Sangram shares how one customer is running 500 1:1 ABM campaigns & their plans for ABM 2.0.
He share tactical ways teams can approach measuring the effectiveness of their ABM efforts:
1) Sales & Marketing both have to be involved in account selection
2) A formula for creating leveled tiers of accounts, including opportunities for quick-wins
3) Look for expansion opportunities within current accounts & chances to reuse plays from new customer acquisition efforts
Check out the article on the Terminus blog for more info (and a template for reporting on your ABM funnel):
James Carbary is the founder of Sweet Fish Media, a podcast agency for B2B brands. He’s a contributor for the Huffington Post & Business Insider, and he also co-hosts a top-ranked podcast according to Forbes: B2B Growth. When James isn’t interviewing the smartest minds in B2B marketing, he’s drinking Cherry Coke Zero, eating Swedish Fish, and hanging out with the most incredible woman on the planet (who he somehow talked into marrying him).