telling a compelling story for and with abm
TRANSCRIPT
CONFIDENTIAL 1
Connect With Your Audience
Hi, my name is
Nate and I’m
still figuring out
this whole ABM
thing.
This too
CONFIDENTIAL 2
Connect With Your Audience
Telling a Compelling Story for ABM
Chapter 1: Preach
Chapter 2: Test
Chapter 3: Invest
Telling a Compelling Story withABM
Chapter 4: Build
Chapter 5: Create
CONFIDENTIAL 4
Chapter 1: Preach
“Unless someone like you cares a
whole awful lot, nothing is going
to get better. It’s not.”
- Dr. Seuss, The Lorax
CONFIDENTIAL 5
Preaching
• ABM?
• We need LEADS!
• Sell to multiple departments
• Sales
• Marketing
• Customer Success
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Chapter 2: Test
What can you impact?
• Land & Expand
• Acceleration
• Adoption
Find the low-hanging fruit and go!
CONFIDENTIAL 7
Testing
5 Existing Customers • Customer stories already existed
• Re-purpose and distribute
Targeted LinkedIn ads• Involved Champions
Meet and greet Breakfasts
CONFIDENTIAL 9
Chapter 3: Invest
The philosophy of ABM is not new.
It’s the technology that has changed.
In order to scale, you’ve got to invest.
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Investing
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Chapter 4: Build
Build Account Lists
• 3 Tiered Approach
• 50 Accounts
• 200 Accounts
• 1000 Accounts
• Assess Current Content
• Repurpose the good content
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Re-Purpose Good Content
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Chapter 5: Create
ABM is long term
• It’s not a singular campaign
• Goal is to become top of mind/drive engagement
Messaging should be an extension of the Brand
• Be interesting/fun
• Be Relevant
• Make it Visceral (appeal to emotions)
• *Connect on a personal level (with cat pictures!)
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Take cues from the best brands
• It’s brown
• It contains sugar*
• Best when cold
• You can clean your toilet with it
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Take cues from the best brands
• The Coke Side of Life
• Open Happiness
• Taste the Feeling
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Take cues from the best brands
• It’s comfy
• It’s stylish
• Quality leather
• Great stitching
• Good Arch Support
CONFIDENTIAL 17
Take cues from the best brands
• Just Do It
• “There is no finish line”
• Anti-Gravity Machine
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Consumer v B2B
• Are they that different?
• It’s just people
• TV, Magazine Ads v. Digital and
Direct Mail
• Goals are the same: Connect,
Relate, Engage, Motivate
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Chapter 5: Create
Listen to your customers!
• What are they doing
• What are they saying
Create campaigns and use all
vehicles to support the story.
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Let customers tell your story…
Customers were saying things like:
“Domo is the first thing I do in the morning…”
”It’s like my morning coffee...”
“A perfect way to start the day…”
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Wake Up With Domo
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Expand Reach
• Surround entire department
• Be multi-threaded
ADDRESS
POSTAGE
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Digital Ads – Live
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Landing Page
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Follow Ups
Leverage Sales Teams
• AEs and Account Development
• Voicemail Scripts
• Email Templates
Coffee Breaks
• Meet up
• Deliver coffee
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