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Relationships.
This is THE thing to consider when launching a 1:1 ABM strategy.
That’s why I’m a firm believer that 1:1 strategies should be reserved for supporting high ACV open opportunities and customers.
Admittedly, I’ve ran 1:1 strategies for net new logos in the past with some success in terms of generating new opportunities. But those are few and far in between, and unless you already have some sort of relationship within the account, it’s really difficult to be successful.
As an open opportunity, you’ve identified a champion for your product or solution, know the prospect’s challenges and have identified a use case. With this information you can then create a bespoke strategy that truly resonates with the account, increase the likelihood it advances.
On the customer front, 1:1 strategies are great for up-sell, cross-sell or simply churn prevention. In either situation, you already know or should know, so much about the account that you can create a bespoke strategy speaking to their specific use case.
In the grand scheme of things, these relationships will be the ones most likely to lead to new revenue. Which is why we’re doing this in the first place. Lean on the relationships you have to trigger your 1:1 ABM strategies.
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How can I help your ABM strategy?
Account selection consultation: need help figuring out which accounts to choose for your ABM strategy? How many to select?
Channel selection and setup consultation: Need help selecting which channels to use for your strategy? Or how to set them up for personalization and targeting?
ABM Platform Management: With experience using platforms such as Terminus (user and employee), 6sense and RollWorks, I can provide your team tips, and best practices to help unlock the platform’s full potential.
Consultation sessions are 30 minutes long on Friday’s. Please fill out the form below and I will be in touch shortly!