6 ways to build buyer experiences with ABM

Lisa Sharapata | CMO | The Arbinger Institute

6 ways to build buyer experiences with ABM

ABM succeeds or fails by the accounts that you choose to target. They should be front and center of every decision!

Informed by your Ideal Customer Profile, and guided by your first- and third-party data, accounts are the hub from which to roll out creative strategies and messaging tactics.

And the beauty of that account focus? It’s ABM’s ability to deliver truly unique and personalized experiences, which wider B2B strategies simply can’t do.

In a previous episode of Let’s talk ABM, we had the pleasure of speaking with Lisa Sharaaata, during her time as CMO at BoostUp, about the evolution of ABM and the future of the buyer experience.

Lisa is now Chief Marketing Officer at the Arbinger Institute.

In the interview, we discussed:

How Lisa has seen ABM change over recent years
How best to use intent data in your ABM program
How the buyer experience needs
to change
Her advice for anyone launching an ABM program

Adapt to ever-changing environments

If the past few years have taught us anything, it’s how quickly the world – and audience behaviors – can change.

Today, we’re all more than familiar with virtual meetings and hybrid or remote setups. But that shift has meant that the ways we engage our target audiences have had to adapt.

And while some tactics such as events and face-to-face meetings are now back, initially, the widespread shift to remote working meant that prospects became more difficult to reach.

After that shift, marketing success meant finding new ways to cut through, and to engage on a personal level. Interactions became more about the value exchange, and less about conversion. And that is exactly the mindset that ABM promotes!

Of course, conversion is still paramount to success. But, truly valuable buyer experiences are driven by personalization, empathy and understanding at every touchpoint – not just when a deal closes.

Today, success means adaptation. It’s going above and beyond in order to deliver buyer experiences that are centered on true value, creativity and innovation, and which not only build up existing relationships, but set the foundations for new ones.

I think the remote environment has changed things and everything's gone digital. So, there's so many people who are doing all the research online now. You don't have to have a face-to-face meeting.

Lisa Sharapata, CMO at The Arbinger Institute

Leverage the power of intent

With ABM, organizations have the ability to pinpoint exactly who they should be targeting. Forget outdated ‘spray and pray’ tactics, or wasted marketing spend!

Fueled by intent data, ABM hones in on accounts that are currently active in-market, and helps marketers to understand the pain points and challenges of those that fit their ICP. In a world where marketers are fishing with a net, ABM allows you to fish with a spear (and aim for bigger fish)!

That’s not to say that intent data is a magic pill. Using it still requires a lot of work – from accessing to analyzing, to using intent to fuel your creative campaigns.

Simply harnessing the data won’t be enough to set you apart in competitive industries.

So, focus on how you use intent.

Intent data gives a behind-the-scenes peek at how your target accounts think. And that is a powerful tool! So, use it – to make their lives easier

Focus less on plugging your product, and more on fixing account pain points. Create a buyer experience that is fueled by data, and that speaks to the account’s direct challenges.

I definitely think intent holds water. And I can't imagine going back to a world of form fills and lead scoring. But I also think you have to take it at face value.

Lisa Sharapata, CMO at The Arbinger Institute

Make every experience P2P

Contrary to popular belief, B2B doesn’t have to be boring! At the end of the day, whether you’re targeting businesses or consumers – they’re still people.

No matter what tactics you use, technologies you employ, or data you harness, the principles of good marketing remain the same. Essentially, an effective approach boils down to understanding your customers and knowing how to make their lives easier.

Creating a more human, personal buyer experience for your accounts is the key to a future-proofed ABM program. Follow a human approach, and your efforts will be relevant no matter what new technologies or tactics emerge!

It’s no longer B2B or B2C; it’s P2P:

People-to-People marketing.

Plus, a brand that can deliver true empathy and understanding will not only be more likely to capture the highest value accounts, it will also stand the test of time in competitive markets.

It's really P2P, like it's people-to-people and the technology and all of the intent, it'll evolve and change and expand. But the basic principles are still the same, and you have to get that right.

Lisa Sharapata, CMO at The Arbinger Institute

Look for new, innovative ways to connect

As we know, in a remote-first world, marketers and salespeople alike have to find new ways to connect and engage – to serve more personal, targeted and meaningful interactions.

But, what does this new way of connecting with accounts look like?

ABMers are driving the marketing shift to educate target audiences in a customized, more personalized way.

Think bespoke ‘Lunch & Learn’ sessions, community-building via channels such as LinkedIn, free master classes etc.

Providing your accounts with new opportunities – to network with like-minded professionals, to deep-dive into their challenges, to find out how they can be fixed – is far more likely to drive results than sending generic, templated emails, or running cut-and-paste workshops.

In a world of constant digital communication, you need to be able to present your accounts with something that stands out. You need to offer them true value.

And with genuine, face-to-face interactions growing increasingly scarce, finding ways to humanize your approach is, again, what will help your organization to thrive.

It's hard to track people down, and if they don't want to answer their phone, they're not going to. So, we're really looking to find some newer, more modern or innovative ways to connect with people through the programs.

Lisa Sharapata, CMO at The Arbinger Institute

Keep the account front-of-mind

With Account-based Marketing, it’s easy to get caught up in new technology, creative strategies and trending tactics. But, be careful not to lose sight of what matters most…

Your accounts!

At every stage of a program – from account selection to your tactics, to the insights you harness, or the creative strategies you employ – the account should always be front-of-mind.

And as that account moves through the buyer stages, you should adapt and refresh your approach to suit their changing needs.

Aim to educate where they lack information, and to inform based on their evolving pain points.

Naturally, the deeper you get into the funnel, the larger the buying committee will become. As you progress, remember that more decision-makers will be involved – and reflect that in your messaging. Different stakeholders will have different concerns, challenges and goals – so dive into them, and adapt your approach accordingly.

People want to feel valued and important, and like you're going to be able to help them, and so you need to understand who is and isn’t involved in making these decisions.

Lisa Sharapata, CMO at The Arbinger Institute

Don’t overcomplicate it

Account-based Marketing is transforming the way we see B2B. But by no means is it an instant fix, and it shouldn’t be treated as such.

ABM doesn’t have the power to solve all your marketing challenges. And you can’t just press a button to see results flood in. It’s an investment and a long-term commitment. The results will speak for themselves, but you shouldn’t overcomplicate it.

The power of ABM lies in its principles and foundations.

Put the customer at the center. Build your program around them. Use insights to fuel a personalized and engaging strategy.

Some would argue this is just good marketing. Others firmly believe it’s a strategy in its own right. But regardless — get these foundations right, and you’ll be on track for success.

If you don't have all the other cores – product market fit, a clear message, understanding your target audience, your buyers, and what they need and what they want – you can run whatever ABM program you want, but that's probably not going to work.

Lisa Sharapata, CMO at The Arbinger Institute