Let’s talk ABM 66. Next Generation ABM
Jun 19, 2024
Celia Slack, Pursuit Marketing Lead at ServiceNow, dives into the world of Account-Based Marketing (ABM) and Pursuit-Based Marketing (PBM). She discusses the distinctions between ABM and PBM, emphasizing the need for agility and collaboration between sales and marketing. Celia shares insights on implementing successful ABM programs, the challenges of reporting, and how generative AI can elevate marketing strategies. Her take on One-to-many ABM and the importance of managing key accounts is particularly enlightening!
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Pursuit-Based Marketing Is ABM's Sprint
- Pursuit-based Marketing (PBM) is treated as a branch of ABM that focuses on short, time-bound opportunities rather than long-term account coverage.
- PBM uses ABM principles but operates like a sprint to address specific deals or challenges quickly.
Plan Pursuits Proactively With Sales
- Proactively plan pursuits with sales leadership rather than only reacting to ad-hoc requests for help.
- Define the practice, set success criteria up front, and measure outcomes to avoid weekend and evening firefighting.
Top-Down Buy-In Scaled ServiceNow ABM
- Strong executive buy-in and early tangible successes enabled ServiceNow to scale ABM from one person to a large team.
- Alignment between sales and marketing throughout validated investment and unlocked resources for growth.