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ABM Difficulties and Brand Recognition Marathon

Peer Roundtable for Senior Marketing Leaders Executive Recap

On January 10, 2024, the group discussed two Peer Challenge Cases on ABM difficulties and a brand recognition marathon.

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For Peer Challenge Case 1, the group discussed an organization struggling to create a successful ABM campaign.

Their discussions have revolved around the economy, client employee turnover, remote buying teams, larger buying teams, the competition, brand awareness, content, and more.

The group discussed sharing insights on creating sales SDR marketing pods, involving customer success teams in the ABM process, and the challenges of scaling ABM beyond targeted accounts.

The conversation also touched on the difficulty of aligning the dream customer profile with the ideal customer profile in ABM strategy, emphasizing the need for a realistic and dynamic approach to customer targeting.

Testing was emphasized, such as going after ten accounts. Setting a goal with these ten accounts testing out your streategy. And that ABM is really difficult to keep it running and getting getting targeting accounts on the list, falling off, and more importantly fall back onto the list.

For Peer Challenge Case 2, the group discussed a challenge where an organization has a great product, and everyone knows the product...but they don't know the company...or other products.

A member shared a similar issue where their marketing team spent a lot of time and energy doing a lot of branding, cleaning up of the many different logos and aligning marketing and selling teams for consistency on how they were talking about their products and the company.

There was a lot of clean up from a brand perspective and a lot of campaigns that were driven to drive awareness about it. But that took many, many years. It’s not an overnight problem to solve – it’s a marathon.

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