Celebrating one year of DashDot!

Celebrating a year of DashDot!

It’s been 12 months since the launch of DashDot.

And we’ve shared a heap of insight, tips, and industry knowledge from ABM’s best and brightest.

It’s time to celebrate a whole year of DashDot - and look back at some of the outstanding thinking and value that the ABM community has contributed.

We couldn’t have done it without all of you!

So what have we learnt? From first-hand ABM tips, to unlocking the power of the dark funnel, to securing Sales and Marketing alignment and more - let’s take a look back at the last 12 months of DashDot.

The rise of peer-to-peer ABM | February 2022

In our first edition, strategicabm CMO, Declan Mulkeen explored how Marketing, Sales - and buyers have changed, and why a peer-to-peer approach to ABM is effective.

Why peer-to-peer ABM?

Buyers are interacting less with Sales. In fact, Gartner reports that B2B buyers may spend as little as 17% of their time interacting directly with supplier Sales teams.

The modern buyer is self-educated and well-informed. It’s no longer the job of Sales to act as the source of all wisdom; it’s their job to make sense of it all – to be a trusted voice that reduces the information overload and shows the buyer what ‘good’ looks like.

Decision-makers – like CISOs, CTOs, etc. – don’t want to talk to Marketing. No offense! They don’t want to talk to Sales. They really want to talk to their peers. In technical sales, I expect 2022 will see the power of the subject matter expert to become a content creator.

Richa Pande | Global Head of ABM Campaigns | HP

Sales needs to identify and work side-by-side with subject matter experts – the people that buyers really want to talk to. Better yet, they can become subject matter experts themselves!

Connect these subject matter experts with the buyer, offer genuine relationships built on knowledge sharing, and you have peer-to-peer ABM.

Feel the force of the Dark Funnel | March 2022

What’s beneath the surface of your campaign engagement? March 2022 saw us explore the power of the Dark Funnel and Dark Social, and their impact on ABM.

What is the Dark Funnel?

ABMers are masters at tracking engagement, right? We have all the measurements at our fingertips, telling us what’s working and where we need to optimize.

But that’s just the tip of the iceberg.

What lies underneath is everything we can’t see. All the conversations on private channels – the direct messages and sharing of links.

The Dark Funnel is seemingly impossible to measure. Buyers travel through the sales funnel untracked; educating themselves outside of your ecosystem.

But Marketers need to tap into that ‘dark side!’ For example ‘Dark Social’ refers to all that untraceable - but invaluable - activity on social media that educates, builds relationships, and leads buyers through your sales funnel.

Alice de Courcy, CMO at Cognism, defines the Dark Funnel as:

...a term that means the places that buyers are engaging and making decisions that no attribution software or tracking can account for.

Looking for a Dark Social strategy that works? These are our 6 steps for ‘dark’ success:

Be part of the conversation
Join communities
Create customized content
Start conversations

5. Rethink your metrics

6. Avoid a sales-first approach

The key is to lean into what’s happening – Dark Social isn’t going away. Leverage the tools and insights at your disposal and you’ll start to see the light flooding in.

ABM vs. DBM | April 2022

Account-based Marketing (ABM) vs. Deal-based Marketing (DBM). In April 2022, Neil Berry spoke to us in his previous role as Head of Global Account & Deal Based Marketing Centre of Excellence at Atos to explore if ABM and DBM can ever be partners in crime.

ABM vs. DBM

Are these two mortal enemies? Or can they work together in harmony? The question goes right to the heart of defining “Just what is, and what isn’t ABM?”

DBM may not always be considered an ‘Account-based’ approach. But according to Neil; get it right, and you can be well on your way to fulfilling the all-important ABM Three Rs; Reputation, Relationships and Revenue.

What’s the difference between ABM and DBM? It boils down to what and who they target.

