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Your CMO just scheduled a meeting.
A new product is coming in Q2 next year, the biggest one yet. And you need a plan to drive pipeline and revenue for it.
What the heck do you do?
Our initial instinct is to run towards our prospects. But that can be recipe for disaster.
Why? Well for starters they’re still prospects. So you still need to sell them on the vision of your company, brand, and most importantly, your products.
Second, at this point you probably have a limited number, if any customers, for this product let alone social proof.
Where does this leave us? That’s right, your customers.
But not just any customer. You have to be very diligent about knowing who are the right customers for your new product.
In most cases, these customers will be those that have a high average contract value, product usage and may be involved in your community or customer advisory board.
Why? These are customers who are sold on your company, the vision and the future. They are the most sophisticated of the group and more willing to adopt a new products.
At the end of the day you need to drive adoption and revenue for your new product and in an efficient manner. Quickly. Your customer base provides best opportunity to do so.
And once you have built up a decent customer base for your new product is when it makes sense to identify your top prospect accounts. At that point you will have your best customers using the new product, who can be used for social proof and be leveraged for referral calls.
This is why ABM is a GTM sport. Not everything will be focusing on your prospects. You need to see the entire field and where the best opportunity to score lies.
Get started planning your 2025 ABM strategy here
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Please reach to me via email here: [email protected] to discuss options.
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 | Author: Tyler Pleiss |