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Running virtual ABM workshops

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Tips and tricks from our own account-based marketing programs, having to shirt from in-person to virtual workshops in response to the coronavirus crisis.

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Running virtual ABM workshops

  1. 1. Chris Burke, Senior ABM strategist Running virtual ABM workshops
  2. 2. © The Marketing Practice 20202 You and your team. Your organizational goals, and your internal relationships. For top tier accounts, face to face account workshops have become a go-to tactic to bring together key internal partners like sales, proposition knowledge holders and other relevant teams to establish the foundation for a true strategic alliance. The role of the workshop has become core to aligning organizational goals, program and account objectives and building the right internal relationships to deliver a successful ABM program. ABM is about people
  3. 3. © The Marketing Practice 20203 Re-thinking the experience The workshop outputs required to build the foundation of a successful ABM program can only be achieved one way – collaboration! In a digital first, digital only world where face to face workshops are not an option, here are some of our tips for running virtual workshops to encourage collaboration, build and maintain engagement, and ensure output quality.
  4. 4. Tip and tricks from our own ABM programs
  5. 5. © The Marketing Practice 2020 Be ruthless with your agenda One of the great things about F-2-F workshops is that you can get everyone in one room together with no distractions, focused on the task ahead. When interacting virtually you have to work harder to maintain the focus. • Re-focus - take out anything from the agenda which doesn't support the program objective. • Plan short focused sessions with clear outputs. • Schedule regular breaks to deal with children, dog, cats etc. Being on video calls is intensive!
  6. 6. © The Marketing Practice 2020 Pick the right tools for the job Virtual whiteboards are a great way to replicate the experience of writing down quick thoughts and ideas. Technology can support collaboration but shouldn’t drive it. If an editable PowerPoint slide does the job, then that’s all you need to use. With the swarm of collaboration solutions hitting the market its easy to get seduced by shiny features that are a distraction rather than a value add.
  7. 7. © The Marketing Practice 20207 Building in audience interactions throughout will stop attention drifting and avoid it feeling like a webinar rather than a workshop. • Use short exercises to build on knowledge and solicit marketing ideas, with a prize for best submission • Incorporating polls is a great way to collect relevant data / test the temperature on certain topics, challenge group think perceptions and spark discussion. • Don’t over do it though (see previous slide) Plan points of engagement
  8. 8. © The Marketing Practice 20208 When you have many people on a virtual call it can get overwhelming and the ability to brainstorm and bounce ideas around and really interrogate the insights uncovered in the session are inhibited as a result. Think about breaking the session into smaller groups (each moderated) to encourage wider participation and free-flow of ideas. After short breakouts bring the groups back together to share ideas. Divide and conquer
  9. 9. © The Marketing Practice 2020 Prepare your audience There’s nothing worse than spending the first half hour of a session trying to get everyone's technology to work! If they need a certain app or to set up a login then that needs to be established ahead of the session - make sure that any technology is compatible with security settings across the organization. Be prepared for a bit of trial and error!
  10. 10. © The Marketing Practice 2020 Don’t forget about the post- workshop experience Actively encourage feedback on the technology and experience – what did attendees feel worked well, what could be improved? Surveys are a great way to solicitate feedback and capture any additional ideas and insights. When sharing outputs why not get creative with delivery through a personalized video message that highlights the key points and next steps.
  11. 11. Have fun! Where ABM programs fail, 90% of the time it’s because the time wasn't taken up front to establish the right relationships, and understand and establish mutual objectives and responsibilities. Because of coronavirus, we are suddenly being transported out of the conference room and into each others' homes. Take the opportunity to have some fun and build closer relationships with the whole team. Whether that’s comparing virtual backgrounds or sharing your most embarrassing meeting interruption, taking a second to build that rapport is invaluable in the long game.
  12. 12. All content in this presentation is the intellectual property of The Marketing Practice and cannot be reproduced without written permission If you’d like to hear more about any of the ideas in this deck, reach out to me at: cburke@themarketingpractice.com Chris Burke, Senior ABM Stratagist

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