At Engagio, we’ve always believed that ABM is the single most important opportunity facing B2B organization today. As more modern teams embrace modern Marketing and join the revolution, they’re realizing that Marketing is not about automation, but rather it’s about orchestration.
All the moving parts in an ABM playbook work together to synchronize messaging and outreach to a target account. This discipline has the very real potential to transform your organization by unifying and focusing all customer-facing teams to work together to land and expand at the accounts that matter, and do it at scale.
B2B Marketing leaders – you have an opportunity to play a powerful, game-changing role in your organization. You are the drivers of the ABM ship. Your role is strategic and collaborative. It requires strong communication between cross-functional teams that work together in an ongoing and coordinated fashion, with Marketing at the helm.
“Effective account-based programs are not siloed in a particular organization. There’s an organization-wide commitment to mobilize efforts against a key set of target accounts.”
–Craig Rosenberg, Chief Analyst, TOPO
A Blueprint for ABM Excellence
Your job is to create a plan by which ABM becomes an operational reality. After defining the Ideal Customer Profile (ICP) and selecting accounts to pursue, organizations must develop an orchestration plan that defines both the:
- Internal resources responsible for completing specific actions, and when those actions should be taken against a campaign or account.
- The plan gives everyone a guide for executing the complex, multi-channel, cross-discipline interactions that occur with an account based strategy.
This planning process (termed the Orchestration Brief by TOPO) typically includes:
- The objective – The desired action we want the audience to take (e.g. schedule a discovery call, or register to attend an event).
- The audience – Targeted accounts and/or individuals from whom the organization seeks a desired action or response.
- The offers – Offers that support outreach.
- The value proposition – Benefits surrounding each offer.
- Audience insight – Relevant audience priorities and mindset related to the offer and value proposition.
- Resources – Specific resources involved, including personnel, available budget, and existing activities which stakeholders can leverage.
- Available channels – Specific channels available for the program.
- Expected outcomes – Specific, expected metrics.
This is no Ordinary Job for an Ordinary Marketer
Selling into large organizations is a complex process, but the current demand generation model most teams rely on simply doesn’t work. It’s too disconnected, with point-in-time handoffs. For example, when Marketing generates a Marketing Qualified Account, they pass it over to Sales, and move on to the next initiative.
Traditionally, Marketing only gets involved again when:
- They realize Sales hasn’t followed up with the lead or account.
- An executive receives a poorly written email from a Sales Development Rep.
- They realize a field marketing dinner event won’t be successful.
It doesn’t need to be this way. With Marketing Orchestration, all customer-facing teams work in lock-step to ensure a buyer’s experience is positive, consistent, and in context with the rest of the account.
“Most companies are stuck in an old campaign mindset. Often, messaging, execution, and delivery strategies are fragmented across touchpoints and out of context to the consumer.”
– Forrester Consulting, The Rise of Marketing Orchestration
Drawing up a Winning ABM Play
As in sports, ABM is a team sport. Your target account is bringing multiple people into the deal: decision-makers, influencers, end users, and often the procurement department. You must also involve a group of capable teammates to navigate the challenging waters of a complex deal: key influencers, subject matter experts, consultants, and even executives
While most automated email is sales spam, full account orchestration incorporates the human touch throughout the pipeline, bringing the scale benefits of automated processes while delivering the control that Sales wants and the relevance of the human touch.
To illustrate the point, let’s take a closer look at what a play from an ABM playbook may look like. This one is called the Integrated ABM Play.
The Integrated ABM Play is a traditional ABM play, which means it’s a true multi-channel and multi-player play where creativity and patience can have a major impact. Always be looking for and trying new and novel things that will get the attention of the people that matter. Don’t rush these Plays – remember, you must focus on quality over quantity.
- Digital marketing
- Marketing leader
- Most engaged
This is just one play of 16 that we’ve outlined in the Marketing Orchestration Playbook.
When you can begin to orchestrate ABM plays, vision becomes reality and revenue becomes predictable. This is your chance to lead a company wide commitment to growth. That’s how the biggest deals are won. That’s how marketing legacies are made.
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