High Performance ABM Best Practices Guide

Introduction

While it is well resolved that Account-Based Marketing is a desired approach for todays’ B2B marketer what is less resolved is a grounded understanding as to exactly what the practice is and how to do it in a way that will maximize results. More than a catchy phrase, a new top ten list, or a check box to indicate a task complete, Account-Based Marketing is rooted in a solid foundation of marketing strategy.

82% of ABM programs fail to achieve measurable success. Why is that? How do these deployments differ from the ones that win?

Derived through proprietary primary research, this report is focused on helping marketers around the world plan and deploy the highest performing ABM programs available. To help marketers better understand the case for and best practice in account based marketing. To be armed with the knowledge to buck the trend of failure and tip the odds that they too will develop a high performance-ABM program.

Table of Contents

1. Executive Summary
2. So, what is ABM?
3. Why Does ABM Make Sense Today?
4. Tried and true is no longer true
5. ABM is not a “Check Box”
6. Prescription for high-performance ABM
7. Developing a new ABM Program
8. Transitioning from Low Maturity
9. Transitioning from Mid Maturity
10. Maximizing a High Maturity Program
11. About the ABM Consortium
12. About Demand Metric
13. About the Author: Mark Ogne

14. Additional Reading

Research Methodology

This 2015 High Performance ABM Capabilities Benchmark Study survey was administered online during the period of November 11 through December 4, 2015.  During this period, 568 responses were collected, 501 of which were qualified and complete enough for inclusion in the analysis.   Of this sample, 288 indicated they are using ABM, and their responses were the focus of the analysis.  Only valid or correlated findings are shared in this report.