Our recent benchmark research among complex, global organisations discovered that most companies adopt a blended ABM strategy. And despite challenges with marketing budgets, these companies remain focused primarily on the most resource intensive types of ABM. So, when allocating ABM types across tiers of accounts, how many accounts does each type typically cover?
One size does not fit all
Before discussing the research findings, it’s worth pointing out that while the ratios give you an idea of the industry standards, you need to consider the marketing budget and resource available to you. How you allocate these precious resources should be informed by the opportunity you see in each tier of account, as well as your average deal size and the typical sales cycle in your organisation. Not all types of ABM are right for all organisations. For example, you may decide that Cluster ABM is most suitable to your business than full Strategic ABM. The typical coverage model for each type of ABM is a useful guide, but it is just that, a guide.
Let’s review the ratios respondents most commonly use when applying ABM resource to their different types of accounts.
Strategic ABM: one ABM-er, one account, one plan
Most of us know that Strategic ABM is the most intensive type, where an ABM-er acts as a CMO, working closely with the account team to create and execute a marketing plan for just one account. Here the ABM-er usually creates highly customised or bespoke content. Most ABM-ers do not have the luxury of working on just one account though — it is more usual to work on two or possibly three accounts.
Strategic ABM Lite: one ABM-er, up to five accounts, five plans
A lighter version of the Strategic approach, often used by companies trying to scale their programme. This relies on a more limited range of proven tactics or is focused on driving pre-defined, specific outcomes in what we’re now calling Scenario ABM. An ABM-er works with a small number of accounts, usually around five, building a marketing plan for each one.
Cluster ABM: one ABM-er, around ten accounts, one plan
Cluster, or Segment ABM is the most widely used type of ABM today (with 94% of our respondents using it). Here an ABM-er builds and executes a marketing plan for a small group of accounts that hare a similar context, issues or priorities. In our experience, clusters are usually between 5–15 accounts, a fact reinforced by the research, which revealed that 10 accounts is the typical cluster size. When delivering this type, an ABM-er can manage up to five plans. Alternatively, they may be responsible for one or two Strategic accounts in addition to a couple of Segments, often focusing on accounts within the same industry in this case.
Programmatic ABM: one ABM-er or digital marketer, 500 accounts, one plan
Finally, let’s consider the account coverage model for Programmatic ABM. A more technology driven approach, here an ABM-er builds and executes a marketing plan for a single group of accounts, based on their ideal customer profile and interest in specific topics or solutions. The research shows that Programmatic ABM typically covers 500 accounts in a single plan. This may be managed by an ABM-er alongside their other accounts or delivered through collaboration with colleagues in the digital or demand generation teams.
Deciding on an appropriate coverage model with the right blend of ABM types for your organisation is key. Use these ratios as a guide when building or refining your own ABM strategy.
Highlights from our full ABM benchmarking survey can be found here: http://bit.ly/3YhzJBX
