?? A new era of ABM

Hey, Game Changer! ???

We're in our ABM era but it doesn't mean that it has stopped evolving.

Over the last couple of years, it's taken a different form. But where does ABM stand today & where is it going?

Kacie Jenkins ?? , SVP of Marketing at Sendoso is here to share her take on the matter to help you get ahead of the curve.

[Watch the replay]

Here are the top 5 elements of an ABM program you need to be leveraging in 2024:

1. Importance of Human Connection: Brands need to connect with their audiences in a more genuine, meaningful way. Personalize your interactions and add a human touch to scaleable interactions whether that be through social media engagement, events, gifting, or direct conversations.
2. Game-Changing Tools: Many solutions are being developed to equip businesses with better insights for personalizing & streamlining their ABM efforts. Implementing intent & signal-based tools will help you identify patterns, preferences, or behaviors to more effectively engage your audience.
3. Harmonization of Teams: Full alignment and communication are integral to creating a well-oiled ABM machine. Encourage collaboration & communication within your GTM team through regular meetings, defining clear roles, setting shared goals, and creating workflows that necessitate cross-team cooperation.
4. Understanding the Customer Journey: Analyze your customers’ interactions with your brand, including their behavior on your website, their responses to emails, and their activity on social media. Map out the customer journey and use these insights to personalize your ABM programs.
5. Identifying signals: ABM has encountered a shift towards more data-driven personalization. By honing in on strong intent signals you can easily customize the message for each account based on their unique situation and use case. The key is to focus on the highest intent signals rather than getting distracted with signals that show little intent.

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"We're really doubling down on webinars. When they're designed as more of an informative actionable conversation, these are really great ways to take someone just a step deeper into the topics that we know that they're interested in." - Kacie Jenkins

GAME CHANGER OF THE WEEK

Todd Busler, Co-Founder & CEO of?Champify

If you don't know Todd's story, you're in luck. He recently shared his strategy for unlocking some of the highest converting contacts which eventually lead to the genesis of Champify. Hear his approach to tracking customers as they change jobs, here.

OTHER NEWS

[Hot on social] What companies are making waves in the GTM space? Jared Robin & the RevGenius team created a list of the 50 start-ups climbing to the top with some of the most innovative solutions for GTM teams.

[Tool of the week] Mutiny ?is known as the go-to website personalization solution that helps marketers build conversion worthy experiences tailored to specific target audiences. But they've recently taken this to the next level with?AI-powered 1:1 microsites. If you want to check it out you can take a self guided tour,?here.

?See you next week!