ABM isn’t new, it’s as old as direct marketing itself. However, the landscape has changed so dramatically, that the archaic physical methods of contact (sending brochures and picking up the phone) are long forgotten.
Sticking around with old hat methods will turn you into a ‘follower’, but what you need to be is an ‘innovator’. ABM is a snowballing transition, and innovation embraces new channels and technologies to keep up with it. Oddly enough, even though 92% of marketers recognise the importance of ABM in their marketing efforts, only 20% have a full program in place. Let’s dig into why.
Each company has its own reasons, but holistically, it boils down to a handful of reservations. Here are a couple of them:
- Legacy processes: Transition is a daunting thing, and many businesses looking at the short term effects may only see setbacks in adopting an ABM approach. But ABM will outgrow the old way of doing things as 52% of companies are piloting programs.
- Sales and marketing alignment: Different teams, different outlooks. Sales may be precious about their accounts and relationships, and the threat of change could cause some resistance in a full company transition. Aligning sales and marketing is key to creating a streamlined end to end customer experience.
There are other lingering issues which deter some companies from committing to the grand plan of an ABM journey for their customers, but using the ‘innovator’ approach should help you to overcome these.
ABM Guru says: Get a basic platform integrated into your processes and build around it, making tweaks from the inevitable mistakes you will make along the way. At the very least, it gets you off the starter blocks.