CHAPTER 3 accounts are best served with programmatic ABM. Do you plan to increase, decrease, or keep the same amount of target account in 2019? [Callout] Programmatic, one-to-many ABM is a style of ABM that targets desired accounts without dedicated personal- ization and customization. Each account is generally worth between $25K to $100K per year, and a company can have 53% Stay the same (35%) thousands at any given time. Such accounts do not receive 35% personalize interactions or account plans. At Engagio, each Decrease (12%) AE tends to manage one hundred programmatic accounts. Increase (53%) The most cost-effective tactics for Programmatic ABM 12% are email marketing, account advertising, and direct mail. Most companies are increasing the number The majority of companies (54%) plan in increase of accounts they’re targeting in 2019. the number of target accounts in the coming year As businesses seek to do what they are meant to do – Note: To clarify, more is not necessarily always better! Decreasing grow – it’s no surprise the number of target accounts in the number of target accounts may indicate that a company 2019 is on the rise. 54% of companies surveyed plan to has tightened its target account criteria. ABM works because increase their number of target accounts this year. it focuses relevant campaign touches on a defined set of high-value accounts. Focus is the name of the game. ABM TACTICS AND DETAILS 25