Your ABM goal makes no sense if..

2024 planning is well & truly underway

Now is the time to take stock of your marketing priorities

After speaking with over 500+ B2B marketers about ABM plans (in the past 5 years)

We’ve gained a deep understanding of how ABM planning is done

And the reality is..

Some of them made this seemingly small mistake

But it cost them a lot of buck and bother

Here is one such conversation

B2B Marketer - Our 2024 ABM strategy is designed to acquire new clients

Me - Okay, did you get sufficient budget for that?

B2B Marketer - Not really, my company wants to increase product adoption among existing customers first

Me - That’s a misalignment hiccup.

What should this marketer do?

Align ABM goal to their company’s goal

i.e Focus on nurturing and upselling to current customers to boost product adoption via ABM

Here's another scenario -

B2B Marketer - Our ABM goal is to increase one-time sales by 20% in Q1 of 2024.

Me - Cool, what is your company’s big goal in 2024?

B2B Marketer - Well, they want to shift to a subscription-based model soon

Me - And your goal is to increase one-time sales? Rookie mistake.

B2B Marketer - What should I do?

Me - Align your ABM goal to your company’s big goal

i.e Focus on nurturing long-term relationships that can turn-on subscription benefits

Always Do This

Your ABM strategy should always fit into your broader business goals.

It’s very basic

But it helps in so many ways

• achieve top-down alignment
• foster cross-functional collaboration
• enhance operational efficiency
• fuel revenue growth

Most importantly, aligning your goal to your company’s big goals makes it much easier to get buy-in

Key Takeaway

Align your ABM goal to your company’s goal. Nothing else.