Why You Shouldn't Just Focus on Accounts Showing Intent
08/16/22 • 4 min
In this ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) shares why you should not focus just on in-market accounts. This is something that the intent data platforms like 6sense, Bombora and others do not want me to talk about. In fact, in her book, “No Forms, No Spam, No Cold Calls – The Next Generation of Account-Based Sales and Marketing”, Latane Conant tells GTM teams to wait until there’s intent.
On page 14, she writes: “Target accounts are essentially living under a rock. They’re not actively researching products and solutions and they’re showing no signs of intent. How to connect with accounts in the target state: Don’t. There’s no reason to waste any resources that aren’t even poking their heads out from under the rock.”
On page 18, she writes how the target stage should get zero dollars or effort.
Listen to the podcast to see why Latane Conant and others that are just focusing on in-market accounts are wrong.
In this ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) shares why you should not focus just on in-market accounts. This is something that the intent data platforms like 6sense, Bombora and others do not want me to talk about. In fact, in her book, “No Forms, No Spam, No Cold Calls – The Next Generation of Account-Based Sales and Marketing”, Latane Conant tells GTM teams to wait until there’s intent.
On page 14, she writes: “Target accounts are essentially living under a rock. They’re not actively researching products and solutions and they’re showing no signs of intent. How to connect with accounts in the target state: Don’t. There’s no reason to waste any resources that aren’t even poking their heads out from under the rock.”
On page 18, she writes how the target stage should get zero dollars or effort.
Listen to the podcast to see why Latane Conant and others that are just focusing on in-market accounts are wrong.
Previous Episode
How Most Content Does Not Support ABM or Sales
Studies from eMarketer show that only 17% of B2B marketers worldwide say their ABM program was mature and driving strategic growth. The other 83% mentioned that their biggest challenge is ensuring you have the right content for an ABM approach.
In a recent article, Dan Rosenberg at Octane11 mentioned that he’s surprised that “ensuring you have the right content for an account-based approach” is at the top of the list of challenges for us Marketing Professionals implementing ABM. He says, “you already have plenty of content for an ABM approach - in your sales decks, product sheets, and even your existing website.”
But, Eric Gruber (Personal ABM CEO) argues that most content does NOT support ABM nor sales. In this podcast, Eric explains why,
Next Episode
How Product Marketing is Driving ABM at Gainsight
Kristina Jaramillo recently asked on LinkedIn - what role aligns the closest to ABM: demand generation, field marketing or product marketing. She asked this question because Nick Bennett at Alyce mentioned that field marketing should be focused on the middle and bottom of the funnel. They capture the demand that the demand generation team created. As ABM should be about accelerating higher-value deals to revenue -- and not sourcing the pipeline, he feels that ABM and field marketing are similar in many ways.
At Personal ABM we agree that ABM aligns more with field marketing than demand gen. But we are on the fence when it comes to whose closer aligned with ABM: product marketing or field marketing. Product marketers are the connector of the business and they are able to help GTM teams nurture from a sales, marketing, customer success and product perspective.
In this podcast Kristina Jaramillo, Eric Gruber and Christine Friscic (Peak Community member and product marketing leader at Gainsight) discuss:
1. A brief description of what Gainsight's ABM program looks like and how their team is structured.
2. The role product marketing should play in ABM and why product marketing should be driving ABM vs. demand gen.
3. What is the account-based enablement that should be provided so sales and marketing teams drive stage progression vs. just sourcing the pipeline?
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