ABM has gotten so sophisticated that targeting, tactics and data tend to be the primary lens through which ABM is viewed.
DEMANDBRIGHT
’S view is that while #accountbasedmarketing success or failure is certainly a byproduct of excellent tactical execution, it’s often bigger picture factors such as overall market positioning strategy and true sales and marketing partnership that are important bedrock conditions for success.
?Greater Insight, Bigger Ideas, Compelling Experiences ?
- Big/compelling ideas break through: ?All the sound ABM tactics in the world won’t matter without the power and impact of a big idea. This is marketing at its core—the identification of a truly unique proposition, communicated in a way that grabs attention and interest. In an era of noise and competing value propositions, big ideas and cut through the clutter and inspire action. Bottom line: Big ideas matter and can make the difference
- Go deeper on buyer insight: ?Most ABM programs take a shallow approach to ICPs, concentrating primarily on role-based needs identification and motivators. While this approach is an important bedrock, digging deep to discover specific solution needs, the target company’s overall stack, and the target customer’s history put you in a far better position to succeed. Bottom line: Buyer insight is way more than a “check the box” exercise
- Tactical execution is key, but it should all add up to a superior customer experience: Many ABM programs focus on tactics as their first order of business. And while tactical execution is a hallmark of successful ABM, the totality of what customers and prospects as the key value-add of your product or solution should drive your tactical decision-making: Bottom line: Experience trumps tactics
?Alignment Inspires Action
- Sales and marketing need to go beyond words and act as true partners: Sales and marketing are often measured on different KPIs and thus are behind the eight ball from the outset. Establishing a common base of KPIs such as pipeline influenced from ABM campaigns, pipeline velocity, closed business and ROAS will align intent and activity. Bottom line: Alignment happens with common KPIs and a single source of truth
- Senior management buy in and direction is not optional: Getting on a base of common KPIs likely requires buy in and advocacy from senior management as sometimes, ABM requires that teams act and interact differently than has been the norm. And the teamwork, budget and commitment required to execute ABM successfully will come from the top. Bottom line: Commitment from senior leadership is a gating factor to long-lasting ABM success
At DEMANDBRIGHT, we take a holistic approach to #b2bmarketing and #abm , combining #gtm strategy, advanced #analytics , game-changing campaign and #content platforms, ABM execution and #organizationaltransformation to deliver scaled and sustainable results for our clients. www.demandbright.net
