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Brittany Quemby Brittany Quemby BrittLQ
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HITMC Chat • Marketing Strategy

HITMC Chat Summary – Driving Successful ABM Programs

August 17, 2020
7 Min Read

Last week we gathered as a community (as we do each month) for our #HITMC Tweet Chat.  I was very excited to learn what my peers in the community are doing when it comes to Account Based Marketing (ABM).  I have only dabbled with ABM over the years so I was really looking forward to the tools and tactics the experts use to execute their successful programs.

Below is the summary from the #HITMC tweetchat – “Driving Successful ABM Programs”.

T1. How is your organization currently achieving success with Account-Based Marketing?

If we learned anything from this chat, it was that most of the community said their number one success factor for their ABM programs was adding the personal touch to each account. Treating each account like it’s own mini relationship goes a long way in generating the engagement needed for success.

T1 We’re achieving ABM success through a very manual but personal approach. We talk about our various accounts and reach out often to stay connected. Maybe one day we’ll have automation, but for now it’s working for us. #HITMC

— Colin Hung (@Colin_Hung) August 11, 2020

I think most people want to feel like you aren’t just using an automated system. I still like people more than robots (FOR NOW) #HITMC

— Janae Sharp (@CoherenceMed) August 11, 2020

T2. For those new to ABM. What’s the best way to kick off an effective ABM program?

If you’re new to Account-Based Marketing, your best bet for a successful program is to start small. You can even start with a pilot program to get a feel for the resources you may need. The next step is to do the work to really understand and get to know your audience.  This will give you the insights into what will truly make them tick.

T2: Don’t try and boil the ocean. You want to segment, segment, segment, research, know your audience inside and out, and take off SMALL bits at a time. #ABM without a plan/target can be an undertaking! #HITMC https://t.co/Sgp9HcjxYY

— Alaina Lamphear (@AlainaLamphear) August 11, 2020

T2: The core (and IMO ANY marketing initiative) is deep relational depth of understanding of the client and their needs. The legwork needs to come first before an #ABM program can be really effective. Without it, you’re just a pesty salesperson. #HITMC

— Brian Mack (@BFMack) August 11, 2020

Pilot programs often generate the best results – you can focus on one or only a few targets and emphasize quality content. It also allows all internal stakeholders to get a sense of the resources needed to be successful #hitmc

— Chintan Shah (@chints2) August 11, 2020

T3. What (if any) specific ABM tech solutions do you need to build out a successful program?

Most of the community rely heavily on their marketing automation tool and a solid database to build out successful personalized program.  One member of the community shared that they use a personalized video animation software as a way to send personalized video animation out out to their contacts.  These softwares is meant to personalize to the many, you can check out some of the suggestions below:

There are some great softwares out there for personalised video animation. They are expensive for a small test though. They are designed to personalise to the many!! That’s the kind of tech I know of. #HITMC https://t.co/kYfYJCpeUN

— Kim Emson (@kimemson) August 11, 2020

So hard to keep up with the topics and responding!!! I animate in after effects. But then there’s lots of software to roll out the personalisation. @vidyard @VideoSmart_com @idomoo

— Kim Emson (@kimemson) August 11, 2020

T4. How do you keep sales and marketing aligned with ABM tactics?

Wouldn’t sales and marketing alignment be nice?  We had a lot of jokes back and forth for this question…too many to list (you can check out the full transcript here for a good laugh). But all kidding aside, the community said one of the best ways to get the alignment you need for ABM tactics is to involve the sales team from the start. Including them in the planning process allows for everyone to understand the advantages, the goals, and be on the same page as the campaign progresses.

A4: Communication. Constant feedback. Setting explicit, attainable goals from the start. Definition of roles, needs, and expectations. Marketing moving into a sales enablement role to create a unified voice. Technology training… many more methods 😉 #HITMC https://t.co/A5Du1Cuo26

— Alaina Lamphear (@AlainaLamphear) August 11, 2020

Make sure your sales and marketing teams are aligned on the same value proposition for your service or product. Build out plans together and track progress through a CRM/CMS integrated platform. #HITMC ~Jemma https://t.co/dPsfju2CKm

— KNB Communications (@KNBComm) August 11, 2020

T4: It seems basic, but often (in my experience) Sales has the perception that marketing efforts overlook the their sense of urgency. If you bring them into the planning process up front, and explain the advantages in their terms, I’ve found the alignment follows. #HITMC

— Brian Mack (@BFMack) August 11, 2020

#HITMC T4 sales & mktg should have a workflow mapped out for each persona BEFORE you launch your ABM campaign – and you all agree on it!

— Melanie Hilliard (@social_melanie) August 11, 2020

This is a great question — and it’s a little of both! Our managing partner @accessmarketing wrote a great blog about “ABM 101 for Execs” that goes into some great analogies! https://t.co/Vu53lCVDdz #HITMC https://t.co/QKSirRLYeJ

— Alaina Lamphear (@AlainaLamphear) August 11, 2020

T5. How do you measure success for your ABM campaigns? What are the best metrics to track?

One of the best pieces of shared by the community for how to measure success and track metrics with ABM campaigns was to set SMART goals and adjust where necessary. Seems like a no-brainer right? But quite often we can get caught up in building and executing a campaign that we forget the basics.

a5: This varies from organization to organization, but initially engagement, then the brand recognition/sharing aspect within the org, then the engagement of lead conversion, then demo, then the engagement throughout the sales process. #HITMC https://t.co/QKSirRLYeJ

— Alaina Lamphear (@AlainaLamphear) August 11, 2020

Set measurable SMART goals. Some potential KPIs to measure success are qualified leads, conversations from strangers to known contacts, downloads of assets, meetings set, demonstrations, and of course, revenue generated. Start then adjust #hitmc

— Chintan Shah (@chints2) August 11, 2020

BONUS. What are some of the biggest pitfalls made when it comes to ABM?

  • Don’t try to do too much too early
  • Don’t expect to set it and forget it, ABM takes some attention, it’s a long-term strategy

Bonus – I go back to what @AlainaLamphear said earlier – Biggest pitfall of #ABM is trying to do too much too early in the ABM journey. #HITMC

— Colin Hung (@Colin_Hung) August 11, 2020

Bonus: Trying to do too much in the journey, not knowing your ICP/DMU, expecting too much too soon, stopping the ABM mid-cycle, not having sales/marketing alignment, not defining roles in the process, and not pivoting based on response. #HITMC https://t.co/BsZYrb998H

— Alaina Lamphear (@AlainaLamphear) August 11, 2020

Bonus: While #ABM is a long-term strategy, it is not a “Set it and forget it” strategy. It is one that does require nurturing, feedback, tweaking, and communication to be successful. #HITMC https://t.co/BsZYrb998H

— Alaina Lamphear (@AlainaLamphear) August 11, 2020

Yes! I heard ABM compared to getting engaged one time. If I meet you, shower you with attention for 2 mins, and ask you to marry me, would you? What about if we dated for months and you learned more about me along the way? Chances are much better that you would say yes. #HITMC

— C. Beth Cooper, JD MBA (@cbethcooper) August 11, 2020

You can view the full HITMC Tweet chat transcript here.

Tags#HITMC Chat ABM Account-Based Marketing Healthcare Marketing healthcare sales

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