Tyler Pleiss (Senior ABM Manager at Clari) managed and executed ABM at 3 different organizations including Terminus and he learned that in most cases, you should not start engaging in ABM with a 1: many or 1:few approach. This often leads to ABM becoming nothing more than targeted demand gen — as teams are not changing sales/marketing motions, interactions and experiences. As Kristina Jaramillo (President of Personal ABM) and Tyler discuss below: When you take a 1:few or 1:many ABM approach, you focus on volume and pipeline vs. getting strategic accounts to revenue. This means you are not orchestrating ABM across sales/marketing/account teams and across the prospect and customer journey. You’re just pushing out content and messaging and making it more targeted and adding some personalization.
When You Listen to the ABM Done Right Podcast Above, You Will See Why Clari is Starting with a 1:1 ABM Approach…
You will hear how Clari is looking to penetrate 3 new market segments that are stuck in the status quo and are years behind other industries when it comes to revenue operations. Pushing out the same content and messaging that is driving engagement with other industries would not work. Clari needs to align with target accounts and their strategic priorities and see first-hand how they need to shift the sales/marketing conversation to reframe thoughts and ideas. They need to recreate account experiences so they can drive stage progression and revenue.
Instead of pushing and guessing, Tyler and the Clari team are learning from the individual interactions and how they need to connect with the disconnected. Jarod Greene from Highspot also talks about this topic in the ABM Done Right podcast below.