Adventures in ABM
Drew Neisser
CEO @ CMO Huddles | Podcast host for B2B CMOs | Flocking Awesome CMO Coach + CMO Community Leader | AdAge CMO columnist | author Renegade Marketing | Penguin-in-Chief
As I made my way from NYC to Boston to California (and back) this month, I couldn’t help but think about the different ABM journeys that CMO Huddlers shared in a month’s worth of Peer Huddles.
No two journeys look the same. Some CMOs drove different makes and models, others used different GPS systems to plan their routes. In this edition of Huddle Up, we explore 4 of the top takeaways from these conversations no matter where you are in your ABM journey.
1. ABM - The GPS of B2B Marketing
Reaching the destination effectively requires both navigation and the right vehicle. An innovative Huddler renamed their ABM to ABCS (Account-Based Commercial Strategy) “to showcase the close connection between Sales and Marketing.” This encapsulates the essence of ABM: bridging the divide between these two pillars.
They emphasized, “This is a joint effort—we need the sales account managers to figure out the needs of a targeted account and what that account is trying to accomplish.” Piloting this new approach on just three accounts, they are finding the quickest routes to winning: identifying key decision makers, understanding project priorities, and brainstorming uniquely tailored content.
2. Starting Your ABM Journey without Advanced Tech
Though advanced GPS-like tools like DemandBase or 6Sense can help inform the journey, one can still navigate using an old-fashioned map. As some have pointed out: “If you want to start implementing ABM, you should do it without a system. Get a pilot going and then you’ll be able to make the case for the software tools.” The essence lies in collaboration with sales teams, segmenting the market, and identifying potential-laden accounts.
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3. ABM in Different Use Cases
4. Key Pit Stops on the ABM Highway
While the name might vary—be it ABM, ABSM, or ABCS—the crux remains the same: a highly targeted and integrated approach that requires closer ties between Sales and Marketing. As B2B CMOs, embracing the ethos of Account-Based strategies will not only refine your targeting but also force a mutually dependent relationship with your Sales counterparts.
Have any other thoughts about ABM? Feel free to reach out.
MarTech entrepreneur (3 exits), cofounder at Marketo and Engagio, board member, keynote speaker
1 年Excellent post with good POV about ABM. Thanks!
Mission Driven Marketing Leader | CMO/VP of Marketing | Identity Verification & Fraud Detection | Storyteller | Growth Marketing | Scale Builder | Multiple Exits
1 年Drew Neisser great article. The Key PIT Shop should be etched in the back of every ABM strategy. The other factor is that ABM execution can be multifaceted and in point three he clearly articulates multiple use case. I personally like the "Fast Track".
Full Stack VP Marketing | Expert Brand, Demand Gen & RevOps | 10x Growth for Fintech, Martech & Startups
1 年Drew totally agree with your metaphor here. Too often ABM gets seen through the lens of a tool instead of as the process. Looking at the ABM journey so you see the difference between the tools and the practice is key. You might have a great GPS or a really fast car, but if you don't have the right people 'riding shotgun' (e.g. sales) then the journey could leave you further from your real goal instead of 'closer to your destination!'
Head of Marketing at Level Agency | Unlocking customer acquisition growth through digital marketing & advertising
1 年Definitely pays one way or the other to implement an ABM motion to at the very least get sales & marketing singing off of the same songsheet. If nothing else, it buys marketing a realistic amount of time to deliver pipeline while getting the sales team bought-in and participatory in the process (vs. being passive or worse, antagonistic.)
Head of Marketing at Level Agency | Unlocking customer acquisition growth through digital marketing & advertising
1 年Re: #2, you can definitely start ABM (or ABCS / ABX / etc.) with a lightweight approach. I recommend targeting key accounts and driving initial engagement / website visits via LinkedIn Ads. Then measure account engagement via tools like LinkedIn Insights or Clearbit Reveal. Last, re-engage and nurture via cheaper channels like Google or Facebook retargeting + sales outreach.