By following the 4D Framework, you can create a structured approach that ensures your ABM strategies are both effective and sustainable. Mason Cosby introduces the 4D Framework to build an effective and scalable ABM program: "There is no secret sauce. There is no silver bullet. No one is coming to save you. It is entirely on you...There's nothing that's going to be mind-blowing today. It's just going to be some really great structure and it's step-by-step guidance."
Key Points
- Salespeople are no longer the sole gatekeepers of information. Buyers conduct extensive research on solutions online before engaging with sales, driven by a fear of making mistakes — often called the "faux effect."
- Using signal-based data helps pinpoint the right prospects at the right time, eliminating guesswork and saving valuable time.
- Companies should prioritize analyzing the buyer journey, mapping the necessary technology stack, and focusing on signal-based data tools, ensuring that data flows smoothly between these tools and that the sales team effectively utilizes the information.
- Any company that fails to leverage intent data is missing out on valuable insights and risks falling behind competitors actively using these signals to personalize their outreach and engage with potential customers at the right time.
About the Speaker:
David Dulany
Founder & CEO
tenbound.com
David Dulany is the founder and CEO of Tenbound, a research, advisory and events firm focused on growing B2B Sales Pipeline and Revenue. Tenbound has become the hub of the Sales Development industry, with a thriving online research center, market map, tool directory, training and consulting programs and The Tenbound Sales Development Conferences held yearly around the world and virtually.