87% of B2B marketers agree that ABM delivers higher ROI than other forms of marketing.
When done right, ABM also brings greater alignment between marketing and sales, larger deal sizes and other important business benefits. But how do you ensure you have the right data, approach and platforms in place to start or get the most out of your ABM program?
If you’ve struggled to come up with the right answer to this question, you’re in luck. We recently had a great conversation about how to approach account-based marketing with the guy who literally wrote the book on the subject, ABM evangelist Sangram Vajre. Sangram is also the co-founder of Terminus, a SaaS platform for account-based marketing, so we felt very fortunate to sit down with him for an hour and have him guide us through the steps you need to take to be successful with your ABM program.
4 Steps to ABM Success Podcast Now Available
In addition to listening to the interview, you can also watch the discussion and see the examples by viewing the archived webinar of the same interview here.
What You’ll Learn in ABM Podcast Interview
In the course of the podcast we cover all the elements of the TEAM framework summarized below and how to use them to implement your own ABM program. We also discuss specific tools, platforms and examples of successful ABM campaigns.
1. TARGET the right accounts
In this stage, organizations must identify their best-fit accounts.
2. ENGAGE the entire buying committee
Within ABM, the most telling metrics to measure center on engagement. This means proactively engaging the right people at your target accounts throughout their lifecycles, and activating personalized outreach at the right time.
3. ACTIVATE sales with actionable insights
ABM bridges the historic gap between sales and marketing departments and unifies them.
4. MEASURE success with account-based metrics
And then, of course, there’s measurement. Full-funnel ABM analytics is imperative to getting the most from your ABM strategy.