How strategicabm Closed a 6-Figure Deal

Quick ABM Tip

Before we dive into today’s ABM success story, let’s look at one quick ABM tip that you can start implementing TODAY.

Next time you’re working on a 1:1 strategy for an open opportunity, try working with the champion of the deal to curate your assets.

This helps with further buy-in from the champion, but also ensures the messaging, content, etc. is on par with their pain points.

ABM Success Story: Fes Askari, strategicabm

If you’re not following the strategicabm team then you’re sorely missing out. Not only do they provide ABM consulting services, they provide a series of podcasts providing tangible ABM advice.

This story comes from Fes Askari, Director of Sales and Strategic Accounts at strategicabm who describes how he leveraged 1:1 ABM tactics, contact marketing, to accelerate and close an open opportunity into a six-figure deal.

What channels did you use?

We used a mix of peer-to-peer strategy, thought leadership content, direct mail and personalized video: in this case study we were speaking with an EMEA Marketing Director of a high-value B2B tech brand.

Early into the process, we had delivered a couple of key workshops and built some great engagement with the wider marketing team. However, the Marketing Director was still on the fence with another agency.

What tactics did you use?

In this scenario, we activated a two step strategy: a peer-to-peer outreach strategy - engaging our most senior marketing thought leader to engage 1:1 with the Marketing Director we were targeting. We also engaged their Sales VP with a peer strategy via a dinner in London.

The clincher was when I did some stakeholder profiling and uncovered the key decision maker was a huge sports fan and still played for their local team. This was shared on their work social profile - so not something too personal to tap into.

We ended up sending a high quality pair of trainers and a personalized note that spoke to our ability to 'hit the ground running' - a fun play on words backed by a serious need for action.

This really connected with the key person at an emotional level and helped us cement a relationship here that really got us off on the right foot.

Be sure to follow Fes and the strategicabm team on LinkedIn for more insight into how you can strategize, execute and succeed running ABM.

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