It’s a given that most of us have an ABM program. What’s up for debate is whether it’s effective and maximizes potential. What happens when your ABM program becomes too complicated, overwrought, and *gasp* disregarded? Like any relationship, you need to evaluate how it’s going and not be afraid to pursue a new direction when the spark starts to fade.
Last year, Drift did just that – they relit their ABM fire by rebuilding a target account strategy based on AI insights that removed guesswork to unite sales and marketing teams. Pipeline exploded as Drift generated over $1 million of brand-new pipeline in under one quarter, with next to no associated cost while eliminating GTM waste. During this tale of happily ever after, Drift’s VP of Revenue Marketing, Justin Keller, reminds us that healthy and electric ABM programs, like relationships, are built on a solid foundation of reliable information and begin by simply starting a conversation.
TAKEAWAYS
- Recognize signals that a reevaluation of your ABM program is necessary
- Learn how to reintroduce ABM to a mature sales organization
- Get tips for creating impactful conversations with target accounts
- Gain an understanding of ABM tactics that drive engagement
Bonus: Join Justin’s session for a chance to win a sleek pair of Apple AirPods Pro. One lucky winner will be chosen, so don’t miss out on this opportunity to amplify your conversations to the next level!
