It’s often easier to start an account-based marketing (ABM) initiative than to scale it up, moving from early adopters to the early majority. Even when pilots succeed, changing behavior en masse requires proof of value. That means clearly capturing the program’s impact and linking it to business results.
The first step is to pick the right sales teams and customers for the project—teams that welcome marketing and have customers open to marketing involvement. Second, scour the organization for existing metrics that can be used to compare the pilot with the broader universe of accounts. Track the differences, refine your approach if necessary, and use the results to demonstrate proof of the value of your ABM program. Finally, mix numerical metrics with customer quotes, ideally from customers chosen at the start for maximum impact within your organization.