Let’s talk ABM 66. Next Generation ABM
Jun 19, 2024
Celia Slack, Pursuit Marketing Lead at ServiceNow, dives into the world of Account-Based Marketing (ABM) and Pursuit-Based Marketing (PBM). She discusses the distinctions between ABM and PBM, emphasizing the need for agility and collaboration between sales and marketing. Celia shares insights on implementing successful ABM programs, the challenges of reporting, and how generative AI can elevate marketing strategies. Her take on One-to-many ABM and the importance of managing key accounts is particularly enlightening!
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Start ABM With Fundamentals And One Trial
- Don't wait for a perfect demand engine before starting ABM; get the fundamentals in place and trial a single account.
- Keep ABM as one string among many in your marketing mix rather than a substitute for demand marketing.
Customization Requires Relationship-Level Insight
- Deep ABM customization must include account-level relationship and perception, not just public account data.
- Tailor journeys based on relationship challenges, platform understanding, and the account's end goals.
Treat ABM As A Partnership With Sales
- Position ABM as a true partnership to sales and set clear expectations about time investment and collaboration.
- If sales won't collaborate, be willing to move the account off the program to protect resources.