ABM 2.0: 
‍Frequently Asked Questions

Traditional account based marketing is a strategy companies use to land target companies they'd like to focus on. It involves using tools to identify company-level intent and then mapping out the decision makers you would like to target. From there, you use a multi-channel approach to targeting these prospects.

The idea is great. However, legacy ABM is focused on company-level intent. Growth leaders spend multiple 6-figures on legacy ABM platforms that will tell you Company ABC is looking for your solution. However, you're left trying to figure out who it is and if they're qualified. It could be an intern, custodian, or decision maker, but you will never know.

Person-level account based marketing (ABM 2.0) is the act of using data science and digital fingerprinting to identify in-market prospects. When you start with the person's identity, measure their level of intent and behavior, and then map out the other decision makers in the organizational chart, you see a 3-5x higher ROI than with legacy ABM.

Person-Level account based marketing uses the same steps as legacy ABM; however, in a different order.
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First, identify high-intent, in-market leads through tools that identify web visitors and analyze their behavior.
Next, map out the qualified lead's coworkers, manager, and direct reports.
Send multi-channel campaigns towards this small group of people at each account, reducing costs.
Lastly, monitor each account's behavior, at a person-level, and then score each one along the way.

The technologies for person-level account based marketing are typically more cost-effective than large, legacy ABM platforms. To launch a campaign, you will need a tool that identifies website visitors down to the person. You then need to have a scoring model based on their persona fit, behavior, and contact info. All of this can be done in a tool like Identity Matrix.

From there, you need the tools you likely already have: CRM, marketing automation, ad platforms, and outbound systems.

Legacy ABM is focused on taking a group of "dream accounts" and trying to market to every decision maker in those accounts. The problem is this leads to a lot of wasted time and budget on accounts that never should've been focused on. Starting with person-level intent and then expanding into the given account's team results in hyper-focused efforts on high-intent leads. This also reduces costs drastically.

ABM 2.0 does reduce the cost of growth. It helps minimize wasted spend, but also accelerates deal velocity. Your team is focused on hyper-targeted efforts toward high-intent, in-market leads. They know who, when, and how to reach out to the highest qualified prospects.

Very easy - you start with a person-level intent tool that identifies prospects. This also means you can reduce your tech costs by getting rid of large, expensive, legacy systems. From there, plug it into the systems you already have and you'll be off to the races.