ABS versus CBM

What is Business Development?

ABM versus CBM

What's the difference?

ABM and CBM support Active Prospecting.

Here's the difference...

1. Account Based Marketing (ABM)

TARGET
ABM typically targets specific prospects by name.

Prospects are highly desired Pre-Qualified leads that should:

· Match an Ideal Customer Profile (ICP)
· Have sufficient funds to purchase the product
· Have a need for the product
· Be highly referenceable customers

EXAMPLE
Target top 100 corporations in your community
(also called the “Dream 100” method).

HOW IT WORKS
a. Prospect Development (BD) identifies target prospects and provides names to their marketing.

b. Monitors ALL intent signals (Zero Party to Third Party).

c. Marketing generates ads that should resonate with prospect.

d. Marketing targets pospect with ad campaigns to maximize prospect awareness (Awareness Phase) and spark engagement (Activation Phase).

2. Content Based Marketing (CBM)

TARGET
CBM targets prospect that are:

· Problem Aware actively engaging with your content
· Should have sufficient funds to buy the product
· Could become highly referenceable customers

HOW IT WORKS

a. Monitor Zero Party to Second Party intent signals.

b. Confirm prospect is In-Market and still in Activation Phase.

d. If prospect has Declared Intent, send them to Sales for Conversion Phase.

d. Deliver valuable content to the prospects in Activation Phase and nurture them into the Conversion Phase, with a strong preference for your product.

BOTTOM LINE

ABM targets the bottom 90%
Iideally, tries to avoid wasting ad resources on bottom 30% since they are "Absolutely Not Interested."

CBM targets the top 10%
Ideally, tries to avoid top 3% since they are already in Conversion Phase sales process.

CBM may be more efficient than ABM because it identifies target accounts that are already in-market. In addition, the source of intent signals may come from the more reliable zero, first, and second party data sources.

Tony Gray, BDP
Author of the Business Development Body of Knowledge

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