2021 ABM Themes

2021 Themes Surrounding ABM:

Transparency and Alignment with Sales Teams from the beginning of an ABM Programme is key.
ABM Skillsets, Training, and Attributes of the Ideal ABM'er.
Data tools and insights are an integral part of efficient ABM strategies in an increasingly digital world.
Results and Measurement – Maintaining Momentum and Success.

Theme 1: Transparency and Alignment with Sales Teams from the Beginning of an ABM Programme is Key

Key Discussion Points:

Involving sales at the early stages is widely agreed as essential to the success of an ABM programme.
Work to understand sales' pain points.
Agreeing on account selection, joint objectives, and clear measurement tools is key.
Formulate a clearly outlined structure and approach that can be replicated by and with sales teams consistently.
Less emphasis on the "M" within ABM.

Christian Weiss, © Telling Photography Ltd

“We have corporate goals related to ABM, or, as we call it, ABSM, which is a corporate initiative of account-based sales and marketing – as we are convinced the success of ABM lies in the partnership of both” Christian Weiss, Director ABM, EMEA, Autodesk | ABM Conference 2021: B2B Marketing, 03/11/21

"Ensure strong alignment between sales and marketing and that everyone understands the process, the role they play, and the benefits." Tricia Stinton, CMO, Field Marketing UK & Ireland, Cognizant | Accutics, 26/02/21

“We have a lot more insight that can be unlocked [with the focus ABM enables] because at its heart is the cry of the customer to be understood more and its the first time sales and marketing have this joint acknowledgement of that need” Amit Sharma, Head of Europe and Americas Marketing, Tata Communications | Hot Topics, 03/08/21

Theme 2: ABM Skillsets, Training, and Attributes of the Ideal ABM'er

Key Discussion Points:

Not all executives will be natural ABM'ers.
First and foremost, ensure everyone understands the basics of ABM.
Personal touches give a competitive edge within ABM strategies.
Stamina is essential. Outreach can exceed 20 touchpoints in some industries before a prospect will respond.
Understanding data points and being able to work creatively to incorporate them into your strategy is a vital skill.

“What do ABMers need? The ability to manage stakeholders internally and speak sales... Creativity, enthusiasm, and stamina.” Andrea Clatworthy, ABM Lead, Fujitsu | ABM Conference 2021: B2B Marketing, 03/11/21

Jonathan Witts, © Telling Photography Ltd

"Not all sales people can do ABM. You need to truly understand the sales cycle and when you can expect returns to secure buy-in." Jonathan Witts, Managing Partner, Global Solutions, Verizon | ABM Conference 2021: B2BMarketing, 03/11/21

"Make sure that your employees have a perspective and have a voice because people buy from people. Having your people be active on LinkedIn is a really nice way to make sure that happens." Kyle Coleman, VP Revenue, Growth & Enablement, Clari | StrategicABM, 23/06/21

“Having the gravitas to be able to say no to an account is really important.” Tricia Stinton, CMO, Field Marketing UK&I, Cognizant | ABM Conference 2021: B2BMarketing, 03/11/21

Theme 3: Data Tools and Insights are an Integral Part of Efficient ABM Strategies in an Increasingly Digital World

Key Discussion Points:

There are a huge number of tech platforms and data tools available for ABM strategies.
Data points are key to informing a highly personalised ABM strategy.
Use digital transformation as an opportunity, not a barrier, to create deeper personal connections virtually.
A mixture of data, analytics, and experience at scale presents the perfect environment for ABM.
Data and insights is essential, technology is beneficial.

“Intel’s in-house IT team has built a customised tool for account-based marketing. Intel has its self-service dashboard that presents the entire customer lifecycle. Many customer tools are required in marketing to deliver hyper-personalised messages.” Roshni Das, Marketing Director, Intel India | BusinessWorld India, 04/05/21

"Data is king and content is queen in the realm of ABM." Christian Weiss, Director account based marketing EMEA, Autodesk | ABM Conference 2021: B2BMarketing, 03/11/21

"Equip yourself with stats to quantify the business benefits of ABM, Client and marketing teams working together need to select the right accounts and use data to do so." Neil Berry, Global Head of Account and Deal-Based Marketing CoE, Atos | ABM Conference 2021: B2BMarketing, 03/11/21

Which areas in martech are you keenly following? "Social commerce, ABM tech and strategies, Hybrid events and tech supporting authentic, personal connection in a virtual world." Maggie Lower, CMO, Hootsuite | AiThority, 18/10/21

Theme 4: Results and Measurement – Maintaining Momentum and Success

Key Discussion Points:

Clear, measurable, and agreed upon joint KPIs at the beginning of an ABM programme are key to success.
Be realistic, don't overpromise.
Realign to the organisational objectives. Realign with key stakeholders.
A retrospective view is essential. If you are still starting out in your ABM journey, look at what others are doing.
Celebrate your wins!

“What’s really vital for those who are embarking on their ABM journey, is to think about measures around Relationships and Reputation as being leading indicators of what you hope to see in terms of returns around revenue further down the line.” Mathew Kent, Senior Marketing Manager (UK & IE), Pegasystems | StrategicABM, 23/06/21

“We all sort of quote the Gartner statistic about seeing a 20% uplift in pipeline and close business 'cause we want to get that buy-in, but I think you need to be really clear on actually what it is that you are going to deliver and what you need from the Salespeople in order to be able to deliver that.” Christa Norton, Head of Industry and ABM, Capita | StrategicABM, 23/06/21

"Agree upfront what good looks like and decide on joint objectives with the sales teams. Checking in with sales often, and celebrate success widely when it happens." Andrea Clatworthy, ABM Lead, Fujitsu | ABM Conference 2021: B2B Marketing, 03/11/21