I don’t think it’d be a stretch to say that by now most B2B marketing teams have at least discussed implementing an account-based market strategy. ABM’s benefits of efficacy and efficiency have been touted by B2B marketing analysts, influencers and practitioners for several years.
However, as with everything in marketing, just because a specific marketing technology, strategy or “best practice” has gained a lot of attention, it doesn’t mean it’s right for every organization.
We created the below ABM Readiness Scorecard/Checklist to help your team determine whether ABM is right for your business.
Note: an effective ABM strategy doesn’t have to be all or nothing; some of the most successful demand generation teams apply account-based marketing campaigns to specific high-value accounts (whales), while sticking to the more traditional persona-targeting, lead volume model to attract a higher number of lower-value accounts.
Click Image Below to Download PDF (Ungated)
How The ABM Scorecard Works
Answer “Yes” or “No” for each of the 8 questions.
If your “Yes” totals greater than 5, account-based marketing is right for your organization.
If your “Yes” total is between 3 and 5, you may want to consider specific target-account campaigns, but not go “all in” on a holistic account-based marketing strategy.
If “Yes” to less than 3 questions, ABM is likely unnecessary for your business, or only applies to a very limited number of accounts.