Over the last few weeks at Seeblue, we've been sharing our thoughts on the topic of Detoxing ABM.
Does ABM really need a detox, you may be asking?
Well, as someone who lives and breathes ABM all day I've seen it become such a noisy topic of conversation and expectation.
It's leading to beliefs and behaviours that are unhelpful and at worst, destructive.
We pulled out 5 examples:
1️⃣ The expectation that ABM will deliver quick wins and 10x rapid growth. Pilots or POCs should be measured on how successfully they build sustainable growth and uncover the 1% marginal gains.
2️⃣ Marketing says one thing, Sales say another. Agreement vs Alignment. It's not easy to get true alignment and commitment to joint outcomes but it really is worth the effort otherwise you risk all your hard work falling through the cracks.
3️⃣ Every agency thinks they can deliver ABM. Despite its inclusion in most B2B agency services, when you scratch beneath the surface you find varying degrees of strategy, concepting and large amounts of content creation. Rarely do you find an agency who will also proactively adjust your GTM based on performance, run sales enablement training, advise on marketing and commercial strategy.
4️⃣ The more insights you have, the better. No, focus and distillation of the pertinent, critical information is what matters. Layered with the contextual understanding of what that means for the reader, be it sales or marketing. And of course with the rapid use of AI to conduct research, the accuracy and skill of the prompts and research frameworks are key.
5️⃣ This leads to my fifth example...agencies who are using AI tools but not passing on the efficiency gains and budget savings to their clients. We prefer to be transparent and where we make savings we pass those on to you and improve your programme ROI.
If you recognise any of these behaviours, check the comment below for 5 tips on how you can detox your ABM 👇
