ABM-driven GTM Strategy

Over the years, the core concepts of marketing have not changed. But the infusion of technology in marketing has dramatically transformed the speed, relevance, and reach of brand activities.

Advances in marketing technology have enabled marketers to employ and execute ABM at scale, intelligently, and automatically. In years gone by, tech-driven ABM helped businesses usher in a new era of personalized customer journeys. 

Now, disruption by GTM strategies is occurring in technology markets and in many of the large markets that typically purchase B2B technology. The reason is that marketing can benefit from technology a great deal, but there is a human element, one that is currently associated with sales, that cannot be ignored. As a result, we are now seeing ABM-driven GTM strategies emerge with a focus on the human side of things. 

An ABM-driven strategy shifts the GTM focus from performance, leads, and pipeline to the quality of engagement, growth in opportunities, increase in revenue, and depth within key accounts. At its core is an alignment of marketing, sales, and customer success, all working together to win and retain customers. Its objective is to deliver a personalized and integrated customer experience before and after a sale using targeted and customized engagement. 

With a GTM strategy that is driven by ABM tactics, you can pinpoint the most important accounts and monitor how they interact with your business at every stage in the customer lifecycle. Using analytic tools and more available data, you can more easily evaluate different markets and understand relative potential. You can take those insights and build a strategy that not only targets the right people with the right messages and ideas, but also scale the strategy as you go. 

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