Simply put, account-based marketing (“ABM”) is a strategic B2B marketing approach that targets a market consisting of a single company, a division of a company, and / or an individual within a company. It stands in contrast to the more generalist B2B marketing approaches providing much more targeted tactics (e.g., named companies, firmographics, and demographics vs. general company profiles, individual names and emails vs. general role-based personas and broad email lists, individualized value propositions vs. general benefit statements, etc.).
As the region with the largest share of global tech spend, North America—including the United States and Canada—is a critical geo for tech vendors to nail down. Competing in this region means you must operate at economies of scale to afford competitive price points and offer solutions that meet needs both broad and niche. With nearly 20 cents of every global dollar spent on tech moving through North America’s indirect channels, achieving and maintaining desired performance levels here requires a balance of vendor-direct and ecosystem sales.
As a sales leader or salesperson, your success in closing deals depends on your ability to influence outcomes by guiding potential buyers from their current mindset to one where they believe your solution addresses their problem. Having extensive data about the company you are prospecting, their customers, partners, competitors, and broader market context enhances your knowledge and ability to connect with your audience.
IDC’s Economic Impact Model quantifies the economic, ecosystem, and sustainability impact of information technology and companies at a global, regional or country level.
From a usability perspective, a more narrowly defined industry scope means less “noise” in the data, increasing the ability to find relevant information while decreasing the time it takes to do so. With less time spent in analysis, there is more time for execution.
Defining your market today and understanding where your opportunities lie in the future helps your team focus on the right customers and competitors at the right time. While an economic downturn can make this exercise difficult, there are actions you can take today to grow your market and your business.
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Utilizing a deep understanding of vertical, technology and country markets, IDC’s sales enablement practice delivers a considered plan to improve performance in sales and customer-facing teams, enabling organizations to better communicate the value of their solutions.
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