Gaining Support for ABM: Strategies & Tips

One of the most common questions around account-based marketing is “how do I get buy-in?”

Which makes sense. Because ABM requires change management from multiple stakeholders across several departments.

So if you pitch ABM as a marketing project, whose objective is only achieving marketing specific goals, you’re going to fail.

You need to think big picture with ABM.

Meaning, companies generally set annual and quarterly growth goals, i.e. how are we going to reach our new revenue goals?

These could be growth areas like expanding into a new industry, growing cross-sells or growing sales within a specific product line.

Your ABM strategy should support one of these types growth goals, which will determine the overall objective of your strategy and KPIs for measuring success over time.

In addition, you’ll be able to refine the:

• Team(s) you work with

• Accounts you prioritize

• Messaging

• Content

• Channels

Now, when you go to your boss or other cross-functional leaders to gain support, you can say “hi sales leader, as you know one of our company’s growth goals is growing revenue by [x] in [specific] industry. With this account-based approach, I’d love to work with your team(s) on aligning on set of accounts best-fit for our product in this industry. We’ll do this by doing [x, y, z tactics] with the goal to help your team achieve [x] in pipeline and revenue.”

That my friends, is how you get internal buy-in for ABM.

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How can I help your ABM strategy?

1. Account selection consultation: need help figuring out which accounts to choose for your ABM strategy? How many to select?

2. 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?

3. Industry GTM strategy consultation: Trying to verticalize your product but don’t know where to start? Which industry to select?

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