Andrei Zinkevich’s Post

Are you ABM-ready? It's not as simple as saying, "Yes, let's do ABM." ABM is not just a project; it's a shift in approach from working in siloed areas to being in sync at every touchpoint of the buyer journey. But how can you determine if you are ready to implement ABM? The most important thing to check is if you know your Ideal Customer Profile (ICP). This doesn’t mean that only the marketing or sales team, or just the CEO, can define it. Everyone in the organization must provide a uniform answer on who your ICP is. Set your goals. Are you launching this campaign to minimize churn rates, acquire new logos, or reconnect with leads who haven’t purchased? Next, you need to check if your teams are equipped to do so. Are they on board with this new approach? You don't necessarily need a lot of people in every team; what's important is that they all understand the goal and where their roles are needed in every sales cycle. Once you've ensured that everyone is on the same page, you need to check if you have mapped out your Target Account List (TAL). Do you know the personas to target in every account within your ICP? Can you define where they currently are in the buyer journey? If you have these in place and your targets are pointing in the right direction, then it's time to check your messaging. Do you have campaigns for every segment? Is your content personalized enough for every interest or pain point they have? Will it resonate and trigger action? To examine your approach, you need to set the right metrics. When we say metrics, we're not talking about clicks or views. These are numbers that affect the pipeline—lower CAC, faster sales cycle, lower churn rate, higher booked qualified leads, and higher ACV, depending on the goal you've set for each campaign. These are just an overview of how to self-check if you are ABM-ready. There is much more to consider before deciding to get support from an ABM tool. We want you to be prepared before we work with you so you can maximize the benefits of our tools. Nobody wants to work with someone who is only half-hearted about it.

ABM Insight is instrumental in fostering robust buyer relationships, offering marketers opportunities to access authentic data, align sales and marketing strategies, and implement targeted ABM initiatives. 🚀 By leveraging insights effectively, you can craft personalized content and experiences, driving engagement and ultimately improving conversion rates. 🤝This empowers your business to cultivate enduring connections with potential clients, delivering tailored solutions throughout the buyer's journey. Read More: https://lnkd.in/drCcCECm #buyerpersona #insights #abm #accountbasedmarketing #b2bmarketing

🌟 𝐔𝐧𝐥𝐨𝐜𝐤𝐢𝐧𝐠 𝐭𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐀𝐜𝐜𝐨𝐮𝐧𝐭-𝐁𝐚𝐬𝐞𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐁2𝐁 𝐒𝐮𝐜𝐜𝐞𝐬𝐬🌟 In today's competitive landscape, a targeted and personalized approach is key to driving meaningful business growth. Enter Account-Based Marketing (ABM), a game-changer in B2B marketing strategies. 🔍 𝐖𝐡𝐚𝐭 𝐢𝐬 𝐀𝐁𝐌? ABM is a strategic approach that focuses on high-value accounts rather than broad market segments. By aligning marketing and sales efforts, ABM delivers customized campaigns tailored to the unique needs and challenges of individual accounts. 💡 𝐖𝐡𝐲 𝐀𝐁𝐌? • 𝗧𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝗣𝗿𝗲𝗰𝗶𝘀𝗶𝗼𝗻: Focus on accounts with the highest revenue potential. • 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Craft campaigns that speak directly to the needs of each account. • 𝗦𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: Collaborate for seamless strategy execution. • 𝗠𝘂𝗹𝘁𝗶-𝗖𝗵𝗮𝗻𝗻𝗲𝗹 𝗥𝗲𝗮𝗰𝗵: Engage decision-makers through their preferred channels. • 𝗥𝗢𝗜 𝗙𝗼𝗰𝘂𝘀𝗲𝗱: Track and measure the impact of your efforts for maximum return. 🔑   𝐊𝐞𝐲 𝐁𝐞𝐧𝐞𝐟𝐢𝐭𝐬 • Enhanced relationship building with key stakeholders. • Increased account engagement and pipeline growth. • Greater deal size and revenue generation. Ready to transform your marketing strategy? Dive into ABM and watch your business soar! #AccountBasedMarketing #ABM #B2BMarketing #MarketingStrategy #SalesAlignment #CustomerEngagement #ROI #BusinessGrowth #Personalization #TargetedMarketing #B2BSales #MarketingInnovation

