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