Account-based Marketing targets an account and treats it as a market of one
Deal-based Marketing targets a specific deal and treats that as a market of one

As Neil explored; ABM and DBM can, in fact, work in harmony! All that’s required is qualification – identifying which deals could use the support of Marketing.

Focus on the big deals in which Marketing can make the most difference.”

Neil Berry

As Neil outlined, to succeed - it would be a stretch to try DBM on every single deal. So knowing which ones to focus on allows ABM and DBM to work together. Your top-tier ABM accounts will certainly need deal support, as will others outside that realm!

But, get the right balance, and you’ll see DBM support your ABM strategy.

Reshaping ABM | May 2022

Sharing some incredible first-hand ABM experience, Canberk Beker, in his previous role as Head of Growth at Deepcraw, outlined how he set up Deepcrawl’s ABM strategy in the May 2022 edition.

The Deepcrawl ABM journey

ABM is no longer reserved for large global enterprises with head-spinning annual contracts.

But, just because others can (and should) take part, doesn’t mean the road is a smooth one.

Canberk Beker started his ABM journey upon joining Deepcrawl in 2021 and began by exploring what ‘real’ ABM was, before building a program of his own.

This meant avoiding a common mistake people often make – relying too heavily on technology. While these tools are useful, Canberk understood that they weren’t right for what he was trying to achieve.

First, he set about identifying target accounts with a data-driven approach. Next, he developed an ICP scoring system, and the company’s CTO built a tool to run it.

Finally, the value proposition was laid out, and personalized campaigns were rolled out to the target accounts.

What we’ve discovered along this ABM journey is that if your audience sees you as genuine they will approach you and become customers.

Canberk Beker

The results speak for themselves. Deepcrawl’s website infrastructure analysis tool was soon on the open market and offered target accounts incredible value in an effort to build reputation and relationships.

How to Elevate Your GTM with Account-based Intelligence (ABI) | June 2022

What is Account-based Intelligence? And how can it strengthen your go-to-market strategy? In June 2022 Dylan Freier, Senior Manager of ABM at Matillion shared his insight into succeeding with ABI.

Elevate GTM with ABI

According to Dylan, it’s common to see B2B companies struggle with GTM. Yet Account-based Intelligence (ABI) can transform it!

Why? Because ABI blends a range of data, e.g. first- and third-party data, to gather rich insights into customer accounts.

It’s a framework that can be used to build effective interactions with prospects and existing customers alike.

Low-quality data has limited many a Marketing team from achieving what they otherwise could. Scattered, or incomplete data causes ABM blind spots – and ABI sets out to combat this.

In ABM, you can use ABI data to measure a prospect's behavior and intent, and as a goal; use that context to identify opportunities sooner, pursue deals quicker, and fuel growth.

Dylan Freier

ABI allows companies to identify quality leads, gain a better understanding of accounts, and personalize their content. It’s no surprise, then, that 70% of Marketers reported using ABI in 2021.

ABI empowers Sales with insights, and allows you to improve personalization. By ethically sourcing data, developing a robust strategy and using automation tools, you set yourself up for a truly data-driven ABM approach.

This means you put your best foot forward from the start.

Marketing in the metaverse: Why ABM is primed for success | July 2022

What is the metaverse, and how can Web3.0 experiences support an ABM program? Google’s Jade Bonacolta shared insight into this new frontier in July 2022.

ABM and the metaverse

The metaverse is shaping up to be a new world for marketing – and early adopters could reap the rewards

From the metaverse, to AR to VR; virtual experiences are set to reshape how we deliver personalized experiences to, and engage with, accounts.

In short, it’s a new way to interact, socialize, work and do business.

Real estate buyers will no longer review floorplans; they’ll be offered a virtual tour to explore the halls of a building before it’s even constructed. The tour could actively adjust and personalize the decor, color scheme or even layout – all through a VR headset.

Jade Bonacolta | Head of ABM for Media & Entertainment and Games | Google

So, what does this mean for ABM?

