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🌮 Covering 1000s of ABM Target Accounts

Can you *actually* deploy ABM across thousands of accounts?

Author

Davis Potter
July 30, 2024

What’s up everyone! Welcome to 🌮 Taco Tuesday, a weekly newsletter by ForgeX.

In here we share the latest and greatest around our Account-Based GTM research, provide our perspective on trending topics, and highlight what’s new at ForgeX.

💡 Is A Target Account List with 100s or 1000s of Accounts Still Considered ABM?

ForgeX Perspective: Yes, you are able to scale ABM across 50, 100s or 1000s of accounts. Organizations that adopt a holistic Account-Based GTM strategy outperform those who don’t.

This is the future of B2B.

ABM leaders have been craving a modernized ABM deployment model that accurately reflects how leading organizations are covering 100s to 1000s of accounts.

This is where Growth ABM comes into the mix.

Growth ABM: allows for scaled coverage across 50, 100s or 1000s of accounts through it’s Tiering model.

  1. We view this as the underlying deployment model that nearly every B2B organization in the world will transition their Integrated Marketing / Demand Generation / Field Marketing teams to adopt.

  2. Leveraging the Enterprise ABM (1:1, 1;Few) deployment model typically involves a high ACV (+250k) in order to justify it’s investment.

  3. Growth ABM allows for the scaled prioritization of GTM resources and efforts through it’s account Tiering, leading to a more cohesive and efficient revenue team.

Defining Growth ABM: It operates as a 1:Many model, specifically designed for engagement of the entirety of a target account list. This methodology involves scoring and prioritizing accounts, and then segmenting accounts into tiers (often three in number). The assigned tier dictates the extent of personalization and tactical eligibility an account receives, thereby optimizing resource allocation and ensuring the most tailored efforts are made where they matter most.

(The Fancy Definition We Present To C-Suite / VC’s / PE Firms)

📊 ABM Benchmark Audit Examples: Organizations Leveraging Growth ABM

One of ForgeX’s goals is to build the largest ABM Benchmarking Database in the world.

Below are 2 examples of Growth ABM’s account Tiers from our audits:

Source: ForgeX Benchmarking Database

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Source: ForgeX Benchmarking Database

Key Considerations:

1.) You might not need 3 Tiers:

  • Although we mention 3 Tiers in the Growth ABM definition, you may only need 2.

  • Your main objective is to construct a prioritization across the GTM resource allocation for each Tier that is clear and differentiated. If you are unable to do so across 3 Tiers given your resources, we recommend narrowing it down to 2.

2.) Go beyond firmographic data & 3rd party intent to build your target account list (TAL):

  • Solely relying on firmographic data, 3rd party intent data and input from sales to build your account Tiers is a miss.

  • Consider additional criteria, for example;

    • Revenue Potential

    • Existing GTM Engagement

    • Iconic Logo Reference

    • Existing Relationship with Buying Group Stakeholders

    • A Previously 'Closed-lost' Opp Exists

    • Customer Lifetime Value (CLV)

📆 6-Weeks Out: ForgeX Heads to Austin, TX

We’re headed to Austin, TX on 9/6/24 for the first stop of our Account-Based Innovation Tour ðŸŽ‰ 

What is the Account-Based Innovation Tour?

A half day of ABM insights and networking for senior B2B leaders.

  1. Learn modernized ABM research and innovative best practices that actually reflect the future of account-based GTM.

  2. Network with +50 senior B2B leaders in structured roundtable discussions.

  3. Gain real-world strategic and tactical takeaways from leading ABM programs that will immediately up-level your strategy.

P.S. stay tuned for our next 2 cities… 👀 

What’s New at ForgeX?

🌮 Events

Upcoming In-Person:

On-Demand:

🌮 Research & Insights

Join +500 ABM leaders and become a ForgeX member to access our full research library, step-by-step frameworks, benchmark data and community.

Have an awesome rest of the week y’all!

LFG,

Davis