Matt Senatore and I recently met with some of Europe’s leading b-to-b marketers to talk about the state of their account-based marketing programs and gain their insights on how ABM is evolving as a discipline. This deep-dive roundtable discussion took place with participants from 15 leading b-to-b organizations and included topics that ranged from sales and marketing interlock to ABM measurement.
During the course of the half-day discussion, we heard from participants about how they were implementing core ABM principles at their own organizations. Here are a few key takeaways from the discussion:
As I recently observed about some challenges commonly encountered in ABM, creating the conditions to maximize your success can be tricky to perfect. The fact that our roundtable discussion ended up touching on four of these common challenges reinforces the value of sharing best practices and war stories. If you’re at the stage of aligning with sales and agreeing on shared goals and how to measure them (see the brief "Preparing Sales for Account-Based Marketing: a Presentation Checklist"), preparing consider inviting your key audiences around a table for joint planning as one of our clients did to help pave your path to ABM success.