It means a new avenue for hyper-personalization - creating unique customer experiences that leave a lasting impression.

The possibilities for ABM are endless, and the future of the metaverse gives us plenty of reason to be excited.

How to sell ABM to Sales | August 2022

Marketing and Sales alignment is one of the core challenges ABMers face! In August 2022, Mujesira Dudic, Director of ABM (Financial Services) at Capgemini covered how to bridge the gap.

5 tips to sell ABM to Sales

For ABM to work, Sales and Marketing need to be aligned.

Part of that alignment comes from convincing Sales that ABM is the right path to take. As with any product or service, a user needs to understand and appreciate the benefits before they jump on board.

ABM is no different. That’s why Marketers need to ‘sell’ ABM to Sales – to prove its value.

ABM is really AB-GTM. It is an Account-based Go-to-Market strategy that is built around the internal collaboration between Sales and Marketing – necessary to create a positive customer experience.

Mujesira Dudic | Director of ABM (Financial Services) | Capgemini

Mujesira Dudic shared her 5 steps to getting Sales on your side:

Paint the big picture of ABM, then break it down and clearly define the role that Sales will play.
Create deadlines, but allow flexibility. This comes from having an open dialogue which builds trust and, in turn, allows for valuable feedback from Sales.

Don’t assume everyone is familiar with technology. Make arrangements for different ways of learning, and always be open to questions.
Create ABM champions and celebrate wins throughout the ABM journey. This will help to highlight the impact of ABM.

Align your program with the priorities of Sales. Keep your ear to the ground, and involve them in the ABM process.

Read more in the August 2022 edition of DashDot.

8 tips to build an Enterprise ABM strategy | September 2022

Are you really doing ABM? Or is it just good B2B Marketing? In September, Richa Pande, Head of Global Marketing at HP, shared just what makes ABM so special - and how to build an ABM strategy that’s suitable for Enterprise.

ABM for Enterprise

What are Richa Pande’s tips for Enterprise ABM success? Shared with us on an episode of our Let’s talk ABM podcast, Richa explored that results hinge on.

1. Being prepared to play the long game and champion ABM by committing to it; results won’t happen overnight. And remember that it’s not just about building revenue.

2. Getting everyone on the same page. With buy-in from Sales, leadership and others throughout the team, you set yourself up for a robust strategy that points in a single direction.

3. Matching each program to the correct target accounts by sifting through insights and data, to ensure suitability.

4. Determining your business objectives and aligning your ABM program with them – whether that’s logo acquisition, customer expansion, or something else.

5. Mapping out the journey of a sale, so you know what to expect, who’s involved and the roles they will play.

My recommendation to anyone who's about to embark on the ABM journey is: Put in that prep work. It's very tedious. It's the non-glamorous, non-sexy part of ABM. Put in that work before you put your name against leading an ABM initiative.

Richa Pande | Global Head of Marketing | HP

6. Remembering that ABM is not a one-person band. Break down the walls between departments, and leverage skills across the board.

7. Finding your North Star metrics - and returning to them for measurement and optimization.

8. Success comes in many forms, and for ABM, it’s not just about revenue. Make sure to celebrate wins in reputation and relationship growth.

6 tips for ABM success | October 2022

What does Google Cloud’s ABM journey look like? To hear that story in October 2022, we spoke with Akriti Gupta - previous Global Head of ABM at Google Cloud (now LinkedIn).

ABM and Google Cloud

Growth is good. But often, there’s a worry that it drags you further away from truly understanding and engaging with your customers.

When we spoke to Akriti Gupta, then Global Head of ABM at Google Cloud, she offered up some advice for ABM success that brings you closer to your accounts:

1. ABM is about making mistakes. No, really! It’s about failing and learning quickly from those failures to understand all the ways you can improve.

2. Build a solid foundation for your program before starting. Understand your accounts and the key decision-makers to best prepare you for long-term success.

