Let’s talk ABM 71. Customer Expansion ABM
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Jan 16, 2025 Katarzyna Pavlik, Senior Global ABM Manager at Universal Robots, specializes in customer expansion strategies that blend creativity with precision. She discusses implementing ABM in a channel-first model, emphasizing the importance of nurturing current relationships over just acquiring new clients. The conversation highlights how personalized and data-driven campaigns can transform challenges into opportunities. Katarzyna also shares insights on aligning sales and marketing teams, the power of visual storytelling, and integrating AI to enhance engagement and drive results.
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Customer Expansion Focus
- Universal Robots uses ABM primarily for customer expansion within existing large accounts.
- This approach leverages prior success stories with other plants or countries as a door opener.
Teamwork is Key
- Prioritize ABM for accounts where you have active buy-in from sales teams.
- Without their collaboration, ABM efforts become a one-person marketing show, limiting their impact.
ABM Approach
- Universal Robots has experimented with one-to-one, one-to-few, and one-to-industry ABM approaches.
- They're currently favoring a broader one-to-industry approach focusing on intent signals and tailored content.