ABM: Back to basics

The current business environment underlines the importance of targeting the right accounts at the right time, and in the right way.

When people start with ABM initiatives, they often ignore the question: which accounts should I check? Ultimately, ABM only works if you know which accounts they are likely to buy and what they can sell.

A simple message from Gil Canare, former senior research director at SiriusDecisions, now another professional in B2B marketing technology. But what is easy to understand is not always easy to implement, even in a business environment where the foundation is right.

Can these accounts be purchased? “Especially now,” he continued, “there are some external factors, how can they buy these accounts? Delete them, expand them?” Companies struggling with their ABM strategy may not have found the best way to direct their efforts.

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Canare spoke in November about an episode of MarTech Live. It’s not just about the right accounts, but also signing up at the right time – they may be looking for something like your product, but they’ve already bought it from a competitor or will have to leave the recorder. the first quarter of next year. How do you identify accounts in the market?

Three things to consider. “I divide this problem into three parts,” said Canare. “The first very important element in these types of markets is purchasing power. Can they really buy? You have to look at him dissatisfied; look at the industry data, look at your finances. Is the next step to feeling this after understanding? This is where the intention comes into play. And the last part is that they will probably buy from you, which is the trend.

More information here on the advice of Gil Canare and ABM consultant Pam Didner.

Another simple but important rule for marketers: find out what the sales team thinks. What if marketing doesn’t talk to sales? “It’s a giant red flag,” said Canare. The capacity research above can be done both externally and through discussions with the sales team, explains Canare. “This capacity problem is now critical.”

Digital engagement. When it comes to interacting with accounts, Canare recommends looking at what has changed in the past year. One of the closed channels is mainly the informal sales channel. When I was at SiriusDecisions, I spent a lot of time with my customers, and these were really random conversations that sales teams didn’t have at the time.

Sales teams are exploring ways to recreate this type of spontaneous engagement. As sales conversations now look more like digital conversations, the need arises that the customer’s digital journey is not just a series of clear programs, but also connected to sales conversations. “There may be two other parallel streams where you have a series of sales calls with digital support – now everything is digital.”

Because we care. B2B sales and marketing teams are likely to have an ABM strategy in place, but as the second year of the pandemic begins, it is important to confirm that the basics are in place.

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