How Geospatial Companies Should Run ABM (Not Like Everyone Else)
Generic ABM fails in geospatial because it ignores industry-specific challenges: RFP-driven markets, multi-stakeholder decisions, technical validation requirements, and diverse industry verticals.
Why Generic ABM Fails in Geospatial
Most ABM programs are built for generic B2B SaaS, not geospatial. They ignore the unique challenges of geospatial markets: RFP-driven revenue, multi-stakeholder decisions, technical validation requirements, and diverse industry verticals.
How Generic ABM Breaks in Geospatial
Generic Industry Messaging
Most ABM programs use generic 'location intelligence' messaging that doesn't resonate with specific geospatial buyers.
The Problem
GIS professionals, urban planners, and logistics teams have different needs, but generic ABM treats them the same.
The Solution
Industry-specific positioning and messaging for each target segment (government, logistics, energy, etc.)
Missing Technical Validation
Generic ABM focuses on business value but ignores the technical validation requirements of geospatial buyers.
The Problem
Geospatial buyers need integration proof, API documentation, and technical architecture validation before purchase.
The Solution
Technical proof points, integration guides, and developer-focused content alongside business messaging
No RFP Cycle Tracking
Generic ABM doesn't account for the RFP-driven nature of geospatial markets (45% of revenue from procurement).
The Problem
Vendors miss opportunities by engaging only after RFP release, not tracking cycles and engaging early.
The Solution
RFP cycle tracking, procurement intelligence, and early stakeholder engagement before RFP release
Single-Audience Targeting
Generic ABM targets one decision-maker, but geospatial purchases involve multiple stakeholders across departments.
The Problem
GIS teams, IT, business units, procurement, and executives all influence purchases—but generic ABM engages only one.
The Solution
Multi-stakeholder mapping and engagement across technical, business, and procurement teams
How Geospatial Companies Should Run ABM
Industry-Specific Account Selection
Select and prioritize accounts based on geospatial industry verticals, not generic firmographics.
- Government & public sector (smart cities, urban planning)
- Enterprise logistics & supply chain (3PL, retail)
- Energy & resources (oil & gas, mining, utilities)
- Engineering & construction (surveying, infrastructure)
- Insurance & risk management (property, environmental)
Multi-Stakeholder Mapping
Map decision-makers across technical, business, and procurement teams—not just one contact per account.
- GIS teams and technical buyers (integration, APIs, performance)
- Business units and executives (ROI, outcomes, risk reduction)
- IT and security teams (compliance, architecture, integration)
- Procurement and legal (contracts, terms, compliance)
Technical + Business Messaging
Develop messaging that addresses both technical validation and business outcomes—not one or the other.
- Technical: Integration capability, API documentation, performance benchmarks
- Business: ROI, business outcomes, risk reduction, compliance
- Both: Case studies with technical proof and business impact
- Industry-specific: Use cases relevant to each vertical
RFP Cycle Intelligence & Early Engagement
Track RFP cycles and engage stakeholders before RFP release—not after.
- Monitor government and enterprise procurement portals
- Track RFP release cycles and requirements
- Engage stakeholders during problem recognition stage
- Build relationships with procurement teams early
Key Differences: Generic vs. Geospatial ABM
❌ Generic ABM
- • Generic "location intelligence" messaging
- • Business value only, no technical validation
- • No RFP cycle tracking
- • Single decision-maker targeting
- • Industry-agnostic approach
✅ Geospatial ABM
- • Industry-specific positioning and messaging
- • Technical + business validation and proof
- • RFP cycle tracking and early engagement
- • Multi-stakeholder mapping and engagement
- • Vertical-specific approach (government, logistics, energy, etc.)
Related Resources
Enterprise GTM for Geospatial & Location-Analytics SaaS
How to build enterprise GTM that works for geospatial software companies facing unique challenges.
Why Generic ABM Fails in Spatial & GIS Software Sales
Why generic ABM programs break in geospatial and what actually works for spatial and GIS software sales.
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