Let's talk ABM

Watch an episode from our Archives **Winning with ABM** With Lindsay Baggett, Senior ABM Manager at Tanium

Avoid your ABM becoming RAM...

That’s ‘Random Acts of Marketing (RAM)’! But how do you avoid being seduced by what Lindsay calls “the flash and bang of really cool campaigns”? Simply, if what you’re doing doesn't fit into a full-funnel strategy, then it’s not true ABM.

"This is a long-term commitment, and every step of the way needs to be thought out” as Lindsay explains – RAM only becomes a danger if you forget that with Account-based Marketing, the strategy always comes first.

Maybe ABM should be called ABS?

ABS? Account-based Service – a better way to explain ABM? Maybe, when you’re working on that crucial alignment between teams. Lindsay stresses the importance of being clear about what it IS – and also what ABM is NOT.

So: “It's not about MQLs, it's not a light switch – something that we turn on and off” – what it is is a service, to support Sales and the organization as a whole.

Don’t be scared to ask for help

This is Lindsay’s answer to a classic podcast question: "What's your greatest ABM learning?” When someone is struggling, the team hits a bottleneck or a point of friction... remember that ABM is a team sport.

“Maybe there's synergies to help you accomplish more, without it all being on your shoulders?” There’s a wise head on Lindsay’s shoulders, that’s for sure. Check out more of her wisdom by listening to the whole episode!

Watch the full interview here