Produced specifically for marketers, marketing leaders and businesses in the early stages of ABM planning or adoption, the report brings together:
- A 30-page expert, practical, step-by-step guide to the 5 core elements of effective ABM delivery
- The 2018 B2B Marketing ABM census results – our bellweather census of more than 300 B2B marketers
- The ABM competency model V 2.0 – our industry-standard index of 5 stages of ABM competence
Includes the full 2018 B2B Marketing ABM census – our latest survery of more than 300 B2B marketers
Now you can benchmark your ABM capabilities, approaches and challenges against your peers and the B2B sector as a whole, with this very latest ABM research report.
You’ll get all the key results of this survey, including:
✓ Which of the 3 types of ABM is hands-down the most chosen method
✓ The primary driver for which most marketers are using ABM
✓ The single biggest ABM challenge B2B marketers face
✓ The tech most marketers are using for their ABM
The ABM competency model V 2.0
Crucially, this unique model allows you to understand the 5 different stages of ABM maturity and competency, and:
- Assess your current inhouse skills against what you’ll need
- Compare your ABM capabilities with those of your peers
- Determine your steps to take you to the next ABM stage
Understand and plan for the 5 core elements of effective ABM delivery
Download your copy of this Early Stage ABM Report for our 30-page guide to acheiving success in the 5 core elements of ABM delivery.
This section provides expert tips, a detailed framework and step-by-step processes for:
✓ Stakeholder alignment
✓ Account definition and selection
✓ Data and insight
✓ Getting your tech right
✓ Content and programme delivery
PLUS – you’ll get real-world ABM inspiration from 2 best-in-class ABM pilot case studies:
- How Genesys and MOI drove a 400% increase on pipeline through ABM
- How Maersk and Ekino generated a 40% increase in KPI engagement through their ABM pilot
“People go to ABM mostly because their existing demand generation process isn’t working very well. They’re spending a shed load on it and not getting results”
Contents
1 – Introduction
2 – Executive summary
3 – Section 1: An outline of the report
4 – Section 2: The 2018 ABM census: B2B Marketing’s survey results
5 – Section 3: The ABM Competency Model
6 – Case study: The anatomy of an ABM campaign (Genesys and MOI)
7 – Section 5: Alignment
8 – Section 6: Account definition
9 – Section 7: Data & insight
10 – Section 8: Technology
11 – Section 9: Content and programme execution
12 – Case study: The social ABM pilot (Maersk and Ekino)
13 – Key takeaways
