Let's talk ABM

**Building credibility with ABM** with Kathryn Nimmo ABM Marketing Manager at HP

Sales experience feeding into ABM

Coming into HP from IBM and with a background in Sales, Kathryn appreciates the difficulties that can arise because ABM takes time – “months to a year to run a successful campaign” – whereas Sales is all about targets to meet.

Bridging the gap is about empathy and a process of humanizing, she says: “I can talk to them one-to-one… How can I be your friend? How can I help you? What can I do to make your life easier right now? And… straight away, you get that alignment.”

Focusing on areas of opportunities

The ABM program at HP is focusing this year on a relatively small group of 25 or 26 accounts, existing customers and all enterprise accounts.

Kathryn explains that typically these are all examples of good relationships, and presenting opportunities for services growth, “because ultimately that's what we're looking to achieve”. However, going forward, the possibility opens up for expanding ABM to acquisition accounts – and building new relationships.

Taking a realistic approach to success

With a One-to-one approach, but essentially just herself and a very small team running the ABM program, Kathryn has learned a valuable lesson.

As an ABMer, she explains, you feel responsible, and it's only natural to want success for every account – but sometimes there’s too much emphasis. Rather than pushing across all accounts, she advocates working out where things will work, and for which other accounts – and to try not to take things too personally.

Watch the full interview here