Mimi Rosenheim, Gina Balarin and Robert Taylor, and Andre Yee
The ABM funnel is more like a champagne glass than a traditional mojito glass, according to Mimi Rosenheim. It’s the consistent presence of marketing and more selective targeting that she says is really significant when you put the numbers on it.
But it’s not just about marketing. Mimi believes to perfect the champagne strategy you need to create the right target account list, and focus on campaigns that drive revenue. Ultimately this involves the sales team.
Alignment is key to ABM and you’ll have to convince your sales team that just doing demand gen is not enough to secure the really big wins. You need to be more targeted, and there’s small steps to achieving this. For example, your sales team could still go to an event but perhaps a smaller event where there are more of the people you actually want to talk to.
4 tips for ABM
Andre Yee feels the conversation on ABM needs to move on from the concept. We know all about the strategy in theory, but what about in practice?
He provided four key takeaways to help your ABM work in the real world.
“The modern buyer is multi-channel,” he said.
Andre’s 4 key takeaways
1. Tactics are not ‘one-size-fits-all’. Determine your ABM model and align the right tactics to it.
2. Benchmark your current state. Audit your account engagement and contact tiers, and validate the target account profile.
3. Show success with ABM KPIs. Define and anchor around five golden metrics.
4. Extend account insights to sales. Operationally connect marketing with sales.
ABM requires a story that’s so relevant and appropriate to a prospect they will engage with it. Gina Balarin says case studies can be a good way to achieve this because it connects with both the head and the heart.
However, a good story will only get you so far. Technology can proliferate your reach to the decision-makers within your account. Robert Taylor says there are many tactics to deliver hyper-personalised stories, and it’s wise to be mindful of what you choose, in light of GDPR.
The use of LinkedIn to communicate stories has been popular since the regulation came into force. InMail is particularly useful as it feels more personal, and he has seen greater engagement through the message platform than on email.
Read the full interview with Gina and Rob here.