ABM Done Right Blog

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 Is Not Enough to Turn Opportunities into Revenue

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.

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Moving From a Transactional Sale to a Strategic, Account-Based Enterprise Sale Needs to Start with Marketing

We’ve been talking to Chief Sales Officers, VPs of Sales and other sales leaders that are wanting to move away from a transactional sale to a more strategic, account-based selling motion. However, instead of this being an organizational-wide initiative, it’s one that the sales team is undertaking on its own with limited success.

Read this article to see why enterprise sales transformation needs to start with marketing – and how we need to change the complete go-to-market.

How Marketing Teams Need to Align with an Account-Based GTM

ABM does not stop after an account is in the pipeline. ABM focuses on the journey a buyer takes from start to finish. Every touchpoint and piece of content forms part of the account experience with the aim of drawing an account through the sales funnel to a closed deal.

Impacting the buyer journey and customer lifecycle requires an account-based marketing alignment and integration across marketing teams. Read this article to see the role that product marketing, demand gen, field marketing and customer marketing can play in an ABM program.

RollWorks Is Only 1 Piece of the ABM Puzzle & What GTM Teams Need to Deliver Revenue Growth with ABM

We’ve been talking to technology companies using the RollWorks account-based marketing and advertising platform that are questioning if they should remain a customer. This is a common thread across all ABM platforms including Terminus, Demandbase, 6sense, Madison Logic and others as their customer success teams report 50%-60% client churn. The problem is not the platform itself – it’s how teams are approaching the platforms and having it drive their ABM programs vs. support the strategy.

Read this article to see how RollWorks is only 1 piece of the ABM puzzle.