How Should Sales Reps Be Approaching ABM?

Now that Sales and Marketing are breaking down the barriers and aligning with one another, organizations with ABM programs in place are seeing tremendous success. At Engagio, we’ve been putting out a lot of content to help marketers execute their day-to-day activities in an account-based world.

However, we haven’t talked as much about how sales reps should be approaching ABM. That’s why I wanted to sit down with Nick Leader, an Account Executive at Engagio, and hear how he thinks about ABM. Nick has spent most of his career in the MarTech space, but this is his first time working for an organization that is account-based rather than lead-centric. He has some great insights and fresh lessons to share with other reps if they want to reap the rewards of ABM.

Here’s Nick.

(Watch on YouTube)


Brandon:  Hey everyone, Brandon Redlinger here, Director of Growth at Engagio, and I am joined today by Nick Leader, who is an Account Executive on the team, welcome Nick.

Nick: Thanks, Brandon.

Brandon: So I wanted to grab Nick today because he had some great insights on how he’s using ABM and I would love to hear how you think about using Engagio and really being account-focused as a sales rep.

Nick: Yeah, so, I came from a company that wasn’t account-focused in the slightest, and so, coming here, you know, I didn’t really have a sense of what that entailed. But I will say, two of the things that I really like are, one, it helped me visualize everything that’s going on. So, I joined Engagio about four months ago now, walked into a new territory, there was a rep that is no longer here that had that territory.

So for me to be able to see what he was doing in those accounts, who was engaging, what they were engaging with, and then moving forward, being able to prioritize my day to say, since there’s such a large territory, we have five reps here, you know, I have like six thousand accounts. So, walking into the, you know, the Monday morning meeting like, what can I do, on day one, to start calling these people, and I do that by prioritizing based on who’s been engaging with us most. That’s not something I was ever able to do before.

And it shows me what marketing is doing to help too. So, some of the things that I reach out, based on what marketing does, is maybe they sent some sort of content that was opened or downloaded – I wanna call that person. Maybe they did a webinar invite or a trade show invite. You know, these are things that I didn’t necessarily have visibility into at my last company,

That would be, would have been awesome to be able to follow up from or with. And, so that’s definitely great insight to have as a rep.

Brandon: So you have full visibility into the accounts, and you’re better able to prioritize your time now.  Talk to me about how it’s been now, at a company that you work a lot more closely with marketers.

Nick Yeah, so it’s funny, so, first week on the job, I had this thing on my calendar called an ABM stand-up. I had no idea what that was, so I showed up for this meeting and it was with our Field Marketer, Sandra, and she said, in these meetings, what I like to do, is take your highest priority accounts, figure out all of the people that could potentially talk to us, which is essentially mostly marketing people, maybe like a CRO.

But they’re large companies, so and then we figure out a game plan to go after these people. And it’s a combination of, like, direct mail, do we do field events, like maybe I go fly out to Texas and meet these people. Do we do a dinner or invite them to a trade show we’re doing? But it’s a very, like, strategic way to get your most senior people that you’d wanna talk to – the CMOs, the CROs – involved, which as a sales rep, it’s nice to know that marketing’s helping me, and it’s not just me trying to cold call my way to a number. You know, it’s nice to know that they’re setting aside their time.

To say how can I help you, and that it’s kind of me leading the “here’s who I wanna go after” “and here’s why” and them giving me ideas to say, oh I think this would be cool. So, I appreciate that for sure.

Brandon: Nice, I love it.  Thanks Nick, really appreciate your insight.

Nick: Yeah, thanks Brandon.

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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