• Articles
    • Topics
      • ABM Accounting
      • ABM Analysis
      • ABM By All Accounts
      • ABM By The Numbers
      • ABM In Action
      • ABM Measurement
      • ABM Messaging
      • ABM Segmentation Strategies
    • Sections
      • Featured
      • ABM In The News
      • First Hand Accounts
      • Targeting Tools
  • Videos
  • Issues
    • Volume 7
      • Volume 07, Issue 01 – July 2022
    • Volume 6
      • Volume 06, Issue 01 – August 2021
      • Volume 06, Issue 02 – January 2022
    • Volume 5
      • Volume 05, Issue 01 – January 2020
      • Volume 05, Issue 02 – March 2020
      • Volume 05, Issue 03 – July 2020
      • Volume 05, Issue 04 – October 2020
    • Volume 4
      • Volume 04, Issue 01 – March 2019
      • Volume 04, Issue 02 – June 2019
      • Volume 04, Special Issue 01 – August 2019
      • Volume 04, Special Issue 02 – October 2019
      • Volume 04, Issue 03 – December 2019
    • Volume 3
      • Volume 03, Issue 01 – March 2018
      • Volume 03, Issue 02 – June 2018
      • Volume 03, Issue 03 – September 2018
      • Volume 03, Issue 04 – December 2018
    • Volume 2
      • Volume 02, Issue 01 – February 2017
      • Volume 02, Issue 02 – April 2017
      • Volume 02, Issue 03 – June 2017
      • Volume 02, Issue 04 – October 2017
      • Volume 02, Issue 05 – December 2017
    • Volume 1
      • Volume 01, Issue 01 – June 2016
      • Volume 01, Issue 02 – July 2016
      • Volume 01, Issue 03 – September 2016
      • Volume 01, Issue 04 – October 2016
      • Volume 01, Issue 05 – November 2016
      • Volume 01, Issue 06 – December 2016
  • Resources
  • About
    • Advertise
    • Privacy Policy
  • Subscribe
  • COVID-19 Update
    Leading Account Based Marketing Magazine Leading Account Based Marketing Magazine Leading Account Based Marketing Magazine Leading Account Based Marketing Magazine
    • Articles
      • Topics
        • ABM Accounting
        • ABM Analysis
        • ABM By All Accounts
        • ABM By The Numbers
        • ABM In Action
        • ABM Measurement
        • ABM Messaging
        • ABM Segmentation Strategies
      • Sections
        • Featured
        • ABM In The News
        • First Hand Accounts
        • Targeting Tools
    • Videos
    • Issues
      • Volume 7
        • Volume 07, Issue 01 – July 2022
      • Volume 6
        • Volume 06, Issue 01 – August 2021
        • Volume 06, Issue 02 – January 2022
      • Volume 5
        • Volume 05, Issue 01 – January 2020
        • Volume 05, Issue 02 – March 2020
        • Volume 05, Issue 03 – July 2020
        • Volume 05, Issue 04 – October 2020
      • Volume 4
        • Volume 04, Issue 01 – March 2019
        • Volume 04, Issue 02 – June 2019
        • Volume 04, Special Issue 01 – August 2019
        • Volume 04, Special Issue 02 – October 2019
        • Volume 04, Issue 03 – December 2019
      • Volume 3
        • Volume 03, Issue 01 – March 2018
        • Volume 03, Issue 02 – June 2018
        • Volume 03, Issue 03 – September 2018
        • Volume 03, Issue 04 – December 2018
      • Volume 2
        • Volume 02, Issue 01 – February 2017
        • Volume 02, Issue 02 – April 2017
        • Volume 02, Issue 03 – June 2017
        • Volume 02, Issue 04 – October 2017
        • Volume 02, Issue 05 – December 2017
      • Volume 1
        • Volume 01, Issue 01 – June 2016
        • Volume 01, Issue 02 – July 2016
        • Volume 01, Issue 03 – September 2016
        • Volume 01, Issue 04 – October 2016
        • Volume 01, Issue 05 – November 2016
        • Volume 01, Issue 06 – December 2016
    • Resources
    • About
      • Advertise
      • Privacy Policy
    • Subscribe
    • COVID-19 Update

    The Reality Of ABM? It’s All About The Contacts

     The Reality Of ABM? It’s All About The Contacts
    By Contributing Author
     Posted April 12, 2018
     In First Hand Accounts
    The Reality Of ABM? It’s All About The Contacts2018-04-122018-04-12http://abminaction.com/wp-content/uploads/ABM_InAction_Logo_White_Orange.pngABM In Actionhttps://abminaction.com/wp-content/uploads/john-hurley_radius_headshot.jpg200px200px

    Written by John Hurley, Radius

    Smart practitioners know that, at its core, ABM is all about people. People still pick up phones, sign contracts and make decisions, so the ability to source high-quality contacts who can serve as decision makers and deal champions is key to a team’s success.

    What most don’t realize is that without accurate, updated contacts within targeted accounts, any other resources or work are null and void. Without the right contacts, you can’t make the sale. Shifting your company’s focus from a wide-range of leads to highly targeted individuals — each with their own tailored strategy — is why this method wins.

