How to get budget for your account-based marketing programs
Ready to hop aboard ABM but not sure how to finance it? Columnist Peter Isaacson discusses how to incorporate it into your marketing budget so that it will boost your bottom line.
As each day passes, B2B marketers are hearing more about Account-Based Marketing (ABM) from every direction. Over the last 18 months, the concept has taken root and developed into more than just the topic du jour as early adopters report tremendous success with the strategy and the technologies that support it.
As I interact with more and more B2B marketers, the majority understand the concept and what it can do for their business but are facing a new set of challenges to bridge the gap from theory to reality. They need to know how ABM will change the way they plan for marketing — from budgeting to goal setting, to program execution and measurement.
The budgeting cycle for a new strategy often takes place well in advance of the final goal-setting or program planning. As a result, marketers wanting to make the jump to ABM are left scratching their heads as to how they can finance this change when they have previously committed budgets to other approaches or programs.
Working with some of the early ABM adopters over the past several years, a few trends have emerged in how B2B marketers have been successful financing ABM initiatives. Let’s explore a few scenarios that can help you determine where you stand when it comes to budgeting for ABM.
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