.png){kind=logo}
The “pyramid-shaped” ABM model that features 1:1, 1:Few and 1:Many came out in… 2016.
It’s 8 years old 🤯
To say that Account-Based Marketing has evolved since then would be an understatement.
Lets breakdown how we’ve seen ABM evolve, and why we’re pioneering the Growth ABM and Enterprise ABM frameworks.
Introducing: Growth ABM & Enterprise ABM
The graphic above shows a visual representation of how we’re seeing ABM actually being practiced today.
1️⃣ Growth ABM Defined
Think of this as a form of 1:Many ABM. Organizations will take their target account universe and segment them into 3 tiers.
Tier 1: These are the most strategic and highest priority accounts with the highest likelihood of conversion. They're eligible for less-scalable highly personalized 1:1 tactics, and receive more GTM resources.
Tier 2: These accounts show significant intent and engagement. They benefit from more generalized but still targeted 1:Few tactics.
Tier 3: While part of the Target Account List (TAL), they don't have the same strategic urgency due to varying signals and account priorities. They're addressed with broader 1:Many tactics.
Keep in mind… you might only need 2 tiers. If you’re truly able to construct a significant difference across the experience and resource allocation → then have 3.
This framework allows for SCALABILITY across 50, 100’s or 1000’s of accounts.
Our research has found that it’s typically applied for net-new pipeline generation and revenue acceleration motions vs. expanding existing customers.
Our fancy definition: “Growth ABM™️ operates as a 1:Many framework, specifically designed for engagement of the entirety of a target account list. This methodology involves scoring and prioritizing accounts, and then segmenting accounts into tiers, often three in number. The assigned tier dictates the extent of personalization and tactical eligibility an account receives, thereby optimizing resource allocation and ensuring the most tailored efforts are made where they matter most.”
2️⃣ Enterprise ABM Defined
This includes the application of both 1:1 and 1:Few ABM in their purest form.
There is an immense amount of confusion across ABM marketers as they will speak on their Growth ABM tier 1 & tier 2 accounts as if they’re running an Enterprise ABM motion.
They’re not…
In order for a program to qualify as running Enterprise ABM, here are a few core attributes:
1:1 Enterprise ABM
9-18 month long campaign plan that's custom for each account
Hyper personalized engagement strategy that is built from deep account research; all events, assets and content are built / tailored just for the account
Dedicated ABM practitioner that typically only covers 3-6 accounts maximum at one time
1:Few Enterprise ABM
No more than 25 accounts in a cluster
There is no variance of tactical eligibility, personalization or resource allocation across each account
A 9-18 month long campaign is built for the cluster
Enterprise ABM is typically applied in larger organizations who have massive ACV’s (million or multi-million dollar deals).
Our research sees this applied to help expand revenue within existing customers, although it’s not limited to this. We have also seen both 1:1 and 1:Many leveraged at the same time by 1 ABM practitioner.
Our fancy definition: “Enterprise ABM™️ encompasses both the 1:1 and 1:Few approaches, requiring a distinct go-to-market (GTM) strategy supported by an extensive multi-touch campaigns tailored to a single account or small cluster of accounts.”
3️⃣ Merging the Two: Driving a Holistic Account-Based GTM
The future of B2B marketing? Your target account universe is segmented into Growth ABM Tiers (1, 2, 3). If you have a large enough ACV and it makes sense, running an Enterprise ABM strategy where the accounts are selected from your Growth ABM Tier 1 and 2 accounts.
THIS is how you drive alignment across the GTM organization and drive a holistic account-based approach.
Comments