What the hell

is ABM?

Declan Mulkeen
CMO
strategicabm
There are many myths and
misconceptions about ABM.
Here are 10 myths
and misconceptions.
1 ABM was invented
by Tech vendors.
2 ABM is all about
Marketing.
3 ABM is all about the
technology.
4 ABM is suitable for
any company.
5 ABM isn’t as effective as
other Marketing strategies.
6 ABM doesn’t need support
from Leadership.
7 ABM is sales.
8 ABM is just B2B Marketing.
9 ABM is targeted Demand
Generation.
 ABM is all about the leads
10 you generate.
Our take on ABM.
ABM is all about your customers.
[Present + Future]
ABM is strategy first.
[Technology second]
ABM is a targeting lens.
[to win, grow, and retain your most important accounts]
ABM is a long-term strategy.
[This is not a turn on and Bingo! strategy]
ABM is much more
than Marketing.
[Yes the ‘M’ stands for Marketing but it’s much more]
ABM is all about the 3Rs:
Reputation, Relationships,
and Revenue.
ABM is all about
research + insights.
ABM is about a
customer-centric
value proposition.
ABM is a team sport.
[You need to work hand-in-hand with Sales + Customer
Success + C-suite]
ABM is an addition.
[Not a substitute to your current GTM strategy]
ABM is all about building trust.
[The Reputation you have and the Relationships you make
build trust with your most important accounts which lead to

increased Revenue opportunities.]

Is ABM right
for me?
1 You target mid-market/
enterprise accounts.
2 Your annual contract
value (ACV) is $50,000+.
3 Your solution/product is
complex [with min. 3-6+
months sales cycle].
4 You need to influence a
wide buying committee.
What are the use
cases for ABM?
1 Account penetration
[Existing customers].
2 Win accounts
[New customers].
3 Pursue major opportunities
[New customers].
4 Change market
perceptions.
ABM under
the hood.
Do not ignore the 95%.
95% NOT IN MARKET 5% IN MARKET

Your Ideal Customer Profile (ICP) Tier 1+ 2 Target Accounts

+ Target Account List (TAL)
GTM: One-to-few/One-to-one
GTM: Demand Gen + One-to-many ABM
ABM
❏ Low / no intent / low awareness
❏ High intent/awareness
❏ Marketing only motion
❏ Outbound Sales & Marketing
❏ Build awareness/trust
❏ Higher personalisation
❏ Stimulate demand
❏ Deeper insights
❏ Build awareness/trust
❏ Capture demand
Demand:trust ratio.™

Build trust early

Blended ABM framework.™
ABM journey.
ABM Account experience.
ABM account experience in action.
How do you
measure
ABM?
 ABM success factors.

1 2 3 4
Alignment
Agree objectives,
share success
ICP
Target effectively and
efficiently
Account
selection
Prioritise and invest in the
right ABM strategy
Insights
Understand your accounts
and key people

5 6 7 8
Value proposition
Address real customer
pain points
Account
experience
Capture the attention and
drive sales conversations
ROI
Build a joint dashboard
with Sales
Scalability
Scale what
works
 Uplift in brand and reputation metrics
Increase in internal references
Reputation
Increase in Social media engagement

Increase in DMU contacts

Increase in sales conversations
Relationships
Increase in number of Advocates

+Meetings booked
Increase in win rate
Revenue
Increase in deal size, velocity
and pipeline
Want to learn
more?
 DashDot. ABM Playbook. ABM Lunch &
Learn workshop

https://www.linkedin.com/in/fesaskari/

Get the latest Learn the best Book and road

ABM thinking ABM plays test your ABM
strategy
 linkedin.com/in/declanmulkeen

Declan Mulkeen
https://www.linkedin.com/in/fesaskari/
CMO Let’s talk ABM
strategicabm
strategicabm.com