TLDR:
Once marketers have the basic tenets of ABM integrated with their strategy of ABM 1.0, it’s time to blend it with ABM 2.0. This version of ABM is faster than before, and at the same time, more complex. The TEAM framework—Target, Engage, Activate, Measure—makes this strategy shine, and a new model makes it shine brighter.
Terminus has been hard at work ushering in a new era of ABM—one where it will be more streamlined and operate with greater efficiency. The era that preceded it—a time Terminus called “ABM 1.0”—was centered around lead-based metrics.
Make no mistake—it was ABM without a doubt; it was simply a skeletal, bare-bones form of ABM. In “ABM 2.0,” the strategy is built upon the existing 1.0 model and further enhanced, which would mean marketing and sales are brought closer together. In addition, ABM 2.0 concentrates more on actionable metrics in a targeted assortment of channels.
And ABM 2.0 is witnessing great success with a specific framework called TEAM—Target, Engage, Activate, and Measure. In spite of the astonishing success of TEAM in its implementation in ABM 1.0 models. the model has to be framed differently in ABM 2.0.
Enter the Walk, Crawl, Run sub-model; it’s a framework that exists within TEAM. It can best be explained as it operates in walk/run stages inside each phase of TEAM:
In the Target phase, the walking stage is developing a top 100 target account list. The running stage is incorporating feedback marketers get from the sales department to refine their target account list.
In the Engage phase, the walking stage is engaging that list of target accounts identified and refined with the help of the sales team. What’s important to note here is that when marketers engage all efforts with Terminus at the same time, marketers get mixed results. The running stage is to strategically layer ABM efforts across channels. Start one in the campaign window, another a couple of weeks later, another when the campaign’s done.
In the Activate phase, it’s all about providing sales with the right data and metrics. In the walking stage, marketers deliver lead-based metrics to sales. In the running stage, marketers give sales MQAs instead of MQLs. Rather than getting data that’s marketing or sales qualified central to the lead, marketers see account-specific information qualified by marketing and sales.
In the Measure phase, the walking stage is comparing and contrasting the results marketers get from lead-based results to ABM efforts. The running stage measuring the metrics that really matter— targeting the right people in the desired account to move your business forward. This way, marketers can shorten the sales cycle.
Original article from Terminus on 22 April 2019.
