Will it be a Successful ABM Campaign or Just a Long Fishing Trip?
It has been well documented that account-based marketing (ABM) provides compelling revenue and ROI. In fact, in many surveys, seasoned ABM practitioners often say thatABM produces the best return of any marketing strategy or initiative. Unfortunately, it can take months to set up, run, and see results from an account-based marketing campaign. All of that takes budget. So how do you justify and validate budget spend during a long campaign?
Engagement.
It has been said that marketing is similar to commercial fishing. You can look at the demand generation process as being similar to fishing with nets. It’s a volume play. Get the fish on board and then sort them out. Some say that ABM is similar to fishing with a spear. You are going after fewer, larger fish. More specifically, I see it as fishing for Bluefin Tuna with a harpoon. You are miles offshore standing on the pulpit of your yacht scanning the ocean for the big ones. You have invested a significant amount of time and money to land these fish. How do you better your chances of quicker and better engagement?
“80% of marketers measuring ROI say that ABM outperforms other marketing investments” -ITSMA
