John Common is tapped by the ABM Leadership Alliance to offer his expert advice on piloting ABM in this limited series.

This article is part of the Mini Mighty ABM series, by the ABM Leadership Alliance. The series taps experts in ABM to share one actionable idea that you can use at work today. These tips are mini, but mighty.

ABM Pilot Success

Don’t forget to personalize. That’d be my top recommendation if we met in an elevator and you told me you were in the middle of an ABM pilot. Most people say they’re about to begin a pilot or are in the middle of one that’s producing mixed results and one of the top reasons it’s not working better is that they failed to personalize the messaging and content. I get it: personalization requires insights, strategy, data, and time. But all too often, it falls by the wayside and tanks the results in the process.

Don’t just load the old email spam cannon or sick your SDRs on prospects with LinkedIn connect invites. Relevance equals revenue. When you actually personalize messaging, B2B conversions go through the roof.

3 steps to diagnose your personalization problem:

Re-scope your pilot

If personalization feels overwhelming, it’s possible that you’ve scoped the pilot wrong and it’s too expansive or involves too many personalization segments. The goal with an ABM pilot is simply to test the rocket, not to build the whole space shuttle. Look at your target account list again for most salient similarities and differences and think about ways you can personalize those segments. Are they all customers? Are they all prospects? Are they in a renewal state? Do they share a vertical or need?

Once you’ve got those factors, select segments for your pilot to personalize your messaging, content, and creative. It narrows a limitless expanse of possibility down to just four or five key points that’ll help you engage those target accounts.

Want the rest of the steps?

Read the full article, here.

Avoid costly ABM mistakes that hurt your reputation and your revenue: 

Is your company preparing for ABM? Is your company piloting? Is your company scaling successful ABM? Is your company innovating?

Whichever you pick, over the next several weeks, Intelligent Demand’s team of certified ABM experts are going to give you real world, pragmatic tips that will help you use an account based approach to improve revenue performance at your company.  At the end, you will have the knowledge of a certified account based practitioner and the practical advice to lead your team to account based success. 

Opt in to receive real world, expert practitioner level content tailored for exactly where your company is in its account based journey:

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John is Intelligent Demand’s founder, chief strategist and CEO. His energy and enthusiasm for transforming companies with modern approaches to marketing, sales, and customer success is palpable. He’ll happily geek out with you during a 2-hour conversation about your customer journey. He’ll cover any whiteboard or tablecloth in sight with revenue growth strategies, messaging concepts, and program designs. But his primary passion is connecting those ideas to highly executable programs that deliver measurable results.

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