TLDR:
ABM has been around for some time, and it’s already proven its value. Having said that, there are some things to keep in mind when coaching clients on the case for ABM to their decision-makers. Advise them to approach clients on an inside-out approach, not outside-in. Coordinate budgeting. Get the attention of stakeholders through personalization and unconventional tactics. Launch ABM campaigns in portions.
ABM is a pretty straight-forward thing: personalize marketing towards the accounts desired. The only issue is, how do you get the decision-maker to agree?
Marketers don’t need a complex strategy any longer to reach them. The majority already report substantive gains on returns.
When coaching clients to make the case for ABM to their buying committee, there are a few things a marketer must keep in mind.
First, when they target accounts, as a general rule, they shouldn’t take an inside-out approach. Rather, they should develop an outside-in take. It makes sense, the more people know marketers, the more they’ll talk about them. Eventually, this chatter reaches the decision-maker. It can also help marketers get noticed by other stakeholders.
Second, tier accounts and prioritize messaging.
Third, now that marketers got the decision-maker, work down-the-line using a few tactics:
- Try targeting high-priority prospects on their social with personalization efforts.
- Be innovative with your outreach attempts to get noticed.
- Get advice on how to best approach people in target accounts by leveraging peers in similar roles.
- Add value to presentations by offering VIP events like lunch and learns, a dinner, or exclusive networking opportunities.
Just be aware that ABM takes time to show gains, up to six months or longer.
When everything’s all set, execute an ABM strategy in portions:
- Make sure ads link to demand generation content
- High-value prospects consume downloadable offers, like a whitepaper, eBook, etc.
- Sales enablement
Marketing should provide sales with everything they need to be successful.
There are absolutely no excuses why an organization shouldn’t be seeing results so long as marketers follow the plan. Create a detailed strategy, align efforts with sales, and just let it loose to make marketers distinguish themselves from the pack.
Original article from Forbes on 18 June 2019.