Dreamforce Panel Discusses the ABM Gold Rush
It was a rare meeting of marketing minds at this year’s Dreamforce who sat down together to discuss the ever-rising value of Account-Based Marketing (ABM) in finding and growing the most profitable customer relationships.
Moderator Frederick Tsai, Salesforce Senior Director, Customer Success opened the session saying sales and marketing professionals are constantly looking for the best ways to target and keep those customers who are most likely to buy. ABM is a strategic approach for these teams to achieve customer success with a targeted set of accounts.
Rishi Dave, Dun & Bradstreet Former CMO, Jon Miller, Engagio CEO, Robi Ganguly, Aptentive CEO and Co-Founder, and Jason Jue, Triblio CMO have first-hand experience in building ABM strategies and solutions for their organizations and customers. Here are the gold nuggets from their conversation:
@RishiPDave - There are three must haves for ABM success – organizational culture change, a persona-focused GTM approach and utilizing data and analytics to target accounts most likely to buy.
@jonmiller - ABM is about creating human connections at scale.
@rganguly - ABM is even more important after the deal – it’s about long term relationships.
@RishiPDave – It’s not just about what customers are doing today – use anticipatory analytics to predict future needs and behaviors.
@jasondjue - Marketing campaigns can reach and convert thousands more stakeholders in target accounts than sales ever can.
@jonmiller - Start with the who – the most important part of ABM is the account, then the what and where.
@jonmiller - Work to get your account data clean, show the sales reps and let them determine who will manage each account.
@rganguly - It’s really important that sales and marketing are aligned and have wins together.
@jonmiller - The reality is you’re in a team selling world.
@jasondjue - Apply the 80/20 rule to sales and marketing resources. It is likely that about 20% of your accounts will drive 80% of your revenue growth.
@RishiPDave - Sales and marketing owns wins. Pipeline doesn’t pay the bills, wins do.
The experts agreed. Facing today’s omnichannel access that buyers enjoy, sellers need to figure out how to engage with their best prospect and customers with the right message, when and where they go for information and then measure impact.