Why ABM Should Be Supported—Not Driven—by Tech and Demand Gen

ITSMA reports that 66% of ABM programs underperform as they are driven by technology and demand-gen functions, preventing them from delivering significant revenue growth. Corrina Owens, Senior ABM Manager at Gong, suggests marketers should embrace a “less is more” approach, focusing on fewer accounts with hyper-personal attention. ABM should be a business strategy that focuses on win rates, deal sizes, and other revenue-generating metrics.

Marketing teams should go beyond building pipelines and using ABM to reach as many prospects as possible. They should ensure they are teaching differentiation with content and messaging that shows the impact that competitor-specific gaps would have on the target accounts, and changing interactions between Sales and Marketing teams. Relying on technology and demand-gen campaigns to put out content and messaging will not fix stage-progression challenges and long sales cycles.

Integrating the personal ABM approach with one-to-few and one-to-many programs from ABM platforms is a good way to go. Marketing teams should go beyond the box and use ABM to fix the revenue leaks in organizations, focusing on the interactions and experiences that need to be delivered for accounts to deliver the greatest revenue growth.