Three Approaches to Scaling ABM – ITSMA
- Strategic ABM: This original ABM approach is usually reserved for strategic accounts and executed on a one- to- one basis. A dedicated, often senior- level marketer works directly with one or a few strategic or key account teams on the sales side and crafts fully customized marketing plans and programs as an integral part of the overall account plan.
- ABM Lite: This is a one-to-few model, often focused on a wider group of strategic accounts or the next tier down of accounts. In this model, one marketer might develop ABM Lite programs for several groups of accounts, working with sales at key decision points, such as which accounts to target, which business issues to highlight, which propositions to promote, and how to tailor existing content for the marketing and sales for these one-to-few campaigns.
- Programmatic ABM: This software-centric approach is generating most of the new ABM hype today because it enables marketers to automate some of the traditional ABM steps, such as collecting customer insight through social listening technologies, delivering targeted advertising through reverse-IP recognition, and tying individual lead nurturing to overall account progress through the buy cycle.
We’re all familiar with Strategic ABM, but Programmatic is relatively foreign and the basis for the new platforms. What does it take for a CRM platform to envelope this type of solution?