ABM Under the Hood – Episode 1 Inside the workings of ABM

Josh Weale and Jack Rawlings | Heads of ABM | strategicabm

ABM Under
the Hood

Episode 1: Inside the workings of ABM

Our new podcast, ABM Under the Hood, takes a close look into the inner workings and practicalities of everything Account-based.

From how to set a program up for success to proving ROI and beyond, strategicabm Heads of ABM, Josh Weale and Jack Rawlings, set the scene in Episode 1.

From account selection to value proposition, from strategy to execution; there are a lot of moving parts to an Account-based program.

With all the right parts in place and humming, your ABM program will run like a finely-tuned engine.

But how do you make it all come together? How do you ensure that your ABM machine is finely tuned?

Our new podcast, ABM Under the Hood, will be taking a deep-dive each episode and shining a light on the Account-based Marketing engine and all its movings parts.

Donning their ABM overalls over the coming series, strategicabm’s Heads of ABM, Jack Rawlings and Josh Weale, will be digging into the details, strategies, tips and challenges they’re seeing in ABM.

With the hosts joined by strategicabm ABM specialists – across Sales, Strategy, Demand, Execution, Creative and more – each ABM Under the Hood episode will share what we’ve learned from working with dozens of B2B tech brands and their ABM programs.

In Episode 1, Jack and Josh set the scene for what to expect from ABM Under the Hood, and outline:

Why we are launching a new podcast
The topics Jack and Josh will be exploring
What is 'Under the Hood' of ABM
Plus insight into why a close look into ABM is important

Grab your wrench – it’s time to go under the hood (or bonnet as the Brits call it!)

6 things you’ll learn from ABM Under the Hood

How to set your program up for success

“The secret of getting ahead is getting started. The secret of getting started is breaking your complex, overwhelming tasks into small manageable tasks, and then starting on the first one.” - Mark Twain

The same can be said for Account-based Marketing. It may seem overwhelming at first with so many moving parts. So much to orchestrate. So much to get right (or wrong).

We’ll be sharing how to get started. How to pilot. How to start small, learn to walk, crawl, and then run. We’ll share with you insights on how other companies have started and what they have learned on their ABM journey.

How to demonstrate ABM ROI

The big question.

How do you actually demonstrate the impact of your ABM program to Senior Leadership? What should you measure? And what can you actually do, in what timescales, to meet your milestones?

We use the 3Rs methodology to measure the impact of any client ABM program: The Reputation you create and the Relationships you build will define the Revenue you generate.

And one of the biggest questions that we are asked is: How do you quantify the value of those elements within your ABM program?

Also: How can you prove value in the short, as well as the medium and long term, when you’re targeting Enterprise-size businesses with long sales cycles, of 12, 18, 24 or even 36 months?

Ultimately, ABM is a long-term play. But we’ll explore tips, tricks and strategies on how to show impact back to the wider business at every stage, including early on.

When it comes to Enterprise deals – you might be looking at 12-month, 18-month sales cycles, but the ABM program has got to show some kind of impact to the wider business in those early stages, in the first six months, first nine months.

Josh Weale, Head of ABM, strategicabm

We’ll be defining what ABM is… and what it isn’t

If you’re hoping an ABM program will solve all your problems, and solve them fast – hit the brakes!

ABM is not a silver bullet to your marketing, revenue, pipeline, etc. problems.

While it’s true that ABM done well can be truly transformative; it’s important to define exactly how ABM will work for your business, what you want to achieve from your program, whether it’s truly a good-fit for you, how long it will take, and much more.

If you don’t know the answers right now – that’s OK!

There’s a trunkful of definitions and perspectives out there; on what ABM is, how programs should run, and what is – and isn’t – Account-based Marketing.

So, from defining One-to-many to exploring the specifics of One-to-one; Josh and Jack will be getting their hands dirty, helping to define the details.

How to bring others with you on this ABM journey

The first piece of trust-building in an ABM program isn’t with your accounts. It’s with your internal teams.

Most ABMers know that Sales and Marketing alignment is critical for ABM success.

But, alignment goes much further than just those departments. Your whole organization – especially your stakeholders – should have an understanding of what ABM is, why you’re doing it, and what to expect from a program.

However, having those conversations can be hard. And one way to approach them effectively is to present ABM as an evolution of existing activities, not a total reimagination.

For Josh, ABM is a ‘lens’ on top of existing marketing; designed to focus in on key accounts.

It's not about trying to, kind of, put ABM on a pedestal as something that's going to solve all your problems, because you're doing something different. It's just part of what you're [doing], it's an evolution or a revision

Jack Rawlings, Head of ABM, strategicabm

How to launch an ABM program

What would you consider if you were starting an ABM program tomorrow?

Having a crystal-clear view of your ABM readiness, a deep understanding of your accounts, how to prioritize them, and any current successes is critical.

It’s about knowing where ABM fits into your current activities, and understanding exactly where a program is a good fit – and with which accounts – to draw out your strengths.

It's about understanding where you are today, and understanding, really, whether ABM is the right thing for you. Because it's really important that, when you start an ABM program, you have the foundation set up. And that means, taking into consideration: Do you know who it is that you want to go after for your ABM campaign?

Josh Weale, Head of ABM, strategicabm

From setting your foundations to selecting the right accounts and developing the right insights, we’ll explore all the steps to effective program rollout, and what ABMers should consider in the first few months.

Why an aligned mindset wins out

Did you know that some of the most successful ABM programs we’ve seen were not only driven by Sales and Marketing from the start, but also had buy-in from Senior Leadership?

It makes sense, right? Get everyone on the same page with ABM as a strategic value-driver, and you’ll be running smoothly, right from the starting line.

Creating that kind of aligned, ‘Account-based everything, Account-based everywhere’ mindset is Jack and Josh’s secret to programs done well.

So, expect to see tips on how to get buy-in, how to align all teams, and how to prioritize an ABM mindset across your organization.

A lot of the times, what we often see is that ABM becomes – because it's got Marketing in the title – it becomes a very much Marketing-led motion. But the reality is, is that ABM was never intended to just be a Marketing activity.

Josh Weale, Head of ABM, strategicabm

There’s a lot more under the hood!

By no means are these all the topics we’ll explore!

Whatever your ABM challenge, from day-to-day concerns to wider questions, there’s an answer to be found Under the Hood.

So, you can expect insight from experts across every Account-based area; from Strategy, to Sales, to Creative, to Execution and more.

The first episode of ABM Under the Hood is now live, so make sure to check it out!