Adventures with ABM

Reaching the destination effectively requires both navigation and the right vehicle. An innovative Huddler renamed their ABM to ABCS (Account-Based Commercial Strategy) “to showcase the close connection between Sales and Marketing.” This encapsulates the essence of ABM: bridging the divide between these two pillars.

They emphasized, “This is a joint effort—we need the sales account managers to figure out the needs of a targeted account and what that account is trying to accomplish.” Piloting this new approach on just three accounts, they are finding the quickest routes to winning: identifying key decision makers, understanding project priorities, and brainstorming uniquely tailored content.

Though advanced GPS-like tools like DemandBase or 6Sense can help inform the journey, one can still navigate using an old-fashioned map. As some have pointed out: “If you want to start implementing ABM, you should do it without a system. Get a pilot going and then you’ll be able to make the case for the software tools.” The essence lies in collaboration with sales teams, segmenting the market, and identifying potential-laden accounts.

• The Long Route: Just as some trips can be longer than anticipated, so can certain sales cycles. ABSM (Account-based Sales & Marketing), yet another name for the same journey, can be a godsend in scenarios with extended buying cycles. As a Huddler noted, “ABSM was really helpful since we were able to do targeted messaging to solve the buyer’s pain points,” emphasizing the improved trust and synergy between sales and marketing.
• Partner Programs: Transitioning from a volume-driven model to a more customized experience is key. By segmenting partners based on revenue potential and their progression status, companies can create more tailored strategies.
• The Fast Track—Existing Customers: Investing in existing customers can yield significant dividends. The integration of customer data, however, remains pivotal. “Delivering an account-based experience is totally dependent on having the data accessible,” says a Huddler. Moreover, it’s crucial to ensure alignment across teams, including Marketing, Sales, and Customer Success.

• Data is King: Ensure you have clean and reliable data. One Huddler boasted, “Our Salesforce data was really good so we could trust the data and that was a huge head start.”
• Patience Pays: ABM isn’t an overnight success. “It takes a while to get the flywheel rolling – at least 6 months,” a seasoned expert shared.
• Sales Collaboration: Aligning closely with Sales is non-negotiable. Remember, “We started with a subset of accounts and came up with tactical initiatives together with Sales, combined outreach, started measuring and proving it worked.”
• Tech Adoption: While starting without specialized tools is possible, embracing technology is essential as your ABM matures. As aptly described, “We took a crawl, walk, run approach, and pretty soon, people were asking for more automation.”
• Choose the Right Sales Partners: Engaging with progressive salespeople who are open to experimentation can be a game-changer.