Predictive ABM Watch

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ABM Is a Unicorn, Sort Of

Unless you're a marketer that's been living under a rock, you probably have seen/read the stats in the "2017 State of ABM Study Findings" published by Sirius Decisions and/or heard that Account Based Marketing (ABM) is the answer to all your revenue problems.

For example:

  • 60 percent of survey respondents report that influence revenue is great or significantly greater than last year as a result of ABM …
  • 35 percent of survey respondents said that overall engagement in ABM accounts is up …
  • And so on...

So, it must be true: ABM is the panacea. If you believe that then I can show you a unicorn. Don't get me wrong, I'm not saying that ABM is a myth or that it doesn't work -- what I am saying is that there's a disconnect in what's promised by ABM and what actually gets delivered.

Let's take a step back for a second: Sales has been doing Account Based Selling since the dawn of time.  While ABM aligns marketing strategy with sales, the connective link at the end of the day is leads. It's about knowing who to call, when to call, and what to talk about. It's great that there are tons of tools out there capturing signals and providing insight, but at the end of the day, who is Sales going to call?

Imagine the following sales and marketing conversation:

Marketing: Our ABM program will provide great insight and tell you what accounts are hot.

Sales: Thanks, who do I call?

Marketing: Our intelligence solution will tell you what buying signals are coming from the accounts and tell you which accounts you should focus on.

Sales: Thanks, who do I call?

Marketing: … crickets …
The point is that ABM itself doesn't solve the revenue problem. Too often, organizations are lost in the sea of marketing data and lose perspective of high-quality leads that should be the essence of an ABM program.

Every myth is based on the kernel of truth. This where Prophyts comes in. Make no mistake about it.  Prophyts is a sales-ready lead-generation program. What makes it unique is the automation behind the scenes that removes the complexity and maps it back to an ABM strategy.

Here's how it works: Prophyts predicts the accounts that are looking to buy based on a product category and combines a campaign execution program against the predicted account, resulting in a lead that has engaged on specific assets from the prediction. In other words, marketing now has a lead from an account that is looking to buy and has engaged on a specific asset, answering the question … this is who you need to call. So if you're looking to be a hero and solve your company's revenue problem, look no further than the Prophyts Sales Ready Leads program. And unicorns might be real.

Posted by Eric Choi on 03/12/2019 at 9:46 AM