13 Comments

  • Brad Wamsley, 1st May 2012 at 5:22 pm

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    Good insights on ABM from Megan @SiriusDecsions. Interested to learn more about myths 4 & 5 on tactics and measurement…..these are areas we have clients ask about often. Looking forward to learning more on this at SiriusDecisions Summit in 2 weeks!

  • Megan Heuer, 2nd May 2012 at 12:15 am

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    Thanks Brad! I’m really excited to share our customer lifecycle framework at the Summit later this month– it’s only one part of the account-based marketing picture, but a huge opportunity for b-to-b sales and marketing. Hopefully it’ll help with some ideas for tactics and measurements for you. I look forward to your feedback.

  • Lauren Goldstein, 2nd May 2012 at 11:32 pm

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    Great post Megan! As you noted, our clients are also increasingly interested in ABM strategies and engagement efforts. AND, we’ve seen a LOT of success (measured by engagement with rich content, meetings with sales and revenue) from these efforts. I completely agree with your views above, and would further emphasize that ABM must be considered as a joint effort between sales and marketing. When marketers who approach me without sales “on board” – our first action is to get alignment. Looking forward to seeing you in Scottsdale in a few weeks. Cheers!

  • Megan Heuer, 3rd May 2012 at 7:59 pm

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    Thanks for your comment, Lauren. I appreciate you sharing what you’re seeing from your clients. ABM is definitely a great growth focus!

  • Dawn Coppens, 7th May 2012 at 4:54 pm

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    Megan are also seeing increased interest in ABM strategies. I concur with your comments and would add that ABM strategies include multiple tactics aligned with sales & marketing. The greatest challenge I hear from customers is a lack of visibility and gaps in reporting at the account level to determine a company is in a buy-cycle. I’m looking forward to hearing your view on this at the summit. Thanks!

  • Violeta Addante, 8th May 2012 at 1:33 pm

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    Looking forward to hearing about tactics beyond events. There is a renewed interest in ABM as organizations look to their existing customers as a source of growth.

  • Megan Heuer, 21st May 2012 at 3:13 pm

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    Thanks Dawn. I agree that having those critical account insights (including at the buyer center and role level!) are critical to ABM success, but so often overlooked. That’s taking a big risk in my book. See you in Scottsdale.

  • Megan Heuer, 21st May 2012 at 3:16 pm

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    Violeta, we’re on the same page regarding growth from existing customers and needing to do more than events. The key is looking for scalable ways to reach customers. It doesn’t need to be anything new or flashy. Just providing useful, relevant information at the right time makes a difference.

  • Ellen Campbell-Kaminski, 25th May 2012 at 8:44 pm

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    We’ve been able to take ABM approaches and move from top accounts down market so I know the myth about only being a strategy for large accounts is just a myth. In terms of reporting gaps, we discontinue support if we aren’t getting closed loop tracking. But I would be very interested in what other metrics we could be incorporating into our analysis.

  • Megan Heuer, 4th June 2012 at 11:41 am

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    Hi Ellen. We suggest also looking at engagement and sales enablement impact metrics in cases where ABM marketing isn’t only sourcing demand. Let us know if we can send some research on what to look for or if you have other questions. Thanks for your comment!

  • Robert, 25th June 2012 at 1:39 pm

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    We feel strongly that business grade video fits the criteria of a “scalable…providing useful, relevant information at the right time…” When marketers use the team behind the sales team to educate and tell stories about their products, services, process, key differentiators, customers stay engaged with the sales person and in the sales process. Just like creating paper content, marketers can create video content that sales teams can use leverage in a scalable and productive manner.

  • Marc Rubner, 25th July 2012 at 11:17 am

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    Account based marketing has been very successful for us. Specifically, we’ve engaged our top 50 accounts in a “Technology Symposium” that offers senior executives at our key clients a detailed view of our technology capabilities. This is important to us because perception among these execs was that we did not have a robust technology services offering. In nearly every case we changed this perception. To date we’ve generated signficant $$ opportunties as a result.

  • Brian Teevan, 21st August 2012 at 8:41 am

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    Great read Megan. You have any suggestions for a marketing team that wants to rationalize our ABM approach to take a fresh look at our strategy? Thanks!


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