So when you say you can close bigger deals faster.
How is ABM more effective?
There's traditionally been a big disconnect.
Marketing creates a lot of leads.
They throw them over the fence the sales sales doesn't respect
the quality of those leads with account based marketing they
become one team.
Pretty much every event they go to these days to talk about a
count based marketing.
I'm sitting here with Steve who does all kinds of things where
count based marketing?
And he's saying that we would ABM we can close bigger deals
faster.
Oh that sounds nice but like first of all.
So why does economist marketing really account based marketing
is about getting multithreaded multi touch multichannel and
really going hard at the accounts that you absolutely
need to win instead of a big funnel demand?
It's incredibly focused.
So is it sales or is it marketing.
It's both.
So traditional funnel is like we have a bunch of leads and we
want to get go after companies between 10 and 30 million in
e-commerce and then you know like we have the various touch
boys you know at the end we have like five you know sales or
whatever.
So I call this marketing funnel is different account based
marketing basically flips that funnel upside down and says
let's start with the accounts that we most need to win.
The most important accounts for us the most lucrative accounts
then let's go after the right people figure out who the right
people are in those accounts.
Now let's figure out how we're going to engage them and bring
them to us.
So instead of starting with a big funnel like this and hoping
to get some revenue out the bottom we just flipped right
upside down and we go right for the bulls.
OK so let's let's play a role playing game like let's say that
we want to sell to some Mexican TVs at Nike maybe we have
blinked.
Then we identify the decision makers are also how do we what
happens from there on to until we close the deal?
Sure.
Well the first thing would be to recognize that it's it's not
just going to be a couple of executives at Nike if you're
going to turn a big company like that your way it's probably
going to involve a lot of different stakeholders a lot of
influencers and potentially some blockers.
So we're going to start with making sure that Nike's even the
right account for you.
Let's make sure we're doing our research to know whether we
should be going after them if we are then yes as you said we're
going to identify all the key people then we're going to
figure out how we really map to their strategic priorities if we
can not very clearly show how our product or solution
Keightley maps to their top priorities.
We have no sale.
Let's not spend a bunch of time and a bunch of money on it.
Once we find that then it's all about multi touch multichannel
cadences of activity to engage them and bring them to us as a
WADAs multi touch me into this chasm was send them e-mails we
take them all out of wining and dining.
What's happened.
Maybe that and more.
The key here is there's no silver bullet.
There's no one channel there's no magic email or Magic event or
magic piece of content that's going to cause Nike or any other
big company to jump into bed with you.
It's going to take it's going to be a journey and there's going
to be multiple touches.
So it may it's probably is going to involve e-mail and social and
Web sites and face to face and conferences and content and more
and more and more and success and ABM is all about getting
that stuff lined up right.
So you can test it and prove it and do the right activities in
the right sequences and bring them in.
What's the deal size where it makes sense like is there a
minimum limit upper limit.
I've heard people say deal sizes over 20000.
I've personally been successful with about a 5000 dollar deal
size.
It really I would agree there is there is a minimum.
If your if your deal sizes 100 box ABS is not going to work.
It's definitely you're in big funnel demand and at that point.
But whether it's 5000 or 10000 are your deals 100000 are your
deals a million.
It's really about calibrating the economics calibrating the
spend versus the gain so that ultimately what you're doing is
you're bringing in the right accounts in an economically
viable way.
But how is it really different from sales you know like us we
do build a prospecting list that we think are good first and then
we go after them?
And in B2B I don't expect them to close during the first call.
So what's the difference here.
Well a couple of differences.
One is it's way more likely to be effective because it engages
people in different ways.
Nobody is answering their phone.
Nobody wants cold calls.
If you dial the phone enough yeah you're going to have some
degree of success.
But how many people fail and alienating along the way.
I mean I hate when when I hear people say our sales it's a
numbers game you know.
And dialing for dollars.
It's like yeah if I keep calling sooner or later I get that demo
sooner or later I get the sale.
Yeah but you probably burning your brand.
I mean in 99 companies to get that one sale account based
marketing done right you're not burning your brand anywhere
you're actually building engagement building brand
building reputation in all of those hundred accounts on your
way to hopefully selling 5 10 20 of them.
So it's more effective in that way because it really it's more
about the end user it's more about the company it's not just
me me me billing and dialing and dialing until somebody will take
a meeting with me.
I'm actually doing my research on understanding them and I'm
delivering something of real value to them across whatever
channels it is that they want to engage with.
So it's kind of like inbound marketing.
But we identify a specific person to market to like here's
the free downloadable the PDA.
Here's the report.
Just value value value.
And I'm not even asking for a sale in the beginning is usually
you're not.
Exactly.
You probably have to build some brand you have to build some
reputation out to build some engagement not just with one
person.
I mean one of the fallacies of conventional B2B marketing is
this idea that any individual buys anything they don't they
don't even if you've got a senior person they don't make a
buying decision in isolation.
They had their peers they have their teams they bring others
in.
You know it's six eight 10 people involved in every meeting
of the decision depending on which data you look at account
based marketing is much better positioned to engage broadly as
opposed to those phone calls and those e-mails and other things
that are dealing with the one individual cut.
And so when you say you can close bigger deals faster.
So whereas you know what's happening with how is IBM the
more effective?
It's a way to be way more efficient and way more effective
in not only your spend but also in your human time in the where
your people spend their time.
There's traditionally been a big disconnect in B2B organizations
where marketing creates a lot of leads.
They throw them over the fence the sales sales generally
doesn't respect the quality of those leads because they're not
particularly aligned with the sales teams priorities and you
get these these two organizations a sales
organization the marketing organization working if not at
cross purposes at least they're certainly not harmonized.
And that's really inefficient and ultimately ineffective with
account based marketing they become one team and they work
together and they get aligned around what accounts they're
going after what people in those accounts and how they're doing.
And they operate as one and when done right it's so much more
efficient and so much more effective.
And that's why you can close bigger deals more quickly if you
want more interviews like this.
So expect much out.
For more infomation >> Lexus IS 300h Hybrid Business Line Navigatie, Achteruitrijcamera - Duration: 1:07. 
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