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INSIGHTS / TECH AND SERVICE PROVIDERS / ARTICLE


MAKING THE MOST OF ABM PROGRAMS IN TECH MARKETING

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March 15, 2023

Contributor: Lori Perri

Technology marketers need to align ABM strategies to support the customer buying
journey.



Technology marketers need to take a close look at engagement and orchestration
tactics in their account-based marketing (ABM) programs if they want ABM to
deliver against goals such as prospecting, customer acquisition and retention,
and business growth.

“ABM go-to-market strategy is fundamentally different from traditional demand
generation. It requires technology marketers to orchestrate coordinated
touchpoints together with sales throughout the buying journey,” says Gartner
Senior Director Analyst Jenifer Silverstein.

Download eBook: 3 Strategic Priorities for Tech Product Marketers


FACTORS SHAPING ABM ENGAGEMENT PLANS

Gartner identified three elements that must be defined and agreed upon across
stakeholders since they each influence the combination of channels and calls to
action (CTAs) chosen to drive engagement:  

NO. 1: THE PROGRAM’S OBJECTIVE

Is the goal of the program new account customer acquisition, customer retention
or customer expansion?

What this means for ABM: For new account acquisition, marketing-led channels may
precede sales-led channels to build awareness. For customer retention or
expansion, sales-led (or customer success-led) channels may be applied sooner
given existing relationships, while marketing-led channels are used to sustain
awareness.

NO. 2: THE CHOSEN APPROACH TO ABM

Is the program taking a one-to-one approach (up to about 50 target accounts with
customized content), a one-to-few approach (between 50 and hundreds of target
accounts with segment level personalization), or a one-to-many approach
(hundreds or thousands of target accounts with light personalization)?

What this means for ABM: CTAs should be personalized according to the chosen
approach.  For example, a one-to-one approach may include personalized landing
pages offering customized thought leadership articles and personalized web chat.
A one-to-few approach may include landing pages that are personalized only via
the web chat and offer relevant, but uncustomized, thought leadership articles.
A one-to-many approach may include the same landing pages and articles as the
one-to-few example, but with web chat optimized for a specific business problem
or topic.

Listen now: The New Playbook for Technology Providers

NO. 3: THE PROGRAM’S TARGET ACCOUNT LIST

What common traits do your target accounts have? What sources of information do
the personas trust? What other information consumption preferences do they have?

What this means for ABM: These preferences will directly shape the channels and
CTAs you choose. For example, is your audience on social media? Does your
audience prefer visual or text-based content? Does your audience seek advice
from peer groups?

Additionally, where target accounts currently are in their buying journey should
be understood and reflected in ABM engagement plans. Are accounts:

 * Exploring why they should change, and why now?

 * Evaluating which options exist and the differences between them? 

 * Engaging with potential providers to understand what it will be like to work
   with them?

What this means for ABM: CTAs should seek to answer the questions asked by
target accounts at each of these points in the buying journey. For example, it’s
common for programs reaching an audience exploring a business problem to offer
thought leadership content that builds trust with readers through paid social
media. Yet, a program targeting accounts evaluating solutions might offer
product review materials from sales-led calls or emails. Finally, a program
reaching those engaging with providers might include implementation guides or an
invitation to visit and experience an online customer community.

Jenifer Silverstein is a Senior Director Analyst on the Gartner technology
marketing team. She provides research and advisory services to help clients
establish and optimize their demand generation, ABM and digital marketing
strategies.


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Recommended resources for Gartner clients*:

Orchestrate ABM Engagement According to Acquisition, Expansion or Retention
Goals
3 Traits of High-Performing ABM Programs
Improving Buyer Engagement With Situationally Aware Calls to Action

*Note that some documents may not be available to all Gartner clients.


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