How to wake the dead with ABM

This past week Declan Mulkeen of strategicabm released survey findings from marketers on what they are trying to solve for with ABM.

Five of their findings are common problems that I typically hear too:

1. We need to get our sales team on board

2. We need to change our company’s perception of ABM

3. We need to drive more opportunities through our ABM program

4. We need to understand how to get started with ABM

5. We need to understand how to enable our sales teams to be a success

For me, there is one strategy that’s allowed me to solve all five of these problems. It’s a strategy that’s become recurring within our company that produces pipeline and revenue over and over again.

It’s our Wake the Dead strategy, focusing on closed lost deals.

Analyze your own company data and you’ll find that most of your closed won deals had at least four or five previously lost deals.

Don’t give up on these accounts because they are a goldmine of opportunity.

At Clari, I typically run these bi-quarterly. Once in Q2 and again in Q4. Doing it in Q2 gives you time to create and close in the current fiscal year. And doing it in Q4 helps your sales team prioritize accounts in a hectic time of the year, and also create pipeline heading into the new fiscal year.

For example. This last year we spun up a Wake the Dead strategy in Q2. One of our lighthouse accounts was involved. We knew there was genuine interest, with five previous lost opportunities within the last two years. Just had to find a way to get it over the finish line.

We bubbled the account back up for sales to focus on, and worked on a new product offering to try and get them through the door.

A new deal was created at the end of Q2 and worked through Q4 before finally closing in the last week of the fiscal year. Lighthouse account secured.

So what does my strategy actually look like? Lucky for you I detailed every step for ForgeX. Join the community today to gain access to my playbook.

LinkedIn Post of the Week!

Do you have an ABM success story?

To share your success story in the next newsletter, simply click the button below and fill out the form!

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. 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!