Stop spinning the wheels - make ABM a success from the start. - Enigma Marketing Services
Stop spinning the wheels – make ABM a success from the start.

Enigma & VisumCX’s demand generation and ABM workshop in Sydney on 21st May is designed to give b2b marketers the tools to effectively deliver value to their business. One of the areas of focus will be around solving one of the biggest blockers to effective ABM  – the time it takes to get to market.  […]

Enigma & VisumCX’s demand generation and ABM workshop in Sydney on 21st May is designed to give b2b marketers the tools to effectively deliver value to their business. One of the areas of focus will be around solving one of the biggest blockers to effective ABM  – the time it takes to get to market. 

The mainstream adoption of ABM over the past 24-36 months has revealed a number of regular pain points that prevent ABM running to plan. Access to insightful data and compelling content, adequate funding and alignment of teams across the business, mismanaged expectations and inadequate KPIs – all of these feature on this list, but one thing comes up again and again. Time.    

Time to market. Time to value. Time to think strategically and then execute tactically across multiple accounts and activity streams. Time to do ABM.

ABM at its purest is a strategic one-to-one play designed to communicate and address specific objectives relevant to your target accounts. Reliant on approval by the all right people in your business, it requires a commitment we rarely needed to make before as marketers.

With this more holistic, inclusive approach come more eyes and more opinion. Sales want strong commercial opportunities, not fluffy marketing leads. The business wants return on investment and measurable growth. All expect the time invested in working with you to result in targets being hit.

Pressure to perform has never been greater. And if you’re like many marketers out there – your ABM wheels are spinning, but you’re still not on the track.

Getting ABM-Ready

Adam Greener, Enigma’s Head of Strategy, has spent years working with global tech brands helping them to align marketing strategy with business objectives and then using ABM as the strategic weapon to deliver against these targets.

“The first thing we consider is, how ABM-ready are you as a business, and where’s the best place for you to start, so we can get you to market ASAP and start seeing returns”.

“Due to their culture, capabilities, processes and propositions, some organisations are pretty much ready to take on ABM from a stop position. Whist other’s may need to consider outsourcing an agency ‘ABM ecosystem’ that brings the know-how, technology and best-practices to get ABM (especially at scale) off the ground, whilst lowering risk of up-skilling and resourcing themselves”

“For example there are a number of critical areas we can evaluate and scorecard that enable us to make informed recommendations for your ABM approach, including a range of internal and external factors”

The key steps in an effective ABM Audit

  1. Potential short and long term sales values
  2. Complexity of the solutions you are selling
  3. Size and complexity of your customer decision making group
  4. Quality of your data and insight
  5. Sophistication of your current marketing activities
  6. Alignment between sales and marketing
  7. Sales, marketing and business intelligence systems

Once this ABM audit’s done – which by the way is a rapid process– you can get going with the right strategy, tactics, tools and resources you need to get your ABM on track – at speed.

Every roadblock or delay (at least every one we have come across!) can we avoided by a series of honest appraisals across the factors listed – letting you concentrate on getting programs deployed and delivering value.

 

On 21st May at the Portside Centre, Sydney, Adam, working with Carlos Hidalgo of VisumCX, will be covering many of the elements mentioned in detail and providing you with practical guidance and templates so you can effectively deploy ABM in your business.

To secure your spot at the event, click here to register.

James O'Flaherty
By James O'Flaherty

Whether you need assistance with an ABM campaign, to improve engagement with channel partners or to take content marketing to the next level, just get in touch.

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