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The Future of ABM

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Over the past few years, ABM has soared in popularity. Today, more than 70% of B2B companies have employees who are fully or partially focused on ABM activities.

But as Terminus Co-Founder & CMO Sangram Vajre explained in a recent interview, the problem ABM currently solves for hasn’t gone away entirely.

"The whole point of the last 15 years, the problem we were solving for was, 'How do I optimize for the right person, at the right time, with the right product I want to sell?' So finally, with ABM we just went in a different direction than just generating more of the same… So I think it’s a natural evolution, but the problem is still the same: How do I give my sales team the best opportunity to win?"

In order to continue giving Sales the best opportunity to win, our ABM playbooks are inevitably going to need to evolve.

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The Future of ABM

  1. 1. Future ABM of The ABM
  2. 2. Today, 70% of all B2B companies are doing some form of account-based marketing (ABM). 30% 70% source: SiriusDecisions
  3. 3. 85% of marketers say ABM delivers higher returns than any other approach they use. 15% 85% source: ITSMA
  4. 4. But here’s the problem…
  5. 5. As account-based marketers, we’re investing all this time, energy, and money into crafting these incredible experiences….
  6. 6. As account-based marketers, we’re investing all this time, energy, and money into crafting these incredible experiences….
  7. 7. As account-based marketers, we’re investing all this time, energy, and money into crafting these incredible experiences….
  8. 8. But then when someone from one of our target accounts lands on our website, we treat them like any other website visitor. What a typical website visitor sees: What an ABM prospect sees:
  9. 9. Wait a second…These are our ABM prospects, the best of the best, and this is the experience they’re getting?
  10. 10. When ABM prospects land on your website, you should be rolling out the red carpet — you should be engaging with them one-to-one.
  11. 11. Instead, we’ve been forcing them to fill out forms and making them wait for follow-up phone calls and emails.
  12. 12. In some cases, these are CEOs and other top executives dropping by with specific questions about your product…
  13. 13. Why haven’t we been answering their questions in real-time?
  14. 14. The Scale Problem
  15. 15. There’s a natural tension between ABM and scale. After all, ABM is intended to achieve a “persona of one,” that is, every interaction should be — or at least convincingly resemble — a one-to-one exchange. Joe Chernov CMO, InsightSquared “
  16. 16. For years, it’s been impossible to provide the type of one-to-one touch ABM requires to all of the prospects visiting your site.
  17. 17. And even when you’re focused on just a few target accounts, catching the people from those accounts at the right times can prove challenging, if not impossible.
  18. 18. The good news? Technology is catching up.
  19. 19. Artificial intelligence (AI) is poised to revolutionize the way we do ABM.
  20. 20. 40% of sales activities can now be automated with AI (source: McKinsey) Artificial intelligence (AI) is poised to revolutionize the way we do ABM.
  21. 21. 40% 30% of sales activities can now be automated with AI (source: McKinsey) of all sales teams will be using AI by 2020 (source: Gartner) Artificial intelligence (AI) is poised to revolutionize the way we do ABM.
  22. 22. 40% 30% 3.4x of sales activities can now be automated with AI (source: McKinsey) of all sales teams will be using AI by 2020 (source: Gartner) ^ that’s how much more likely high- performing sales teams are to be using AI (source: Salesforce) Artificial intelligence (AI) is poised to revolutionize the way we do ABM.
  23. 23. But technology alone isn’t the answer. You also need the right methodology. Today, that means conversational marketing.
  24. 24. ? 1. CAPTURE 2. QUALIFY 3. CONNECT • Replace lead capture forms with messaging • Bots capture leads even when you’re offline • Targeting let’s you filter out the noise The Conversational Marketing Methodology
  25. 25. ? 1. CAPTURE 2. QUALIFY 3. CONNECT • Replace traditional marketing automation with conversational A.I. • Bots ask leads qualifying questions and can book demos for reps 24/7, 365. The Conversational Marketing Methodology
  26. 26. ? 1. CAPTURE 2. QUALIFY 3. CONNECT • Intelligent routing connects leads to the right reps based on sales territory • Bots replace manual meeting scheduling The Conversational Marketing Methodology
  27. 27. When you apply the principles of conversational marketing to ABM, you end up with a strategy that matches the on-demand, always-on world that we’ve all seen emerging.
  28. 28. By taking a conversational approach to ABM, you can finally roll out the red carpet for your best leads.
  29. 29. Here’s how you do it…
  30. 30. STEP 1 Set up personalized welcome messages for target accounts.
  31. 31. STEP 1 Set up personalized welcome messages for target accounts. STEP 2 Connect outbound email to real-time messaging.
  32. 32. STEP 1 Set up personalized welcome messages for target accounts. STEP 2 STEP 3 Connect outbound email to real-time messaging. Get alerts whenever prospects visit your site or open email.
  33. 33. Want to learn more about the future of ABM? Click here to read our in-depth post.
  34. 34. See why thousands of businesses are using Drift to generate CQLs and close deals faster.

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