Three Takeaways from ABM Meetup in San Francisco

| December 9, 2016

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Earlier this week, I had the opportunity to be part of an ABM panel with Jon Miller (Engagio), Anand Kulkarni (LeadGenius), Dave Rigotti (Bizible) and moderated by Maria Pergolino (Apptus). It was a fun, engaging panel discussion and I learned a lot from my fellow panelists. There were many good things said throughout the evening, and not just by the panelists. We touched on several ABM-related topics that deserve broader attention so I’ll blog about these more in coming days. For now, here are my three big takeaways from the evening – Think Differently About Account Selection – The conventional view in ABM regarding account selection is that ABM should be employed only for the very highest value accounts i.e. when you’re selling to enterprise segment or when your average deal size is in the seven figures. However, the panel briefly discussed how this view might be outdated. With the advent of newer technologies, like those from Engagio, LeadGenius and Triblio, scaling ABM to reach a broader set of lower value accounts is not only possible but is desirable. Limiting ABM tactics to simply your million dollar deals no longer makes sense, however you may want to tier the level of personalized outreach for the broader target account set. “Account-based” is for both sales and marketing. The rise of ABM is fueled by forward thinking B2B companies taking an account-based approach, not simply for marketing, but also for sales. What does this mean for marketers? I think this means that we need to systematically add value to the post-MQL buying process.

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