From my perspective, there are three phases of Account-Based Marketing: Predictability, Discovery and Targeting. Getting started with ABM required us to focus on just one of the three. We have a small “tiger team” on ABM and need to prove out some success before we bite off the whole enchilada. Here’s why we decided to skip predictability and jump right into discovery.
First of all, some definitions:
Predictability: to Build Predictable, Repeatable Targets for ABM
- Use solutions like Salespredict (acquired by eBay) or Everstring that mine your closed-won and opps created to find more of the same, both within your database and from new leads.
Discovery: to Map Accounts with Deep Info on Targets / Prospects within Accounts.
- This includes solutions like Discover.org, Rainking… that help you map large accounts and find / target the right people in those accounts.
Target: Market to those accounts with personalized ads, personal emails, events & digital ad re-marketing…
- Use software from companies like Terminus and Demandbase that help you direct ads and content to the targets you determined are correct for you.
- Solutions like Real Time Personalization from Marketo help target those on your own site.
So why are we skipping the predictability (and to some degree even deep discovery) stage of this project? Because our company’s account reps have…