3. Get cozy with Sales by educating them on the value that ABM can bring to their work, and ensure your teams are aligned in their objectives.

4. Make use of insights and data to truly get to know your accounts. Understand their pain points, and remember that empathy is what drives your program.

5. Create harmony between ABM and Demand Generation, as these shouldn’t exist in isolation. Getting them to work together will unlock success.

6. Communicate, communicate, communicate! Keep the lines open to ensure your team is always on the same page and heading in the same direction.

It's not just that ABM isn't ABM without Sales. I think ABM shouldn't exist if there's no Sales team and if you're not working closely with the Sales team.

Akriti Gupta | ex-Global Head of ABM | Google Cloud

TikTok TikTok: The B2B clock is ticking | November 2022

Should ABMers be on TikTok? In November 2022 our own ABM Executive Mollie Nevins explored the lessons, trends and benefits to considering TikTok in your approach.

TikTok: A B2B gamechanger?

Many people won’t blame you for thinking that TikTok is a platform for viral dance numbers and lip-syncing videos.

But you’d be wrong.

The social media network represents a new opportunity for Marketers, and B2B could be a significant area of growth. It’s changing the way we consume content with its focus on video and interactive features.

While the ad targeting may not be as robust as LinkedIn, the platform offers an opportunity to communicate with wide audiences and build communities.

Today's audiences are much more skeptical of being obviously marketed to. They don’t want to be sold to, they want to better themselves. (Or at least be entertained!)

Mollie Nevins | ABM Executive | strategicabm

To get the most out of your TikTok marketing efforts, there are a few simple things to keep in mind.

Show your audience that you know them, otherwise they’ll quickly move on. Add real value with your content, partner with influencers, and keep it short and sweet. New platforms and technologies always offer exciting opportunities, and TikTok is no exception!

Let’s talk ABM: 50 episodes, 50 ABM lessons | December 2022

After 50 episodes of our Let’s talk ABM podcast, we explored lessons learned and core tips from our incredible guests and ABM leaders.

Let’s talk ABM!

50 episodes, 50 ABM lessons!

That’s a lot of insight – from ABM journeys and tips on strategy, to the power of insights and ABM as a team of one.

Our cast of ABM experts delighted and inspired us with tales of their experiences invaluable knowledge - and we couldn’t have done it without them!

Read their collated insights and takeaways in the December 2022 issue of DashDot.

5 lessons from a successful ABM program | January 2023

Kicking off 2023 with a bang, January saw us share our own ABM case study with BlueBotics: an ABM journey that built a $4.5m pipeline and more.

Building a $4.5m pipeline from scratch with an Account-based strategy

What makes a successful ABM program?

Is it revenue growth? Improved reputation? How about the fostering of new relationships?

For BlueBotics, a global leader in autonomous navigation technology, it was all three.

The company partnered with strategicabm and delivered $1m in closed-won revenue, built a $4.5m pipeline, garnered a reputation as a trusted voice in its field, and developed new and existing relationships with key accounts.

Matt Wade, Head of Marketing at BlueBotics, teamed up with our very own Head of ABM, Jack Rawlings to deliver these results at B2B Marketing’s Global ABM conference.

Here are 5 lessons from that program.

1. Be realistic from the outset about what you hope to and, more importantly, what you can achieve.

2. Communicate your value with clear messaging. With your team aligned, this will help accounts understand why they should trust you, and even advocate for you.

3. Get close to your accounts by building relationships, understanding their pain points, and personalizing your messaging.

4. Plan for the future by speaking with accounts that aren’t yet in the buying stage. Build trust and, down the line, you’ll reap the benefits.

5. Remember, ABM is not magic! Success comes from hard work and setting clear expectations of what is (and isn’t) ABM.

But wait… there’s more

Making DashDot has been an adventure. All that’s left to do is continue it!

Get ready for fresh insights each and every month, as we share what’s next in the world of ABM.