Where Does ABM Come From?
ABM—or my preferred label, ABX (X for Experience or Everything)—has been around for about a decade and seen strong adoption over the last 5 years. Most companies that have deployed ABM practices have enjoyed solid results.
ABM also gets marketing focus away from generating individual leads (MQLs) which have had a chequered reputation within sales organisations. It is a much more targeted process and therefore a much more cost effective way to engage prospects.
ABM to Reach Your Total Addressable Market
At any given point in time, only about 3% to 8% of your TAM is actually in market. That means that about 95% is not!
In recent years, marketers have struggled because:
- PLG strategies are no longer delivering sufficient lead volume
- Brand awareness campaigns aren’t designed to progress accounts through the funnel
- There is complete saturation of generic outbound channels
What Is ABM 2.0?
ABM 2.0 leverages many signals to better identify, understand, target, and prioritize audiences:
- Firmographics
- Technographics
- Industry segments
- Behavioral signals (Dynamic ICP markers)
By understanding buyer triggers like new executives, funding rounds, or new regulations, you can build highly targeted accounts with personalized messages.
What Can ABM Deliver?
- 2x Pipeline conversion rate
- 25% Improvement in deal velocity
- 45% Increase in marketing engaged bookings
Conclusion
Account-Based Experience is transforming the marketing landscape by prioritizing personalization and targeted engagement.
This article has been co-written by Alizée Varloud at MyDigipal and Bruce Eidsvik at TheRC.