Declan Mulkeen defines some of the hardest parts of account-based marketing and highlights ways to overcome them.
Key Points
- It's important to have clarity in any ABM strategy. Define what ABM means for your organization, write it down, and ensure everyone agrees with the definition. This will help you measure results against the agreed-upon definition and adapt as needed.
- A challenging aspect of ABM can be collaborating with the sales team. It's important to establish clear expectations from the beginning, build strong relationships with your VPs of sales and sales leaders, and create a shared dashboard. Getting this foundation right is crucial, especially as you expand and involve more teams in ABM.
- It is crucial to address the numerous misconceptions surrounding account-based marketing through education to ensure a clear understanding of ABM for everyone. Many marketers are pressured to adopt ABM technology by the organization or marketing operations, and then find themselves constrained by the technology when implementing their ABM strategy.
About the Speaker:
Declan Mulkeen
CMO
Declan is the CMO of strategicabm | Account-based Marketing Agency, an ABM service designed to achieve your strategic business goals. He also hosts the Let's talk ABM podcast.
Prior to joining the agency, he worked around 20 years as the CMO of Professional Services and EdTech companies including Communicaid, Learnlight, and more. Declan is also involved in Exit Five, CMO Council, and more networking and marketing communities.