Implementing ABM with Marketo and SiriusDecisions/Forrester
Change your ABM Game with Top Tips from the Experts
Just over a year ago today Dave Rigotti from Marketo and Matt Senatore from SiriusDecisions produced a webinar outlining Marketo’s solution for Account Based Marketing.
ABM, as it’s often called, allows Sales and Marketing teams to focus on a criteria for organizations (called an Ideal Customer Profile or ICP) to target its promotions and sales efforts and engage with the target firm holistically. If you have a higher ticket B2B product or service that requires sign off from the CEO, the COO, and recommendations from 2-3 VPs ABM allows you to engage with key individuals in the ICP to help influence a consensus and increase the speed of a purchase decision.
ABM Starts with Strategy
This is one of the hottest topics in B2B marketing trends today. But it’s not just focused on technology, it’s crucial to talk about ABM strategy first. Earlier this month the American Marketing Association held an afternoon learning session focused on ABM with Kimberlee West from Xactly. From a client perspective, Kimberlee covered off the entire process that a firm goes through to properly implement ABM, but the first 2 hours of the session focused on strategy. With the Objectives and the Strategy in place, the creative tactics and the tools to effectively implement those tactics fell into place.
If you haven’t worked in ABM before, it’s very worthwhile to explore the session below and reach out to marketers that have worked in ABM.
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