Account-Based Marketing (ABM). It’s not a new concept. Sixteen years ago it was coined by ITSMA. ABM impact on B2B marketers, sales teams, and ultimately customers is only now being realized. It’s a seismic shift. So expectations of marketers’ performance have shifted mightily.
If you’re wondering why this ABM book is different, it’s written by the people who know ABM best, Chris Golec, Peter Isaacson, and Jessica Fewless. This is an ABM how-to book from the perspective of marketing and sales executives who have lived it and seen it all. These three have worked in marketing/sales leadership roles for over a combined 25 years, and have participated in 1000+ customer and 2000+ prospect meetings. Seriously! They know the challenges faced by sales and marketing to meet revenue and business goals. Increasingly, marketers KPI’s are tied to the pursuit, deepening engagement, and acquisition of high-value accounts.
This book for marketers (sales too) is chock full of mini-case studies and a practical step-by-step primer! How would you build an ABM strategy, create a target account list, get organizational buy-in, initiate a pilot program, measure outcomes, evaluate technology? You can find all that and more in the book.
Want a sneak peek? See below for our 5 key takeaways:
1. Steering the Ship
ABM is neither a tool nor a technology. Instead, ABM is a business strategy. A captain must chart the course before steering the ship, right? ABM strategy is a proactive process, emphasizing sales and marketing collaboration, focusing on quality over quantity, providing greater efficiencies in time, money, and human resources. You’ll learn to uncover high-value accounts using more sophisticated website personalization technology to engage multiple decision-makers within an organization.
2. Getting to the “We”
Organizational change is inevitable, though not always easy. This book gives marketers a way to get organizational buy-in to an overarching ABM strategy. It describes the benefits of integrating sales and marketing around ROI. It provides practical suggestions for marketers to reorient their perspective around high-value accounts (not leads), which fosters alignment with sales process. It helps to identify ABM champions. And it addresses what to do about those (pesky) internal team objections. This “WE” process will help to create team alignment, shared goals, increased efficiency, and ultimately achieve measurable business outcomes.
3. Starting with the Letter “A”
Figuring out your “Target Account List” or TAL is perhaps the most critical part of a successful ABM strategy and personalization tool. It guides you step-by-step to create a high-value prospect list that your company will align time, money, and human capital. You will learn to set TAL goals, determine list size, whether to focus on prospects and/ or customers. You will also see how to target a high-value list of partners and existing customers by vertical industry, longevity of customer relationship, size of organization, and product usage.
4. Taking Baby Steps
You’re probably wondering how ABM will work for your company, and what’s the best way to go about it beyond setting the TAL. This book provides a handy 30-60-90 day pilot program to test the waters and measure outcomes before scaling up.
Ok? You’ve piloted a program. You’ve figured out the bugs in the system. You’ve got a team on board. You’ve measured the success of the pilot. You’ve got organizational buy-in. Once you’ve integrated the learnings, you’re ready to scale up.
5. Selecting the Right Technology Blend
Once you have your ABM strategy in place, now it’s time to think of technology to help implement or group your program. This book will provide a way to evaluate technology, grouping them into 5 major categories. Utilize the set of compiled questions for how your organization should think about your tech stack. Identify the technology gaps and who should be involved in the decision-making.
Ready, set, JUMP!
Go ahead, jump into the deep end and check out the book! Be clear why Account-Based Marketing will bring your organization to a new level of collaboration and performance. And as marketers, you will no longer be the stepchildren of revenue generation. You’ll be able to prove your financial worth to the organization. High fives all around!