Part II The styles of ABM One of the most important things to We’ve also seen a fourth style that sits somewhere NOTE: the data in this section come primarily know about ABM is that one style does between ABM and traditional demand generation: from the ITSMA and ABM Leadership Alliance not fit all. The spectrum ranges from we call this ‘Targeted Demand Gen’ and it’s usually Account Based Marketing Benchmarking Survey appropriate for accounts worth less than $50,000 from July 2017 and October 2018. truly one-on-one conversations with a year. In this style, companies use traditional, the largest accounts, to programmatic non-customized demand generation tactics Account Based Marketing with frequently used in mass marketing such as ads, webinars, and more. These efforts are focused on hundreds of lower-value targets. a list of named accounts. We see three main styles across our clients: Handful (‘few’) – median 14 1. Strategic: One-to-one ABM with a very limited Style 1 – Strategic One : One number of accounts worth seven figures (or $1M++ more) annually. 2. Scale: One-to-few ABM for high-value accounts Focused (‘dozens’) – median 80 worth six-figures grouped into micro-segments. Style 2 – Scale One : Few 3. Programmatic: One-to-many ABM $100k - $1M for five-figure accounts that are worth some customization More (‘hundreds’) – median 725 and personalization. Style 3 – Programmatic One : Many $50K - $100K Many (‘thousands’) Style 4 – Targeted Demand Gen Mass Marketing < $50K The styles of Account Based Marketing. 29