Account-based Marketing (ABM)
Blended together, our Full service offering forms the foundation of an ABM program.
Increasingly vital to the sales success of technology services companies, ABM is a well-established practice within a Demand Creation program – that treats each “account” that you are targeting as a complex set of contacts with discreet agendas – and therefore deploys a personalised set messaging and contact campaigns in order to draw that account down the sales funnel.
BuyingTime’s research practice is heavily used to profile a set of target accounts, often supported by our lead generation team used in “soft” mode. We operate very effectively in-between our clients’ Sales and Marketing functions, forcing discipline and good practice in order to deliver an effective ABM program.
We are not (being utterly transparent) full followers of the entire “Demand Waterfall” (in particular the very latest May 2017 edition) for many clients. We find that trying to start with a full implementation can prove too arduous and expensive for many clients, instead we ensure that terminology is shared using the DW process (MQL, SQL etc…) and then build a program that is practical but results-focused.
Anyone who has run an ABM project will know how hard it is to keep all parties aligned: To stop the target accounts changing; To create a degree of patience within a sales function tuned to deliver the quarterly number; To penetrate each account at all points in the hierarchy and effect a real relationship through multiple techniques. We know – we’ve done it – we’ve suffered – and we’ve made it work.