10Enhancing ABM with Technology:
How to Pick the Right Technology to Maximize the Effectiveness of Your ABM Strategy
By this point we hope we’ve thoroughly made our case that you cannot buy your way into an ABM strategy. If you have technology but don’t have a strategy in place, then you won’t have clearly defined objectives or use cases for your technology, and you won’t be able to prove the ROI for it.
At the same time, we recognize that when you see that this chapter is about adding technology to your ABM effort, a little voice inside is saying: “Not more technology! We’re already drowning in what we have! We’re not even using what we have effectively, never mind adding to it.”
In a sense, we agree with your little voice because of two numbers: 17 and 6,800. The average tech stack in a B2B company includes 17 applications,1 and more than 6,800 marketing technologies are out there.2 It’s quick to watch demos and write checks, but it’s slow and difficult to do a methodical job of matching the needs of your business with the right technology, given the thousands of options.
To make matters more interesting, it’s not like you can decide to wipe the slate clean with your existing tech stack; you need to make any additions fit in as seamlessly as possible with what you have, and it all needs to happen while staying open for business.
Therefore here is the most fundamental question: Is your ABM strategy ready for additional technology?
Identify Current Gaps
The first thing to ...
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