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5 Tips To Simplify The Complexities Of Enterprise-Class ABM


This article was contributed by our exhibitor Market Resource Partners. Learn more about their business here!

The world of an enterprise-class marketer is vastly different than that of an early-stage start-up or mid-tier marketing organization. The challenge in realizing this is that enterprise requirements are different from much of the current ABM "best practice" because that advice is offered by platform vendors who can only serve the needs of smaller companies. 

Only when enterprise sales and marketing organizations can execute their ABM strategy in the light of their reality can the magic of high performance happen. Here, the ABM strategy delivers global adoption, integration with existing multichannel programs, shared learning, optimized target account experience, standard measurement, and global optimization. Within this framework, each business unit benefits from this support while executing their programs autonomously:

1. Enterprise Program Administration: 

ABM within the enterprise is a distinct challenge because multiple teams are already using various channels, often reaching similar target account audiences. This sophisticated go-to-market approach creates a paramount need for ABM to be actionable across all teams, driving the need for platform multitenancy. A multitenant solution means each team can execute on their own but can also collaborate in sharing insights, targeting approaches, and a common methodology for measurement. Without these capabilities, ABM looks more like anarchy within the organization and appears more like confusion to target accounts. Here, each marketing organization selects a separate ABM approach and technology, eliminating the ability to share insights and targeting, or even form a consistent and comparable framework for measuring results.

2. Integrated Data Intelligence:

The challenge with data management escalated dramatically with the advent of account-based strategies, as most platforms are contact centric rather than account-centric. Further, the complexity of the challenge increases with the size and sophistication of an organization, with enterprises having more data sources, channels, and teams. Employing enterprise ready Master Data Management (MDM) technologies enable you to organize, cleanse, map, and append data so you can gather better insights and deliver better, more accurate reporting. This is the enabling criteria to help you to reassemble an accurate picture of each target account so you can cultivate powerful insights, target accurately, deliver personalization scenarios across channels, and achieve precise program measurement. Without advanced data management capabilities, the truth of target accounts is hidden across platforms, groups, and geography

3. Actionable Target-Account-Recommended Actions:

When buyers engage, a marketer must quickly and accurately interpret learning, translate that to insights about buyers’ needs, to the actions they demand. This is key to moving target accounts into the next stage of the journey. Without guidance to optimize the next best action, identifying, approaching, and engaging prospects involves a convoluted web of choices — and a large element of chance. Armed with specific next steps, however, marketers can deliver pertinent, high-value content for each buyer stage. To do this, they require the ability to combine first- and third-party intent signals with predictive analytics models. This comprehensive view of target accounts, their needs, and the best way to engage drives revenue results and simplicity into enterprise ABM. 

4. Mature Omnichannel Marketing with Coordinated Orchestration Across Channels:

Many ABM platforms possess multiple channel capabilities, but that’s not enough for enterprise marketers. When audience targeting remains within siloed platforms and teams, multichannel capabilities create a cacophony of overmarketing and inconsistent messaging. Moving beyond multichannel to more mature, omnichannel marketing demands advanced ABM controls and real-time triggered connections that read the needs of a target account and deliver the next best action. To break through the noise, enterprise marketers must be able to control message consistency across channels and coordinate activity priority between marketing teams seeking attention from the same audiences. 

5. Move from Vanity Measures to Revenue-Driving Analytics:

Two-thirds of ABM programs cannot measure across platforms, channels or funnel stages. Three fourths aren’t even sure what metrics to show. Worse yet, ABM platforms built for small organizations can only support vanity metrics, advising clients to focus on indicators like website visits or media impressions, and to use those to claim MQA status and credit revenue to their ABM program. ABM measurement doesn’t exist in an ABM platform, it exists across all your platforms. An enterprise ABM platform will pull all of that back together for you, sourcing data from your surrounding sales and marketing systems, and result in reporting of these target account activities, enabling you to drill down from global results, to individual programs, to a specific target account.

 

The core of ABM best practices is flawed for the enterprise marketer’s reality — a reality that involves a complex go-to-market strategy, a plethora of existing programs and endless reams of customer data. In this environment, ABM is fundamentally a customer experience challenge, and a one-size-fits-all ABM platform can do more harm than good by delivering inconsistent marketing messages that confuse customers and make it more difficult for them to buy. Schedule a demo today to learn more about how MRP Prelytix can help your team revolutionize your enterprise marketing goals. 

For more information visit www.mrpfd.com.