marketing usually take months to complete, and sometimes years. Your organization will have Sales stages in your CRM that may or may not match the expectation of your Buyers. The Buyer Journey Analysis maps common stages and gates modeled from your most successful wins, and aligns your people, your tactics, and your insights to deals as they progress.
4. Account Identification and Selection: Not surprisingly, account identification starts with your ICP (Ideal Customer Profile), which must have sufficient TAM (Total Addressable Market) to even be considered a viable market segment for your business. But only 1%-2% of those prospective customers may be in-market for what you provide at any given time. So much Marketing and SDR budget is wasted on prospects that will not engage because they simply don't have a need concurrently with your marketing efforts.
Effective ABM ensures that your broadest target audience is aware of your business and what you do (passive marketing), so that one day when someone wakes up and says, "today is the day I need to make a change", you can see that clearly in their intent signals, you know who in the organization is involved in the evaluation process, and you can then target your resources at the right set of accounts.
