It is easy to see the benefits of Account Based Marketing (ABM) once it is up and running, but starting from scratch is a difficult task.
Brian Kardon, the CMO at Fuze, has seen his team improve their win rate and increase their average deal size by 40% through utilizing ABM, but these successes did not happen overnight. There are some very specific steps that Brian followed to get success with ABM. We had the chance to speak with Brian recently on our Unleash Possible podcast and it was enlightening.
Since Fuze’s offering consolidates communication, voice, group messaging, and video conferencing in the cloud, they have a complex buying committee. Thus, selecting the right accounts for their target list was instrumental to their success.
To ensure his success, Brian relied on his mantra about ABM, “Don’t go it alone” and, in this episode of Unleash Possible, offers some very specific advice on how to get sales & marketing on the same page.
Important details he covers includes:
- why ABM is critical for businesses with a complex sales model
- how Fuze built a predictive model to help choose target accounts
- how to manage target account lists for sales
If you’re considering ABM or even if you’re doing now and looking for advice, this is a must-listen podcast! Thanks to Brian for all his insight! You can access the podcast with Brian Kardon here.
And, if you’re ever in need of templates and other resources, check out our Resources page.