WHAT’s Covered Leveraging research and commentary from industry analysts, ZoomInfo has identified 3 mistakes organizations make while executing an ABM program. Read on to learn how to avoid the following critical errors associated with ABM strategies: 1 2 3 Poor account selection processes Inadequate contact inventory within universe Wasteful technology & services spending 1 Poor account selection processes An ABM program’s success depends on the quality of the Account selection starts with goals & ends with data-driven decisions. Both sales and marketing leadership must also serve as a reputable customer that be in agreement over the firmographic helps establish your solution in the space. benchmarks that constitute entry into your account universe. How you go about More market share: You’re already establishing this rubric depends on the a key player in the space. However, even overall goals. Common objectives include: though your product/service has distinct advantages over competitors, they still have Product fit: Accounts that have a customers your organization covets. business need or dependency that matches your solution’s value proposition. Because the program will allow sales and marketing Once the goals of the program are to test messaging, ABM is a perfect avenue established, you must use data to drive to use as a go-to-market strategy. account selection. Tom Scearce, an account universe. But far too often, analyst from TOPO, a sales and marketing organizations overlook or rush Vertical entrance: It’s never easy advisory firm, explains: “It starts with through the selection process. entering a new vertical. You have to having complete data on the key target understand the space’s unique problems accounts. Account intelligence shared across and communicate your value using the multiple organizations informs account industry’s language. ABM is ideal for this personalization. Data automation is essential objective. Keep in mind, it is wise to identify for the build-out, appending, and cleansing companies in the industry you’re targeting of the target list (source).” that will not only be likely to purchase, but 3 Mistakes Organizations Make While Developing ABM Programs 4