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HOW TO WIN FRIENDS AND INFLUENCE SALES WITH ABM
Including 15 tips for better alignment with sales.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
ABOUT ME
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
MY JOURNEY WITH ABM AT CLOUDERA
INTRODUCE ABM
• Research and discovery• Align to customer expansion• Proving value with small wins• Integral to regional marketing
EXPERIMENT AND SHARE
• Implement across EMEA• Try different tactics• Share best practice• Build templates• Internal case studies
GET STRATEGIC
• More strategic plans• C-level alignment and buy-in• Tiered approach to 121• Agency support• Global adoption
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
2017 2018 2019
15 TIPS FOR BETTER ALIGNMENT WITH SALES
In my opinion, feel free to disagree!
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
BUILD RELATIONSHIPS AS HIGH UP THE CHAIN AS YOU CAN GET.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
MAKE SURE YOU CAN TALK PRODUCT.
CREATE ADVOCATES QUICKLY.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
MAKE AN EFFORT TO UNDERSTAND THE BORING STUFF, EVEN IF YOU
DON’T TOTALLY GET IT.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
BE PREPARED TO DEFINE ABM (A LOT).
BE PREPARED TO SAY NO (MORE THAN YOU DO ALREADY).
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
MEASURE WHAT COUNTS AND SHARE RESULTS OFTEN.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
THINK MULTI-CHANNEL ANDMULTI-TACTIC.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
BEWARE THE QUICK WIN.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
RESEARCH, RESEARCH, RESEARCH.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
UNLEASH YOUR INNER STALKER.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
KEEP YOUR SALES FRIENDS CLOSE BUT YOUR AGENCIES EVEN CLOSER.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
SALES MOVE FAST, YOU HAVE TO MOVE FASTER.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
GET CLOSER TO CUSTOMERS BUT NOT ALWAYS.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
YOU CAN LEAD A HORSE TO WATER, SO DO IT.
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019
THANK YOUhttps://www.linkedin.com/in/rossjoneill/
Ross O’Neill | B2B Marketing ABM Conference | 5 November 2019