In general, humans like big stuff.
We marvel at the tallest building in the world, get excited by a king size chocolate bar and long for a bigger wage to buy a bigger house. Companies, teams and individuals everywhere are striving each day to make things bigger.
The obsession with making things bigger, and scaling quickly, can often be seen most clearly in B2B marketing; buying the biggest stand space at a trade show, generating the largest number of leads, creating more social media content than the competition.
But does size matter? Especially in a more specialist approach such as Account Based Marketing (ABM)? And, if it does, how can you achieve it without forgetting the principles that underpin it?
When something is successful and generating ROI the natural response is to do more of it and scale up. But, how can you best approach that scaling challenge whilst staying true to the foundations of true ABM? The tech providers will tell you that you should use their platforms to do things on a grand scale, by which they mean you can load in long lists of target accounts and go after them with generic content, albeit in a slightly more targeted fashion. We don’t believe that’s Account Based Marketing. That’s Marketing to Accounts. At the other end of the scale traditional digital agencies will tell you that you just need to throw more time, budget and resource at the issue. That’s costly and time consuming.
So what about a third way? What about combining data, content and technology together to deliver insight, understanding and engagement with key accounts in a fashion that can be repeatable and scalable without being generic?
We’re passionate about supporting customers to scale their ABM programmes without losing sight of the core principles that underpin true ABM. This week, at the ITSMA’s ABM Summit in London, we’ll be talking about how we’re helping large complex organisations make the most of the ABM opportunity, at scale. We’d love to see you if you’re coming along. There’s still time to sign up here if you haven’t already (feel free to get in touch with us to take advantage of our discount code!).
When you jump in your cab, or get on the tube, from the London event, I’ll be in Sydney preparing for conversations with our customers in Australia about how they can scale and succeed with their ABM. I look forward to sharing with them the great presentations and insight from the event.