First hand experience from pitching ABM concept to implementing a pilot, developing a team from scratch and ultimately integrating a strategic approach of client centric marketing as a core component of the marketing strategy. The admittedly intensive journey led to rewarding customer and sales feedback, real added value for the business but also genuine human relationships due to memorable experiences. The intention of the talk is to share learnings from avoiding pitfalls to examples of how ABM plays across various channels might look like as an impulse for inspiring exchange within the ABM community. 

Session focus

• Strategy & Planning: High-level discussions on designing and implementing ABM strategies.
• Personalization & Content: Creating customized campaigns and messaging for target accounts.
• Sales-Marketing Alignment: Best practices for collaboration between sales and marketing teams.

Audience Level

• Beginner: For attendees new to ABM, focusing on fundamentals.
• Intermediate: For those with some experience, diving deeper into techniques and tools.
• Advanced: For seasoned professionals looking for cutting-edge strategies and innovations.

Industry Relevance

• Enterprise ABM: Topics for large organizations managing complex campaigns.
• Industry-Specific Examples: Tailored strategies for sectors like technology, finance, healthcare, etc.

Emerging Trends

• Omnichannel ABM: Strategies for engaging accounts across multiple channels.

Organizational Challenges

• Overcoming ABM Obstacles: Addressing common pain points like data quality or team alignment.

Specific Goals for ABM

• Pipeline Acceleration: Tactics to move target accounts through the sales funnel faster.
• Customer Retention: Using ABM to strengthen existing relationships and drive upsells.
• Account Expansion: Targeting additional opportunities within existing accounts.

Organizational Change and Leadership Buy-In

• Securing Executive Support: Strategies for gaining leadership commitment to ABM initiatives.
• Driving Cultural Change: Shifting organizational mindset to embrace ABM across teams.
• Cross-Department Collaboration: Breaking down silos between marketing, sales, and other functions.
• Building Long-Term Buy-In: Sustaining leadership support through measurable outcomes and storytelling.