Could Segment ABM be right for your business?
Where Strategic ABM means being the CMO of one account, and Scenario ABM chases a single, defined outcome, Segment ABM reaches further: building one plan for a small group of accounts that share a similar context, typically around 30 at a time. It’s about applying focus and tailoring at some scale, rather than treating every account as a one-off.
Like Scenario ABM, it’s mostly aimed at existing customers rather than new logos, though 43% are starting to apply it to prospects too.
A few things stood out to us in this year’s benchmarking study, including how much teams are spending per segment, how far they go to customise content for each group, and which digital tactics are doing the most work.
See details below.
Read our previous research summary on Scenario ABM.