    The Great Contact Gap

    In just one hour, 521 business addresses will change, 872 telephone numbers will switch or disconnect, 1,504 URLs will be created or altered and 158 companies will modify their corporate structure. Even if you have the most finely tuned target account list, without the right tools to source and maintain contacts, teams run into issues of poor reach and low engagement. Consequently, sales teams’ productivity plummets as they spend their time on outdated leads and costs skyrocket to afford the ill-targeted digital ads.

    To combat this, cleaning, rebooting and maintaining your database can make a world of difference. In fact, according to a report conducted by Radius in partnership with Harvard Business Review, 74% of companies with advanced data strategies say they have a better market position than competitors. This means having access to source as many contacts as a marketer needs to find information on influencers, executives, uses and even gatekeepers to drive deals through the right individuals.

    Don’t Get Sucked Into Common Mistakes

    With all the hype and the incredible opportunities available, marketers are rapidly jumping on the chance to invest in ABM. But with the possibility of greater targeting and greater results, there are several traps to get caught in along the way.

    Cleaning Once

    Only 37% of companies say they have advanced data strategies. But these companies do a better job of attracting and retaining customers, earning a bigger share of customer wallet and generating more revenue than companies still struggling with data analytics, according to the Harvard report. With so many automated data cleansing solutions out there, it can be tough to choose the one that’s right for you. Traditional data providers can patch your problem, but not solve it all together. With these dated, single-use solutions, data quality can be low and become stale quickly — it’s not a long-term solution. Companies need an option that can develop and revive as quickly as their prospects do. Finding a solution to do this automatically allows marketers to stay nimble and continue conversations with prospects as they move.

    Single-Threaded Accounts

    Being single-threaded means you’ve only developed a relationship with one person at an organization and companies can waste thousands or even millions by putting all their eggs in one basket and focusing attention on a single individual who then may leave or back out of a deal. When people think of the person they want to target, they zero in on the decision makers. In reality, there are approximately six to nine stakeholders in enterprise deals. So, focusing on the one who might sign the contract at the end of the day limits your ability to fully seize an opportunity; there are multiple contacts that make up your buying group.

    Think bottoms up roles, such as the users and managers of your product, and tops down roles, including decision makers, influencers and ratifiers, the C-Suite, legal and board — both opportunities provide a way to reach a target account. By identifying multiple stakeholders, the money you put towards a company has more opportunities to convert sales, events and upselling.

    Batch And Blast

    Once you get your hands on contacts, mass emails and call blitzes seem like the first logical step. While these age-old tactics may build awareness, they won’t build the meaningful engagement you need to win deals. You need to reach your contacts where they are and how they communicate — on social media, professional networking sites and traditional media platforms — which means you need more than just their professional information, but their consumer information as well. In fact, according to SiriusDecisions, an omnichannel approach to engaging buyers can accelerate deals by up to 30%. But in order to connect with buyers where they find information, it’s critical to find them on their consumer channels. Without a single contact profile that contains both business and consumer contact information, marketers fall back on tired channels like email and phone. So, map the buyer journey, align content to stages and channels, and activate to allow your contacts to engage with you on their terms. By reaching leads where they are, marketers create a personal experience with the brand.

    The Opportunity

    As our industry moves in the direction of account-based marketing and companies put into place an ABM strategy, we enter a new realm where the contacts are king. According to ITSMA and the ABM Leadership Alliance’s 2017 ABM Benchmark Study, 87% of companies say ABM delivers higher ROI than other types of marketing. The value from developing a personal relationship with stakeholders at a company is irrefutable and it’s having an impact on all areas of companies and aligning sales and marketing teams on goals, objectives and campaigns that are all focused on individuals.

    Recommended Posts
    • Netline Releases Buyer-Level Intent Platform To Help Provide Consolidated Account-Level Views
      Netline Releases Buyer-Level Intent Platform To Help Provide Consolidated Account-Level Views
    • SalesboxAI Leverages First-Party Intent To Help Activate & Fully Manage ABM
      SalesboxAI Leverages First-Party Intent To Help Activate & Fully Manage ABM
    • Merging Lead & Account Funnels For A Unified View
      Merging Lead & Account Funnels For A Unified View

    Get ABM Content In Your Inbox

    Thanks!

    Check your inbox to verify your email address. Please make sure to add our email addresses to your safe senders list and address book:

    [email protected]
    [email protected]
    [email protected]

    Keep Reading
    ABM Accounting
    ABM Analysis
    ABM By All Accounts
    ABM By The Numbers
    ABM In Action
    ABM Measurement
    ABM Messaging
    ABM Segmentation Strategies
    Resources
    Videos
    Library
    Newsletter
    Advertise
    About Us
    Contact Us
    Privacy Policy
    Contact
    Email:
    info [at] ambinaction.com
    Phone:
    1.888.603.3626
    Address:
    777 Terrace Ave, Suite 202
    Hasbrouck Heights, NJ 07604
    Presented by Demand Gen Report
    Copyright © 2022. All Rights Reserved.
    Follow Us On
    • Facebook
    • Twitter
    • LinkedIn
    Emerald Logo
    © 2025 Emerald X, LLC. All Rights Reserved

    ABOUTCAREERSAUTHORIZED SERVICE PROVIDERSYour Privacy ChoicesTERMS OF USEPRIVACY POLICY