"Account-based marketing is really just good marketing. It's what we should be doing in the first place." - Paul Slack.
For all the buzz about ABM, Paul's definition is bang on.
ABM is marketing that targets a specific audience that will respond to what a brand has to say because:
• You understand their pain points
• Deploy the right messaging, and
• Capture and hold their attention
.....to make sales easier.
At a time when B2B SaaS companies are scrambling for leads, many are leaning hard into ABM.
They hope that a focused and efficient approach to marketing (and sales) will generate leads.
In theory, ABM is a smart strategic approach, but Paul says many companies drop the ball for two key reasons:
• Don't start with specific goals about what they're trying to accomplish.
• There is no alignment between marketing and sales.
For companies looking to dip their toes in the ABM waters, Paul suggests a pilot with a walk-before-you-run approach.
• Start with an SDR or a salesperson who wants to partner with marketing on ABM.
• Find an asset performing well, like a blog post or white paper.
• Select an audience and personalize the asset for these customers.
Do you have any advice for those thinking about dipping their toes in ABM?