While ABM has been one of marketing's biggest buzzwords the past 3 years, very few Seattle companies have figured out how to do it well — and scale. That's because it's hard. You need your entire marketing, sales and leadership team onboard to radically change your customer acquisition strategy. Is it worth it? Is it for you? This talk will go over 10 lessons learned launching ABM with teams big and small. This isn't a step-by-step guide the launching ABM. You can find a million online resources to guide you there. This is a peek into the behind the scenes that happens once you dive in. The hard lessons you'll inevitably learn and what to prepare for as you re-think your marketing and sales strategies.
During this session, we'll explore the following ideas:
- Account based marketing is really account based sales development. If your demand gen and sales development teams aren't working as one team, your account-based strategy won't work.
- In the world of ABM, the MQL is dead. Before you change you strategy, you must get your entire team (and LT) on board with how you're going to measure success.
- Strategy first, technology second. Before you buy the latest software to round out your ABM tech stack, you have to think through your strategy. Your technology will only work hard for you if you have a solid strategy.
