What should we do ? for client's continues business growth

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In 2019, account based spending was expected to jump by 41%, as organizations of all shapes and sizes are seeing positive results. Organizations that sell B2B solutions are expected to grow their account based investments exponentially.

With investments rapidly shifting to account based, enterprise B2B marketing is expected to ultimately become account based by definition. Consequently, traditional investments in volume-focused marketing activities are also expected to come under this purview. TOPO’s research reveals mixed investment plans for organizations with average target account annual contract values (ACV) under $25K; account based investments are also expected to decrease in these organizations.

Strategy

More small and mid-markets organizations are expected to spend 40% towards account based marketing. This increase is said to come from the growing importance of account based initiatives as it transitions from a strategic or enterprise sales segment to mid-market and commercial sales segments at enterprise B2B companies.

“As the go-to-market mix evolves, many of the best practices of account based strategy and execution will be adopted as general best practices for enterprise B2B marketing.”

Customer acquisition remains a top priority rather than expanding the existing customers. The larger companies ($1B+ revenue) split their account based focus in half between customers and prospects, whereas the smaller companies (less than $25M revenue) invest 18% of account based efforts in the existing customers.

Having a Strong ICP

An organization’s account based strategy revolves around a strong ideal customer profile. Without that, businesses won’t be able to align efforts to a shared list of target accounts. TOPO’s data reveals how effective ICP is, which is developed from both qualitative and quantitative inputs. Leading companies with strong ICP have seen a 68% higher account win rate, whereas 81% of top-performing organizations are confident in their ICP.

Additionally, organizations that combined qualitative input from stakeholders with prospect and customer data were 61% more confident that their ICP represents the attributes of the best accounts for the organization.

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