to get the most out of your ABM technology

A solid strategy can help your organization make the most of ABM technology. In fact, should be the first. The technology component comes after the strategy.

At The MarTech Conference , Kristina Jaramallo, president of Personal ABM, asked Kristina, “If ABM technology should be your last step in your strategy, what can ABM organizations do to maximize their return on investment?”

These best practices will help you get the most out of your ABM solution.

Retrofitting your AMB is not recommended

Jaramillo said, “We must stop listening to experts who tell us to retrofit ABM in existing lead-generation processes, lead technology, and lead reporting.”

ABM platforms and ABM strategies offer more than just increasing the number of prospects.

ABM and B2B marketing: What’s new?

Jaramillo stated that “many marketing leaders and professionals believe you can retrofit and work around your existing lead process, lead technology and lead reporting into your new ABM strategy.” If you retrofit ABM, and simply plug in new technology, you are not changing the sales and marketing actions. You are not changing customer experiences, interactions or success.

Create emotional connections for higher sales

Jaramillo was consulted by a cybersecurity company that was stuck with its ABM strategy. Jaramillo consulted a cybersecurity company that was stuck in its ABM strategy.

The company’s problem was that it was running one-to many campaigns, which raised awareness but did not speak directly to the high-value prospects.

Jaramillo said that they had created an ABM program that was based on campaigns, rather than focusing on interactions their sales and marketing team needed to have with the accounts that could deliver that highest revenue growth.

She said, “The marketing and sales teams are trying to push out messages and content in the hope that something will stick.”

Marketers can make personal connections by using ABM tools and other insights.

Jaramillo said that in most cases the reason buyers are not responding is because they don’t believe your story. It’s more likely because you didn’t make an emotional connection. It’s not that buyers didn’t buy your story. They didn’t recognize it as the story.

Sales in ABM strategy

ABM should also include training sales teams to ensure they enter the purchasing process with the correct information and at the right moment.

Jaramillo, a fintech company Jaramillo advised, was concerned with increasing the number appointments made by the sales team. The ABM strategy Jaramillo consulted was aimed at increasing the number of appointments made by the sales team.

Jaramillo said, “They didn’t consider how to change the prospect experience.” The more the company focused on scaling ABM through tech, the farther they got away from having the right conversations and delivering the correct experiences.

Customer-centricity was required in the messaging. Marketing and sales had to collaborate to create value propositions that addressed specific customer needs.

Jaramillo explained that they needed to engage the revenue and sales teams in a two-way discussion to help future clients understand the gaps, costs and risks associated with the current approach and changing it. We needed to help the teams to stop responding to predefined requirements and create a specific purchasing vision.

Bottom line: ABM should be used to create deeper connections with prospects. This journey can be made more profitable by bringing together team members from both marketing and sales.

The article Get more ROI with your ABM Tech first appeared on MarTech.