On the very first episode of By Marketers For Marketers, James Gilbert, Head of Marketing at CRMNext, and Jason Widup, VP of Marketing at Metadata, talk about what it really means to do ABM.
Often Marketing defines their ABM campaigns w/o Sales, then goes to Sales to sign off on the campaign, which falls flat. Marketing ends up doing air cover ads to support what Sales is already doing in their key accounts, resulting in a disjointed and ineffective GTM approach.
Build Demand Gen and ABM together under GTM–you need both
How CISCO did it:
– Start with the data.
– But don’t just take the list from Sales
– Triangulate the Data, to validate it
Marketing, don’t just say: “Sales, PICK the accounts you want to go after.”
Instead, Triangulate with:
a- Sales (Opportunities, Sales Velocity, Industries)
b- Customer (Renewals, Upsells, Churn, Industries)
c- Product (Product Roadmap, Feature-Benefit Use Cases)
d* Marketing Ops
– SEO, Paid Search, Analytics (I’d want this in Marketing Ops, so help make the data actionable)
– That can provide deeper actionable insights, to build an ABM list
– Rather than pushing this data all over to Sales
– Bring them in earlier (Planning and Strategy phase)
– Provide them an entire Powerpoint: All the insights from every system we have in one place
Just as much about getting people to self-select out…
– As to keep people moving through
* Don’t be scared putting out content that self-selects people out
– “Self-selecting content is the easiest way to find the low-hanging fruit.”
-ex- Review sites:
– A friend recommends it
– A BDR reaches out, and you ignore it…
* A BDR is a middle touch
– You may go back and look at customer reviews…
– Later you may go back and look at feature comparisons…
* None of these are first or last touches…
* And they often don’t get tracked because they’re middle touches!