The size, shape, and structure of your organisation is something you need to consider when embarking on ABM.
It’s not a one-size-fits-all undertaking. Making sure it will fit in with your requirements, and isn’t at odds with your organisation’s existing strategies and technologies, could be one of the best things you’ll do to improve your chances of ABM success.
Consider the following questions.
Do you have a small number of target customers with a high average order value? How complex is the sales process itself? Do you have a lot of data, and can genuinely valuable insights be drawn from it? Or do you just have a list of 1,000 targets you need to engage with but about whom you have a limited amount of additional information?
The answers to questions such as these will determine what kind of ABM activity you are going to be best suited to. At the risk of stating the obvious, there is a scale here and you need to be aware of where you sit on it, otherwise your attempts to adopt ABM may feel like banging square pegs into round holes.
But if you can learn more effective ways to parse your data, or how to use a persona-based approach to talk to your targets in a differentiated way, you can hit upon a flavour of ABM that is far more likely to give you what you need in the short-term while getting you into good habits around context, relevance, and personalisation.
Where’s your best ABM start point? Use the Enigma ABM incision scale to find out