How to Buy ABM: Part 1 – Selling ABM Internally

The Account Based Marketing (ABM) revolution is upon us, as the smartest B2B companies are turning to this strategy to close bigger deals and grow their businesses.

Though executing your ABM strategy is becoming easier through technology, buying ABM technology and rolling out internally can be tough. That’s why I’ve put this this mini-blog series. Follow along and use each resource to sell ABM to your organization, justify your investment, and establish a strategy to get up and running with ABM quickly.

How to Sell ABM to Your Colleagues in the C-Suite

At this point, most smart B2B marketers know the benefits of of ABM and how the strategy can help impact key business outcomes. However, it can be hard to sell it to other key stakeholders.

If you find yourself struggling to get buy-in, you will need to put together a presentation that sells the value of ABM.

In this presentation, you’ll want to include:

An Executive Summary – one slide on that summarizes the presentation and provides context for the conversation.

What and Why – For those in your company who may not know, you must define Account Based Marketing. Feel free to use our definition as a base, but I encourage you to refine the definition using your own terms that others in your organization can relate to more easily. Next, articulate what you’re trying to achieve. And, finally, provide some stats. Draw from industry surveys, benchmark reports and other credible sources. Here are a few of our favorites:

See Engagio’s Internal Selling Presentation

Requirements – Based on what you’re trying to achieve with ABM, you need to lay out the essential elements of what an ABM solution entails.

Here’s what we believe the essential elements of an ABM solution are:

  • Foundation – A system that matches all leads to their respective accounts and aggregates account data in a single source. This is table stakes for any company looking to start ABM. You can’t do ABM with it.  This part is also much easier than most people realize.  If you feel you need to wait to get data ‘in order’ this is a good first step and it takes days not months.
  • Execution – A solution that enables your entire organization to orchestrate plays and create engagement at high-value accounts. You need a central place to coordinate your ABM efforts. This solution should seamlessly fit into your existing stack.
  • Measurement and Metrics – A way to determine the impact of your ABM programs on key business metrics across all stages of the funnel, from early stage indicators like awareness and engagement to later stage pipeline and revenue.

Overall Recommendations – Give your specific business case, this single slide should provide a recommendation for how your executive team should move forward with ABM. Which solutions should you use?

One of the most important things to stress to your team is that implementing ABM doesn’t have to be a daunting, time intensive venture. In fact, if you choose the right vendor with great support, you’ll be able to get up and running without hardly missing a beat.

I know that can be a lot of work. The good news is that we’ve done a lot of it for you!

Drawing from our experience and expertise with ABM, we’ve put together this presentation just for you. Use this presentation to convert a key member in your organization to become champions of your ABM initiative.

Download This Professional, Pre-Built Internal Selling Presentation and Present it to Your Team Today!

Here’s what to do next:

  1. Visit our resource center to download presentation.
  2. Replace {{company name}} with your company name, then add any other relevant information that would be useful for your company
  3. Present to your org!

Good luck!

Stay tuned for next week when we dive into assessing your organization’s readiness for ABM.

UPDATE: Part 2 and 3 are now live!

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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