ABM, or Account Based Marketing, continues to flourish and accelerate as both a highly-effective technology and marketing best practice. The effectiveness of targeting a limited number of accounts in a direct, 1:1 application of personalized messaging and relevancy is without question. To execute on this desired outcome, vendors are applying a complex marketing technology stack with dedicated marketing expertise in increasing numbers. The cost is not for the faint of heart, but the results of 70% account engagement with a 20-25% sell rate (conversion) are real.
The Weak Link
Our research across hundred’s of Vendors, many who sell ABM capabilities in the MarTec 5000¹, show that they do a great job. They support ABM essentials including to define the segments (company, organization size, annual revenue, etc.), event-based messaging, social intelligence, surge intent, marketing automation, video, etc.
What we find universally across ALL vendors in this space is the lack of a “business outcome” offering. Why is this so critical and the missing link? Business outcomes, as in what your offering means to the target company and executive in dollars and cents PLUS alignment to their 10K corporate initiatives, producing credibility, relevancy, and C-suite access. Money begets money.
Fix It Now
The best ABM programs seek to produce THE pinnacle of success, decision maker, senior executive and/or C-suite access and engagement. It is not just to drive greater volumes of leads, but producing the rarity of executive or decision maker engagement on an account-specific basis. It is an industry Axiom that “top-down selling” or reaching to the C-suite and bridging the connection drives:
More opportunities, Larger opportunities.
- Faster opportunities…aligned to power center, budget center, and strategic center.
- Puts Sales Training and Sales Coaching on Steriods!
Connect with the C-Suite, Really?
Salespeople, regardless of the vendor they sell for, solution, verticals served, CRM, sales intelligence tools at their disposal, etc. suffer for the same issue. The lack of time, expertise, and financial acumen to completely understand each account’s industry and company goals, as it relates to Sr. executives. Their potential buyers are also overwhelmed. They are time-sensitive, distracted (Selling in the Age of Distraction, Accenture, 2016), stressed managing diverse buying committees, and securing discretionary or supplemental budgets; not forgetting the vast plethora of vendor solutions.
Then why are vendors not providing to their Sales AND Marketing teams, account-specific vendor business outcomes are aligned with each target account’s 10K initiatives and goals? These will drive not just increased leads but also from coveted senior executives. That is what the decision maker and C-suite demand so why is it NOT in ABM? This guarantees to improve Strategic Account Management, Sales Training, Event Marketing, and even Sales Operations and Enablement.
The lack of business and financial detail or relevant leadership goals and issues in their ABM approach can end with poor new meeting and opportunity rates, false starts on opportunities, pipeline inaccuracies, and higher SG&A costs managing unfit pipelines and expectations.
Build the Stack, and They Will Come
ABM stacks range from basic to where cost is the driver, up to sophisticated with full automation ranging in the $1M range. On the low-end, if opportunities are created, it commonly is for less scope and impact than what was initially expected.
In this example, from an actual client, is in our opinion one of the finest ABM Marketing stacks and capabilities we have seen. It was designed to take the Vendor’s top one-hundred (100) prospect accounts, most to all in the F300, and with a specific industry focus, secure a 70% interest rate, a 30% engagement rate, and a 10-15% deal rate. And, they achieved their Sales goals, eLeads, while improving their insight selling.
The high percentage of C-suite leads produced here are due in part to the infusion of “business outcome” offerings that are connected to each target account and personas which include the C-suite. They are connected to their 10K and public financial data and initiatives. As the C-suite create these initiatives to drive shareholder value, the ABM campaign is thus exactly on point with their messaging, frequency, and amplitude.
In the illustration above, this was done using Revenue Accelerators Business Outcomes platform with SPEEDSHEETS. They uniquely delivered the consultative insights, facts, and account and C-suite specific value with business outcomes in dollars and cents aligned with the corporate initiatives for maximum impact.
We look forward to your comments, ideas and helping everyone with their sale goals, ABM and Sales Enablement. Thank you for the read.
Revenue Accelerators is the ONLY provider empowering Vendor Sales & Marketing teams to easily and more rapidly acquire high-performing opportunities from accessing and engaging Decision Makers and C-Suite. By defining the Vendors solution’s financial value, aligning it into Target Account objectives and business initiatives and using 1:1 ABM value messaging in SPEEDSHEETS; we transform Product to Value selling overnight for faster and easier selling. www.revenueaccelerators.com