At Personal ABM, we believe that while 1: many and 1: few are an important part of an account-based GTM – it’s not ABM. In our podcast episode, Kristina Jaramillo, Eric Gruber and Nancy Harlan discuss 1:1 ABM and how it can be used for account expansion.
Key Ideas From This ABM Done Right Podcast with Nancy Harlan:
- With 1: few you group or cluster accounts based on commonalities, industries, regions or use cases you want to sell and you’re doing great targeted marketing. But ABM is supposed to be about the customer where you are 100% relevant to the industry, company and the human buyers within those accounts vs. focusing on commonalities.
- Tech partners like Demandbase, Folloze, Uberflip, and 6sense mention that they are delivering an account-based marketing platform, but what they’re delivering is a highly targeted marketing platform that is based on the commonalities of the accounts you’re trying to engage. When you think about ABM, the focus should be on who the customer is, the unique value prop to that specific customer, and how you can package and deliver it in a meaningful, relevant way. That requires a 1:1 approach that goes beyond tech.
- 1:1 ABM is especially critical after a deal is closed, as you need to be able to tell the account story to penetrate other business units, regions, or markets. You need to be able to show the state of the business prior to working with you and the impact you had – and the value engineer where the next areas of opportunity lie.
- UiPath supercharges their 1:1 ABM efforts by working with their clients’ champions to jointly build their strategic plan to drive awareness and demand within their respective businesses. When you doing it alongside the customer, it’s ABM on steroids.
- To do 1:1 ABM for existing customers, you need to engage in customer segmentation and do a data analysis that goes beyond who is giving the highest deal sizes now. You need to look at growth potential, margins, who’s getting the most value, where the greatest alignment lies, what the relationship looks like, and who will give you the longest term partnership.
- 1:1 ABM for existing customers is not about driving the next deal. It’s about driving the next huge revenue streams out of the customer year after year. This is why thinking about doing ABM for existing accounts for 1 year is short-sighted. You need to think about a 2 to 3+ year horizon.
After Listening to the Podcast Above, Watch This On-Demand 1:1 Webinar:
Check Out These Additional 1:1 ABM and Account Expansion Resources:
- Blog Article: How a Personal 1:1 ABM Approach Wins with Status Quo Accounts and the C-Suite
- Podcast: How Gong Takes a Less is More Approach to ABM
- Podcast: Why Clari Used 1:1 ABM to Penetrate 3 New Market Segments
- Podcast: Why Scale.AI Started with a 1:1 ABM Approach
- ABM Case Study: How Ascension Logistics Used 1:1 ABM to Drive Margin Growth and Greater Profitability with Accounts Like Sephora
- ABM Case Study: How RGL Logistics Protected and Expanded Its P&G Account with 1:1 ABM