Robert Norum, ABM consultant, McDonald Butler
In its purest form, ABM takes a one-to-one approach, which delivers a high return but is also high risk. Fail to win this account and you’ve wasted a huge amount of time and resources.
That’s why some choose to market to a few rather than one – also known as cluster marketing. This approach offers a high-touch scenario while lessening the risk. The third broader option is a programmatic stance, marketing to 200 or more accounts, but with this, it’s imperative not to lose sight of the original intent of ABM.
Another lesser-known trajectory is collaborative ABM, something Robert calls the crown jewel. This can be an ideal way of engaging the most important partners, sharing costs, thinking and creating a go-to-market proposition.