Episode 91: ABM Team & Skillset for growth & scaling stages with Andrei Zinkevich & Vladimir Blagojević

Full-Funnel B2B Marketing Show

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ABM TEAM & SKILLSET
Here is the team & skillset you need if you want to consistently generate enterprise 6-figure deals 👇
1. Senior ABM manager who is in charge of campaign orchestration, goal setting, developing playbooks for marketing and sales, and managing campaign execution.
2. SDR who is in charge for activation of engaged accounts.
3. Copywriter to write personalized pitches, landing pages, etc.
4. Intent & research specialist.
Most B2B companies skip this function because they neglect the importance of research. But if you want to land enterprise clients, you must do your homework:
- Understanding account's needs, goals and priorities
- Defining the goals and challenges of the buying committee members
- Understanding at what buying stage the account currently is
- Figuring out how well this account is aware of your product
These insights are priceless for a proper ABM execution.
5. Designer is responsible for creatives, landing pages, and direct mail swag.
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These roles should be managed and coordinated by a senior ABM manager.
Generating enterprise 6-figure deals requires a lot of customization and personalization, but many B2B companies do it the opposite way.
They use the same tactics they used to sell to SMB or obsolete playbooks like:
1. Create a wish list of accounts they want to have as clients
2. Upload accounts to LinkedIn or 6sense/Demandbase
3. Run display ads that lead to gated content or a landing page
4. Track clicks and transfer the accounts who clicked the ads to sales
5. Sales reach out
But enterprise customers don't buy because they saw your "personalized" ad, or they loved your great gated report.
They buy if:
- They know, like, and trust your company
- Every buying committee member sees how exactly your product might help and what's the ROI
It's 2022.
Don't expect to generate enterprise 6-figure deals by running "growth hacks" or the same tactics you used to sell $10 subscriptions.
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
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Frederic on Linkedin: https://www.linkedin.com/in/frederic-linfjard/