Back in 2007, I was asked to figure out what our business needed to be doing in social media. I was asked because I had headed up other transformation projects with success. But those projects I liked, social media on the other hand, I hated. Don’t get me wrong, I completely saw the potential for social media to promote our business and the project was a big success. But when it came to actually creating social posts, that was never my passion – professionally or personally. So the fact that I’m now raving about a new social tool is a bit unexpected.
A huge transformation that B2B companies are undergoing is the switch to Account Based Marketing and Selling (ABM). This is a big change for enterprise companies whose systems and processes revolve around “warm leads” versus “warm accounts”. And with new technology enabling ABM to be successful, big operations decisions and purchases are being made.
But if you’re a startup or a small business looking to grow with marketing, what you’re wondering is “Will ABM even work for a small budget like mine?”
The answer is an emphatic yes! (And you’ll get results faster than the enterprises!)
It’s likely a truth for every B2B marketer, at some point in our careers, we’ve touted features. It’s the ultimate marketing sin, yet it’s sooo easy to do. It’s much harder to step inside the shoes of your customers and figure out what they want to know. The reality is that when a prospect visits your website they want to know two things:
- Is this product for me?
- Will it solve my immediate pain?
And guess what, you have less than 30 seconds to answers those questions for them or they will bounce. If your homepage is focused on what type of product you have and the fancy features that make it special, you’ve lost the sale.
There are some clear points along the growth of your business where you need to invest in marketing expertise. By “expertise” I mean high level marketing experts that have been there, done that. However, that doesn’t mean you need to invest in marketing headcount. Let’s face it, hiring an entry level marketer to “do marketing” means you are leaving the go-to-market strategy for your company in the hands of that inexperienced employee. Not a comforting thought.
How do I know if I need marketing expertise?
From business launch through to high growth, the path won’t be easy and there are some critical events where you should think hard about bringing in qualified marketing expertise.
It’s time to think about your blog a bit differently. Sure, blog articles are still a great way to drive traffic to your website, but they can be so much more. Start treating your blog like a lab experiment and amazing things can happen.
3 Experiments to start running on your blog today
Companies I’ve talked to that are taking on an ABM strategy seem to approach BDR involvement with one of two extremes: Either eliminating their role completely under the concept that target accounts are too precious to be handled by anyone other than an account executive OR allowing the BDR team to function as they have been, cold calling into target accounts.
The best approach is somewhere in the middle. BDRs can still play a very important role in ABM, but they do need to change their approach.
So you are taking on an Account Based Marketing strategy – awesome! But wait, that means content now has to be “personalized” to your target accounts and buying personas. And what if you’ve got a big matrix of account types and personas you are going after – how are you going to create all the content needed?
The good news is that there are some fairly simple ways to extend your existing content and resources to meet this demand. Read on to get the content tricks and tools you need to make ABM successful.