Featured Article: How a Personal 1:1 ABM Approach Wins with Status Quo Accounts
Most organizations are looking for scale, so they automatically tune to 1:few and 1:many ABM programs. Less than 1/3 of ABM programs have a balanced approach that includes a 1:1 ABM, where sales, marketing, and customer success teams speak directly to the human buyers in accounts they want to win, protect and expand. It’s these companies that are taking a more personal 1:1 ABM approach that are driving success when it comes to increasing deal size, improving win rates, and driving ARR, GRR, and NRR growth.
Unfortunately, 69% of ABM programs underperform because GTM teams lack the alignment they need with target accounts. They lack the relevance they need to make an emotional connection with human buyers. They lack the account intelligence that is needed to guide social, email, and live conversations
In this article, Kristina Jaramillo (President of Personal ABM) shares why companies need to go beyond personalization, stop taking a camouflaged 1:1 approach, and start getting personal with tier 1 strategic accounts.
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Intent data platforms like Bombora, ZoomInfo, True Influence, 6sense, LeadSift, Intentsify, and many others are enabling sales and marketing teams to rapidly evolve their programs from mass spray and pray tactics, to more targeted, personalized outreach campaigns. While sales and marketing teams have accelerated their prospecting efforts, more than 50% of organizations using intent data are not seeing significant business impact. In fact, LinkedIn's State of Sales Report shows that 44% of organizations are seeing huge drops in responsiveness to phone, email, and social outreach. A Challenger study shows that the biggest challenge for 50% of sales and marketing teams is getting a response from buyers.
Why ABM Programs Underperform Even with Terminus, Demandbase, 6sense & Others in the Forrester New Wave for ABM Platforms
ABM has become synonymous with the technology that enables it....6sense, Demandbase, Terminus, Madison Logic and others found in the Forrester New Wave for ABM Platforms. In the video below, you will see how technology is only 1 piece of the ABM puzzle and that ABM...
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