ABM Update: A Day in the Life of an Account Based Marketer, Day 188

Yes, it’s been a while. I could make excuses but…life just got in the way of my writing — but not of the ABM program at my company.

Where are we in the Account Based Marketing journey? A few stats from the last 187 days:

• 45 accounts in our pilot program, 9 Account Execs (AE), 3 Account Development Reps
• In 5 months, we’ve got 56% penetration into the accounts (1 or more meetings)
• Six accounts have had 5+ meetings
• We’ve got 4 companies in POC (proof of concept — the technical validation phase of the buyer journey)

So, where do we go now?

We’re turning the pilot to a full-fledged marketing division — each AE across the company getting support for 25 target accounts.

I’ll post more this week about how we got to where we are, and some deep dives on the tools we are using — Listenloop, Engagio, Linkedin and the way we’ve set up Salesforce for ABM.