Published: 20 May 2024
An ABM pilot program enables digital marketing leaders to overcome internal roadblocks that would prevent them from effectively scaling to a broader ABM strategy. Learn from examples of how peers aligned stakeholders, established ongoing collaboration and prepared resources to launch ABM programs.
Digital marketing leaders who pilot account-based marketing (ABM) face pressure from across the organization. Executive leaders want to see short-term results even though ABM often requires time to have impact, and frontline sales reps often don’t understand how ABM supports their goals and priorities.
Digital marketing leaders struggle to sustain ongoing support for the ABM pilot from frontline sales reps, who revert back to a familiar lead-based approach and fail to incorporate ABM processes into their daily work.
ABM programs often involve heavy investment in resources and bandwidth for capabilities such as more sophisticated personalization. When piloting ABM,
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Analysts:
Kate Fridley, Julia Multedo, Dhwani Shah
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