One thing about a pandemic: It’s a great time for trying new things.
And it’s never been a better time to start on your ABM strategy.
But where do you begin?
The TEAM approach.
Today I’m fielding your questions on LinkedIn Live and going over why the TEAM approach is the best way to get started with ABM.
Jen, Marketing Manager w/ Studio Science
Jen: Everyone looks at ABM the same, but also a little bit differently. How are you defining it and recommending folks get aligned?
Sangram: For me, the way I define ABM is to totally have a TEAM approach: Target, Engage, Activate and Measure.
So from a targeting perspective, I will highly recommend that you need to start tiering your accounts and the accounts that are big deals, mega deals, they are going to take longer than ever because of the current situation.
Figure out a way to what kind of personalization that you want to do with those accounts. And that’s where you can do a lot of digital advertising.
You have to surround them and as soon as they have spiked on your website, then you start engaging with them.
Then we’re going to figure out how we are going to engage. Because you can’t do events, you’re probably not doing direct mail as much — so, now what is the best way to do that?
Now you’re gonna figure out how you activate your sales team. This is the part almost every marketing team misses. We just give leads over to the sales team and that’s it.
So how we act with the sales team is a big part of it.
And then, finally, how do you measure creatively?
But you got to figure out your top tier accounts and go all-in on those because right now nobody’s doing that.
So you’ll have a really big edge over your competitors because nobody’s doing that.
If you can create personalization for your top 10 accounts and tell them “Hey, we’re there for you, we’re here to help you,” they’re going to be talking to you either now or in the next week or month because they know you’ve got their back.
Clinton, Business Development Representative w/ Kiriworks
Clinton: To start ABM, you need target accounts. How do we go about figuring out the best fit for an account?
Sangram: If you get the target part of the TEAM framework wrong, it doesn’t matter how great your marketing is, it’s going to suck at the end of the day because the message is not going to resonate with it.
Any organization that can retain its customers has an opportunity to thrive — not just survive — in the next three to six months.
So, if you are able to retain, I would actually go and create a referral program with all of my customers and go talk to all of my customers to find out what makes them happy.
Why did they like your organization, your product?
You’re going to get great answers and they’re gonna stay with you. I would create a full-on referral program with each customer and say, “Tell me the one company that we can serve you just like we’re serving you.”
You’re going to get a ton of referrals and comments from that.
The second thing I would do is create some sort of community for your customers.
Right now people are all over trying to be in a Slack group — or whatever private channel you want to create for them.
All you need to do is set it up and tell your customers to come and join you in the Slack group and talk to each other.
Say you have no problem with them sharing with each other about what you are working on or how the product is working for them. You can tell them you don’t even need to talk about our product.
Just talk about how you’re dealing with this situation day in and day out and open up. You would gain a tremendous amount of insight from them just by watching that thread.
Getting the TEAM together
ABM really is B2B. But for those who are new to it, like any new practice, it may be something that you’re excited to start but are afraid to screw up.
If you take the TEAM approach, ABM will soon become second nature — you will retain more customers and not just survive, but thrive, through the current crisis.
This post is based on a podcast from LinkedIn Live. If you’d like to listen to the full episode, you can check it out here.
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