I spoke to ChatGPT about ABM

ChatGPT & me have been good friends for almost an year now

Yesterday, we were catching up & the conversation moved to ABM.

I asked him

He listed 5 problems & I thought would be fun to talk about

1) Sales & Marketing Alignment

My last newsletter was exactly about this. If you missed it, here you go.

https://recotap.substack.com/p/how-we-married-sales-and-marketing

I’ll still give a TL:DR here:

-          Daily Sync up

-          Weekly Account Review

-          Monthly ABM Process Review

-          Core principles: Document, Processify, Keep it Simple

-          Hire Em Right!

2) Not using the right systems & processes

Now this is a very interesting problem that isn’t addressed enough

It's not just enough to implement ABM

But proper monitoring with tactical re-routing as & when required is essential to a successful ABM program

These could be some questions to help you evaluate:

• Is the TG responding as intended to various touchpoints? Evaluate the channels that perform well, figure out what works and invest more into that channel.
• What are the least performing channels? Should I revamp them or remove them?
• Is overall per-account relationship improving well?
• What are the bottlenecks the process faces, and what can be done to eliminate or reduce them?

This is the perfect place to introduce Recotap……..

Having an ABM platform that helps you automate the process of tracking account health through engagement scores, and specialised dashboards will help make System Administration very easy. Recotap does this well, obviously.

3) When to Act & When Not to

The whole point of ABM is to give personalized attention to accounts.

Track account journey regularly and customize their strategy according to input triggers you can set for all accounts.

Some example triggers could be:

• 20+ clicks on ads
• Reply to personalized email
• Response to LinkedIn DM

Have a daily (if possible) or weekly tracking system which enables this.

If you simply aren’t able to execute even with systematic tracking, maybe you have taken up more accounts than you can handle for your bandwidth and reduce the prospects accordingly.

4) What to Measure

Bucket Bucket Bucket.

Don’t use the same strategy for all your accounts.

Sort by industry, company size, deal size and other such important factors.

Segmenting properly will automatically help with measurement challenges

And also when it comes to ABM analytics, you know which tool works best 😉

5) Implementation Challenges

Even if you have ABM battle-tested marketers in your team, adopting ABM may not be a seamlessly easy process.

Here’s the story of a close call we directly helped avoid just a couple of weeks back.

Here's the Linkedin post

Implementing ABM takes time, effort, research and above all self-awareness across board. Know Thyself