ICP Management and Cohort Segmentation for High-Performance
ABM Consortium Blog
by Mark Ogne
6M ago
Target Account List Target Account Lists Join Our LinkedIn Group - ABM Insiders Not all customers are created equal. On average, only a third of customers create nearly all profit, and more than 20% of your customers consume most of that profit; this is the difference between ICP and TAM. An accurate ICP reflects this reality, identifying those customers who truly need what you have, are willing to pay more, and stay longer. Finding, prioritizing, and attracting this elite group of targets is a key indicator of high-performance account-based strategies. Cohorts of sorts… However, Ideal ..read more
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AI-Driven Data Analysis for GTM Planning
ABM Consortium Blog
by Mark Ogne
6M ago
We’re writing this in the waning weeks of 2023, and assuredly, thousands of B2B GTM professionals are feeling the cold chill of uncertainty in their planning for 2024. Join Our LinkedIn Group - ABM Insiders How To Apply Generative AI In Your GTM Planning Powerful Use-Case: A New Era of Data Analysis In B2B marketing and revenue operations, the advent of Generative AI, like ChatGPT Plus, is not just an innovation; it’s a revolution. As a thought leader in this space, I’ve witnessed apprehension towards this technology due to its perceived ambiguity. This blog aims to demystify Generative AI ..read more
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Deep Dive: Navigating the Ambiguity of “Intention” in Intent Data
ABM Consortium Blog
by Mark Ogne
10M ago
While more Intent Data is better than less, if the objective is to decipher how and when to invest sales and marketing resources, Intent Data alone is a poor proxy for making this decision. The first step in our deep dive is to examine the ambiguity of “Intention” in Intent Data. In the vast landscape of B2B marketing tools, Intent Data has been heralded as a game-changer. But as we’ve previously discussed, its name might be somewhat misleading. The term suggests a clear window into a prospect’s future actions, yet the reality is more nuanced. Let’s delve deeper into the inherent ambiguity of ..read more
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Decoding Intent Data
ABM Consortium Blog
by Mark Ogne
10M ago
Are you getting what you thought you bought? A survey by Bain and Google of 1,208 people at U.S. companies who are involved in buying software, cloud hosting, hardware, telecommunications, logistics, marketing, and industrial equipment revealed a set of misconceptions among sellers about how buyers behave. Sellers don’t realize that 90% of buyers choose a vendor that was on a short list at the beginning of the sales process; they focus too much on high-level decision-makers, underestimating the number of people inside the buying company who have influence; they rely too much on digital channe ..read more
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Account-Based Confusion (ABC)
ABM Consortium Blog
by Mark Ogne
4y ago
Every organization has a finite audience who hear their value propositions better… find it more valuable… are willing to pay more for it… and need it faster. Simplifying the cacophony of confusion in the market, ABM is nothing more or less than the strategy to identify, target, interact, and close business those companies. ABM isn’t a new superset of channels; it’s an element of everything you do, for a limited subset of companies. Yet, with this simplicity, we estimate that two-thirds of all B2B marketing leaders have yet to find a successful path. We see that this ..read more
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#ABM In Action Live
ABM Consortium Blog
by Mark Ogne
4y ago
It's a wrap! I said it last year but need to repeat it again this year... the B2B Marketing Exchange is the single best, most strategic B2B marketing event of the year. This year, the crowd was amazing... over 1,400 registered attendees, more than a 40% increase in marketing practitioners. This is really the measure that matters. So many events are swarms of vendors trying to sell to other vendors. Not so much here. Highlights of our trip to Scottsdale: The audience - Kudos to everyone... 300 people, packed house nearly every session Matt Senatore, SiriusDecisions - Always a great se ..read more
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Data Management is Critical for Account Based Marketing
ABM Consortium Blog
by Mark Ogne
4y ago
A behind the scenes story of our latest Feature Article in ABM In Action: For ABM, Data Is A Good Four-Letter Word.   Make it easy for Buyers to buy Meaningful data management processes provide significant value to your ability to measure and control your ABM program but perhaps the most meaning impact is that you can make it easier for buyers to buy. This sounds funny but is true. When you make your outreach more about target accounts and their needs, you're more likely to be "seen" and much more likely to be acted upon. Why? It's simple... you're letting people know that you have ex ..read more
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ABM Best Practice VS Malpractice
ABM Consortium Blog
by Mark Ogne
4y ago
Where's email in your Account Based Marketing Strategy? 59% of B2B Marketers rate email as effective for driving early stage engagement, 81% say it's effective at driving conversions later in the funnel. Let that sink in for a moment... Email marketing is one of the most widely adopted and effective channels a B2B marketer can use, yet it's glaringly absent in the best practice we see today. Top 10 lists, ABM jingles and thought leadership presentations, completely vacant. Wow! Two critical dimensions for this concern... As a primary communication channel... It produces a to ..read more
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Data Myopia
ABM Consortium Blog
by Mark Ogne
4y ago
Data defines your greatest sales and marketing assets Targeting, personalization, measurement... what do these all have in common? Data. Specifically, ABM Data. Considering data to be a contact you purchase, an Intent Data signal you acquire or a marketing list to hammer upon misses the point. If your company has been in the market for more than a few years, chances are, you already have contacts, intent signals and companies lodged somewhere between platform silos in your tech stack. Data Myopia starts when marketers focus on expanding technical capabilities rather than organizing and ma ..read more
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2019 Prognostication – Account Based Marketing
ABM Consortium Blog
by Mark Ogne
4y ago
"A Light at the End of the Tunnel" The folks at Demand Gen Report asked us to contribute to their 2019 Account Based Marketing trends report just released in ABM In Action. Personally, I often times don’t like these stories because the advice is terrible, but the real value in a publication like ABM In Action is that they can find a collection of really knowledgeable thought leaders on a topic. This years article is a really good read. Overall, we see 2019 as a continuation of the rollercoaster we’ve seen recently but yet a budding start to a growing trend of increased ABM maturity. Incre ..read more
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