Your ABM Strategy Sucks… and What You Can Do About It with Kate Adams

Overview

Kate explains how ABM is broken and how you can develop an effective ABM strategy. 

Speaker

Kate has more than 15 years of tech experience building strong businesses within different stages and industries. She believes deeply in bringing businesses to life in the hearts and minds of prospects and customers by creating compelling and consistent messaging throughout the customer life cycle. It’s critical for any business to bring the voice of the customer to every aspect of their business marketing, product, customer success, customer service, finance…you name the department, they all must be aligned with your customer. The customer experience doesn’t begin when they make a purchase, sign the contract, or complete a transaction; it begins the first time they’ve heard an utterance of your name. 

Quotes

92% of us are currently using account-based marketing. 

82% of B2B website visitors are not our potential customers.  

60% of website visitors bounce without an interaction on a second page. 

79% of marketing leads never actually convert into a sale. 

Account-based marketing fundamentally sets your organization up for failure because it makes it sound like marketing’s responsibility. 

In order for marketing to hold our seat at the table and make it crystal clear how important marketing is to our organization, we have to be able to draw a straight line to revenue. 

There has been a drastic oversimplification of what account-based marketing really is.  

“It’s the little details that are vital. Little things make big things happen.” John Wooden 

The same old same old won’t cut it anymore. 

Key Points

Reality of Account-Based Marketing 

Analyze customer base 

Segment customer base 

Build your ideal customer profile 

Build a financial model to align to your strategy 

Sell your strategy to your orgnaization, primarily sales 

Leverage technology to measure account engagement 

Train your SDR/BDR team 

Train your sales team 

Create regular cadence of meetings for accountability 

Identify wind and losses and iterate