Within this ABM Done Right Podcast episode, Briana Evans joined Eric Gruber (CEO of Personal ABM) to discuss Meltwater’s move from ABM to ABX. This was a logical next step for Briana as she initially comes from a sales and account management background where she partnered with sales on:
- Goals and how to achieve the goals together
- The accounts they want to target
- The current state with accounts and where they want to be
- The strategy for going after key accounts
- Everyone’s role in the strategy
- How they’ll be dividing and conquering and how and where the team will come together to win.
Listen to the podcast with Briana Evans below:
Here Are the Key Learnings From This Podcast with Briana Evans and Eric Gruber:
- ABM is not about marketing ownership. It’s not about marketing supporting sales. This is one of the key reasons why Briana moved from talking about ABM to ABX as it’s a strategy that spans across the entire GTM where all teams are an equal partner. This means partnering with RevOps to define the ICP and who’s part of the 1:1, 1: few and 1: many programs. This means partnering with sales on the strategy for the different accounts, how we’re thinking about these accounts and how we’re incorporating the messaging across teams for a cohesive account experience.
- When engaging in ABX, you need to think about unifying teams as one company, one team – and how this will be represented every time teams show up and engage with future and existing customers. The experience that one team delivers will impact the experiences that another team delivers, which will impact the overall CX and the long-term growth potential of key accounts. Click here to read our case study on how DAT improved the account experience to drive stronger revenue growth.
- ABX involves product as we should be nurturing from a leadership, sales, marketing, customer success and product perspective. On the ABM Done Right Podcast below, Corrina Owens talked about how many ABM programs are failing to include product:
- Meltwater’s ABX program has 3 pillars. The first pillar is being part of the GTM leadership team working with the CRO, RevOps, Sales Strategy and Operations, Product and Customer Success leaders to have marketing representation as they build out their GTM programs vs. just sales plays. The second pillar is their account-based experiences team that focuses on how can we have the greatest impact on the accounts list. The third pillar is to scale for revenue impact and apply the learnings from their ABX programs that can be applied to all enterprise accounts.
- Meltwater is integrating 1: many, 1: few and 1: 1 programs vs. using ABM just as a tiering, segmentation and prioritization strategy. Their 1: many programs focus on their ICP in general vs. the TAM and it’s more persona-based. Based on engagement, the Meltwater team then takes a 1: few approach where they are clustering similar accounts with similar characteristics and situations where they can increase their relevance and further drive demand. Then based on engagement levels, if accounts have a strategic priority and if there is a differentiated story to tell, they move accounts to 1:1 where they tell the account story to get accounts to revenue.
- When it comes to intent data and platforms like 6sense, Meltwater focuses on how they look at it operationally, how do they look at it from an enablement perspective and how does it play into all of their other available tools. They understand that 6sense and intent data is not something to react to – it can help you prioritize accounts to take a deeper look, uncover why there is intent and engage based on the account story. They understand that 6sense can help inform and guide the interactions vs drive the interactions. For example, it can inform sales and marketing teams of other areas that key accounts are looking at that may not have been mentioned by the buyers. They look to see how they can incorporate this knowledge into existing conversations.