Maybe ABM isn't for you 🤔

Shiny object syndrome is very much alive & kicking in B2B marketing

Every few years, we hear a new buzzword 🐝 🐝

• Conversational marketing
• Account based marketing
• AI in marketing etc etc

Wait, they aren’t actually buzz-words

It’s just that some of us are unclear as to when to use which tactic

Here something we did at Recotap and I think you should definitely hear about it. Of a sample size of 100 demo calls our team went on…

Our team suggested to 40 of them that ABM isn’t what they should be considering

Yes, we at Recotap are an ABM platform ourselves

But, we just believe that picking ABM if you’re not a good fit will burn $$ & bridges

So, to make it easy for you, I’ve prepared a list

Exactly 6 points & no more

This will help you understand when to & when not to pick ABM

Should you do ABM Checklist

1) Annual Contract Value - Above $10K

Does it make sense for you to pick & market actively to a specific set of accounts?

It does only when the ACV of your customers is higher than $10k.

Don’t consider ABM if you’re a SaaS selling $49, $199 or so plans

2) TAM - 1500 companies or less

Look you’re selling in a niche.

And the market size is finite

And assuming your target market size is finite (1000-1500 companies), you have no other option than to start ABM

3) Buying decision is made by a committee

Your product or service is fairly complex

It has to be reviewed, approved by multiple folks in the same company - probably from different departments.

Building influence across the buying committee becomes your goal & ABM is tailor-made for that

If someone just puts in their credit card and buys your product, may be you should think twice before you start ABM

4) Your sales cycle is long (6-12 months or more)

ABM is like a tailored suit – it's fantastic when you need that perfect fit, but it might be overkill for a casual t-shirt occasion.

When your sales cycle is lengthy, you’ll need to build strong, personalized relationships with key accounts.

That's where ABM shines.

On the flip side, if your sales cycle is short, a broader approach could make more sense. (SEO, cold outreach, social etc)

5) You hate your sales team

Look, it’s no secret that the Marketing <> Sales relationship could use some therapy

But if you have the will to work alongside sales (cribbing or not), you have a good shot at implementing ABM the right way.

Marketing & sales need to work together as a revenue team for ABM to work well

6) You don’t have the patience (or resources)

ABM is like growing a Bonsai tree – it's a labor of love, and it takes some serious patience.

You nurture those relationships, trim away the unnecessary stuff, and slowly, you see it take shape into something beautiful 🌳

And these relationships take time to form

That’s why the strategic patience

Imagine your favorite TV show is about to release the next season – you know it's worth it in the end! 😄 (BTW, I’m sad that Billions is ending)