ABM Now Issue #9

This article is part of the ABM Now series where we explore how ABM changed in 2020. What will you take with you? What will you leave behind? Read the whole series here.

Over the past six months, we brought you eight stories of sea change. Here, as the series finale, we’ve gathered our favorite insights from more than a dozen expert interviews.

Takeaway #1: The best things in life are free

Angela Lee, Senior Demand Generation Marketing Manager, Glint
My advice is that knowing your buyer helps you be agile. We had this whole grand strategy laid out and then all of a sudden we were renegotiating contracts with event vendors and talking about virtual roadshows. But what didn’t change is the fact that we practice ABM. That means we know what makes our buyers tick—we understand their pain points and can anticipate how they’ll evolve.

A deep understanding of your customer is something that nobody can take away from you. It doesn’t matter if you now can’t afford new software tools or big expensive gift packages. You can still have a big impact and oftentimes it doesn’t cost a thing.

Read the full interview

Takeaway #2: Give the gift of consistency—it’s the next best thing to normalcy

Stacey Adams, Marketing Director, 3C Software
Success always comes back to consistency. I’ll share a story. In a Monday marketing team meeting, we saw one rep had three new meetings. We asked how she did it and she told us, “Oh, those are all people I’ve been building relationships with over the years.” Those seeds were planted long before anyone had heard of the virus. The needs of those customers may have changed, but our rep just kept calmly following up and running her cadences. If you have a plan and a process and you’re diligent, you’ll reap the benefits even in “uncertain” times.

Read the full interview

Takeaway #3: Personal, 1:1 webinars are a deep well of engagement

Tessa Barron, VP of Marketing, ON24
One-to-one webinars into top accounts allow for personalization that’s just impossible elsewhere, say with whitepapers. Show me the team that can write ten versions of a whitepaper that are actually specific to ten accounts, or ten personas. I can show you a webinar team that does it every week.

Plus, personalized webinars afford you a chance to answer people’s real questions. Here’s what I mean by this: When you write an ebook, you research it and you put it out into the world and you hope it landed. In webinars, there’s no hoping. You have a live discussion and the prospects can say, “This is great and all, but what we’re really curious about is X.” You can answer that real question right then and there, with your whole sales and marketing team listening.

Read the full interview

Like what you learned? Subscribe to the ABM Leadership Alliance’s newsletter and stay tuned for what’s next.