When asked by Salesforce to present our philosophy on Account-Based Marketing we jumped at the chance to challenge the status quo, share our strategy and knowledge, and talk about how we use technology to scale!
Account Based Marketing (ABM) is not a new concept. It supports the approach that each prospect should receive a fully customized experience based on the content they consume, channels in which they come in, buying signals, use cases, industry, and other characteristics that would help a company personalize their interactions.
This goes far beyond the simple personalizations of username, company, and other programmatic variables. I mean really, that’s far too easy and makes for lazy marketers. We have to go deeper and create a more meaningful experience with a customer, not take the easy way out with a one size fits all copy and pasted user experience.
We want every single customer to understand what we offer, in the context in which they are looking. Whether that be a buying signal, content consumption, an ad-driven visitor or perhaps coming across us organically or by referral. The way we communicate with our new and current customers is completely tailored to their unique business need and why they may want to buy.
Does this sound like lots of work? It is. It requires excellent content, a technology stack to allow us to scale and most importantly, great people who are committed to providing a fantastic customer experience and understanding how we can solve communications challenges.
But it doesn’t stop there. Many companies front load an ABM strategy to tackle a problem in their pre-sales experience. Once the deal is signed, that experience isn’t continued through to onboarding, support, and customer success. At best this is a really disjointed experience, at worst, it is a bait and switch.
I challenged some common problems when transitioning from a traditional sales and marketing approach to an ABM model:
- The concept of the traditional funnel of loading up the top as much as possible and hoping for a precious few deals to trickle through is outdated and not cost effective. Laser focus on your perfect fit customer yields better deals, improved customer relationships and reduces churn.
- ABM is a strategy that should be employed from first touch point all the way through to customer loyalty and everything in between not just up to deal close. A consistent approach and tailored customer experience should never end when the deal is signed. While it requires an investment, higher touch experience is destined to create an environment to win and keep customers for life.
Let’s continue the conversation!
Have you implemented ABM or is your organization considering it? What challenges have you faced and how were you able to overcome them?