Mike Burton at Bombora wrote a nice article for Chief Marketer today. Data-driven account selection is definitively linked to high performance ABM programs. As our recent research highlights, 63% of mature ABM programs use data to drive account selection and over half use cutting edge technology like Predictive Analytics to do this. Contrasting this, the vast majority of lower performing, lower maturity programs use less sophisticated options, like simply replicating sales coverage or selecting accounts that they like.
ABM becomes an issue with garbage in – garbage out if you don’t take the time to form an alliance between your sales and marketing efforts and push yourself to find truly high value accounts to invest in influencing.
In the webinar I mentioned, Kevin Cunningham, CEO at MRP, described the application of predictive analytics… how it’s best done and ways to think of doing it at scale.