Ever wondered how to handle relevant touchpoints over longer sales cycles in ABM effectively?
If so, you’re in the right place! In the ABM Answered series, featuring questions pulled from a treasure trove of challenges faced by over 1,000 marketers, we had the pleasure of chatting with George Ford, Account-Based Marketing Consultant at ABM Logic.
During the interview, George didn’t just tackle this tough question, he also shared a wealth of valuable insights and strategies that are reshaping modern ABM.
In this blog, we’ll break down the transcript of our conversation with George, explaining each part in a way that’s practical and designed to help you level up your ABM game.
Let’s dive in!
Demand Generation vs. Account-Based Marketing
One of the most common questions in the B2B world is, “What’s the difference between demand generation and account-based marketing?” George broke it down beautifully:
“Demand generation is contact-centric. It focuses on identifying challenges, offering solutions, and generating awareness. Account-based marketing, on the other hand, treats each account as its own market. It’s a deeply tailored approach, requiring research to identify the right accounts, crafting specific messages, and personalizing the marketing mix.”
In today’s tech-enabled world, George sees a growing overlap between demand gen and ABM, with many businesses blending these approaches to achieve targeted, scalable results.
Tackling Long Sales Cycles with Relevant Touchpoints
ABM often involves longer sales cycles due to high-ticket products. So how do you keep your touchpoints relevant over time? George emphasized:
Centralized Tracking: Use a CRM or ABX platform to log and measure interactions.
Engagement Cadence: Regular check-ins are critical. For top-tier accounts, this might mean weekly or even daily reviews. For programmatic campaigns, bi-weekly check-ins suffice.
Meaningful Experiences: Every touchpoint should leave an impression. Whether it’s content, events, or personalized assets, the goal is to create value and move the prospect closer to a decision.
Engaging the Entire Buying Committee
ABM success hinges on engaging all decision-makers within an account. For George, this means understanding the Decision-Making Unit (DMU) and creating tailored messaging for each role.
For high-value accounts, George suggests using:
In-person interactions: Roundtables, customized meetings, and tailored events.
Role-specific content: Case studies, white papers, and solution overviews aligned with individual challenges.
Preventing Sales from Undermining Marketing Efforts
One listener asked: “What happens when uninspired sales follow-ups ruin marketing’s hard work?” George’s response:
“ABM professionals must speak sales. Regular check-ins with sales teams are vital to ensure they understand the messaging, believe in it, and know how to deliver it. Campaign kickoffs are also a great way to align everyone, providing clarity on objectives, timelines, and assets.”
When the damage is already done, George recommended transparency.
“A blunt but thoughtful follow-up that acknowledges missteps can sometimes save an opportunity.”
Personalization vs. Scale
Balancing personalization with efficiency is an ongoing challenge in ABM. George advocated for a flexible approach:
Segment-Level Personalization: For broader verticals or segments, aim for 15–20% customization of existing assets.
Dynamic Content: Swap out imagery or messaging based on industry or vertical without reinventing the wheel.
Prioritization: Invest more heavily in tier-one accounts while leveraging light ABM strategies for tier-three accounts.
Overcoming Data Challenges
Reliable data underpins effective ABM. George shared his approach:
Use tools like 6Sense for thermographic and technographic data.
Refresh account data quarterly, leveraging SDRs or junior team members to ensure accuracy.
Combine first-party and third-party intent data for a clearer picture of engagement.
Cutting Through the B2B Noise
How do you stand out in a crowded B2B landscape while staying on budget? George emphasized the power of community:
“Borrow from what works. Learn from the successes of others and adapt those strategies for your business. Relevance and timing matter more than flashy campaigns. Also, as AI evolves, it’s becoming easier to scale personalized, meaningful interactions.”
The Big ABM Question
To sum up, George posed a thought-provoking question for the next guest:
“How do you effectively manage strategic, light, and programmatic ABM campaigns simultaneously?”
It’s a challenge many ABM professionals grapple with, managing complexity while meeting high expectations.
Curious to hear the response? Visit our ABM Answered Library at Skool, where you'll find questions and answers from our expert guests.
What’s your biggest ABM challenge? Let us know, and we might just go through it in a future episode of ABM Answered!
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