What skills do you need to be successful in ABM?
ABM leaders agreed at Momentum ITSMA's ABM Forum in June that these are the top four universal skills necessary for ABMers to be successful.
At the Momentum ITSMA Account-Based Marketing Forum on June 16, 2021, part of the discussion centered around how to build, grow, and scale a successful ABM program that works for your organization. Specifically, we discussed the different ways that ABM program leads are looking to develop their teams, by adding new skills, hiring new people, and partnering with the right agencies.
Each lead is taking their own approach, and while those skills, people, and agencies may differ from business to business, ABM leaders agreed that there are some universal talents that are necessary for all ABMers to be successful:
- Market and account intelligence. ABMers need to know how to get insight about an account and then use that insight to develop a strategy, working closely with sales teams and different business units to implement and expand that strategy.
- Understanding of messaging and value propositions. ABMers must have good marcomm skills. When you look at ABM, you realized that it’s ultimately personalizing everything you do, both at the individual and the account level.
- Business acumen. ABMers need a good understanding of what’s driving the businesses as well as what is capturing the attention of their target accounts and the C-level executives they’re connecting with. Then, internally, you need to be able to shape ABM program activities to those specific business drivers and individual goals.
- Leadership. Running an ABM program can often be time-consuming, complex, and difficult. But the results are worth the effort. The strong ABMer has the confidence and ability to work with different people in the organization, collaborate internally, and stand up for what’s right for the client.
In addition, organizations will need to focus on ensuring ABMers don’t burn out, that they continue to have opportunities to learn, and there’s room for professional and personal growth.
Watch the entire replay of the Momentum ITSMA’s 2021 ABM Forum to hear more from ABM program leaders on:
- Keys to successfully embedding ABM in the business
- How the role of data, technology, and new approaches changed ABM
- And more…
More in
-
Autodesk: Reinventing relationships with the power of ABM
In this episode of the Account-Based Marketing podcast, Mendeil Bailey reveals how Autodesk is transforming its marketing strategy by harnessing ABM to prioritize customer needs, maximize impact, and fuel long-term growth.
-
The key to scalable, high-impact ABM
What does it take to build a global ABM program that delivers real impact? For Rhiannon Blackwell, Global ABM leader at PwC, success comes from starting small while thinking big, prioritizing relationships, and using AI to drive smarter, scalable growth.
-
Hexagon: Elevating ABM with client-centric precision
In this episode of the Account-Based Marketing podcast, Jodi Lebow, Vice President of Global Demand Center, reveals how Hexagon is transforming its approach to growth by integrating ABM, demand generation, and client-centricity across its global operations.