Published: 05 April 2022
Pilot projects are often used to prove the viability of ABM programs. After the pilot has ended, product marketers should conduct a formal evaluation to examine quantitative and qualitative outcomes, grow internal program support, and determine readiness to scale and the dimensions for scaling.
Technology marketers often fall back to the traditional demand generation model when measuring ABM programs, failing to fully understand the lift from an ABM pilot, and omit assessments of the cultural shift that ABM requires.
As an ABM program scales, so too must the internal buy-in across functional areas and roles, such as demand generation, SDRs, sales, field marketing, sales and marketing ops, and data and analytics leaders. Stakeholders beyond the initial ABM enthusiasts will need to be engaged.
Technology marketers are often unclear about when and how to embark on a larger ABM program that builds upon the momentum
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