Unpopular Opinion: ABM Isn't For Everyone 🤔 Let's break it down. Account-Based Marketing (ABM) is a strategic approach that concentrates resources on a set of target accounts within a market. It's about delivering personalised experiences to win high-value customers. We get asked a lot by clients whether they should be running an ABM campaign. But here's the thing... For ABM to deliver a strong ROI, several key elements need to be in place: 📈 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗮𝘁𝘂𝗿𝗶𝘁𝘆 - Is your team ready to level up to advanced plays? 🤝 𝗦𝗮𝗹𝗲𝘀 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁 - ABM doesn't work without tight coordination with sales. 🎯 𝗧𝗮𝗿𝗴𝗲𝘁 𝗣𝗿𝗼𝗳𝗶𝗹𝗲𝘀 - Do you know exactly which accounts and buyers to prioritise?  ✅ 𝗣𝗿𝗼𝗱𝘂𝗰𝘁-𝗠𝗮𝗿𝗸𝗲𝘁-𝗠𝗲𝘀𝘀𝗮𝗴𝗲 𝗙𝗶𝘁 - Is your offering and positioning dialed in? 💯 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 - Do you have compelling case studies to showcase value? 🗺️ 𝗢𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀 & 𝗣𝗹𝗮𝗻 - ABM fails without clear goals and a roadmap to get there. 👌 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗕𝘂𝘆-𝗜𝗻 - ABM is a big shift that needs full leadership support. So what's the best way to implement ABM? Based on experience, we always recommend clients starting with a focused pilot, where possible. Start with the Minimum Viable Campaign you can run to test the waters, gather learnings, and refine from there. But always keep your eye on the ultimate prize - landing and expanding the key accounts that can significantly move the revenue needle. But when done right, it's a game-changer for landing your most valuable customers. (We've seen how it's driven pipeline targets for some of our best clients). #ABM #AccountBasedMarketing #B2BMarketing

Do you even need to scale ABM? 🤔 A controversial question from our table at this morning's ABM Club in London, hosted by the lovely team at EI Global B2B Marketing Intelligence. Such fantastic discussions and plenty of ideas exchanged, all around the topic of scaling ABM. A few notes I scribbled down... 🎯 Define what 'scaling' means to you: is it replicating 1:1 activities to new accounts, is it broadening to a handful of accounts with an industry approach or common challenge, or is it about targeting a much larger set of accounts? We even had an example of 'scaling back' to reduce the number of 1:1 accounts supported. ABM is managed differently in every organisation, so make sure you document what it means to you and set clear expectations internally. 🎯 How do you scale to more accounts, without diluting the impact and essence of ABM? Do you have the right resource & tech stack in place, sufficient budget, buy-in from sales? Does this mean existing 1:1 accounts get less attention? Could a broader 1:many ABM campaign sit with a different department internally? Consider the impact it will have on your team and the business and weigh up the pros and cons. 🎯 Who is putting pressure on you to scale? Is there an expectation from sales or marketing leaders to touch more accounts, to support more teams, to generate more revenue? Or do you think you should be scaling because everyone else is? Ask yourself 'do I need to scale ABM right now, or should I continue to focus and deliver value for my existing 1:1 accounts?'. Again, depending on your ABM maturity, this is going to vary dramatically between organisations, but make sure you have a clear strategy in place. So many other pointers and takeaways, so thanks again to everyone who joined and shared their experiences Xavier White Neil Bacon Nickie McDade Kate Tomlinson Emma Hewage (to name but a few) and thanks EI for organising Tony Jarvis Rachel Reasbeck.