A breed apart
To be successful in today’s world you need to go after the right customers with experiences created just for them. You then need to turn them into advocates for your product or service. You need to be customer-obsessed.
Some 49% of European organisations are using an ABM strategy, with adoption rates expected to jump by almost 20% by 2020*
A buyer is never a single person. He or she is almost always part of a buying team. And the bigger the deal, the more people, departments and disciplines that get involved.
To support selling into large accounts effectively you need to understand how each individual fits into the account and to get a sense of the relationships, influences and connections that connect them. Each of these customer stakeholders have different motivations and pain points. Each is rewarded differently, and each evaluates your products or services from a different perspective.
ABM is seen as transformative because it ditches the silos and encourages a cross-functional approach to create business outcomes by working as one team.
At Incubai we employ only strategic ABM (1:1 and 1:few) and blend a unique combination of strategy technology and a rich creative approach. Aligning our mission with the deep resource available through the Selbey Anderson Group that has created a community of senior level of strategic practitioners ready to tailor, target and support our clients and to achieve a new level of performance outcomes.
Account based strategies deliver business outcomes, not vanity metrics.
Account based is not a campaign or technology purchase. It is a strategic go-to-market decision delivering key board-level metrics. Respondents indicate that account based improves customer lifetime value (80%), improves win rates (86%), and delivers higher ROI (76%) than a traditional go-to-market approach.**
Source: 2019 State of IT Marketing report by Spiceworks*
Source: TOPO Account Based Benchmark report 2019**