The Cardinal Sin of Account-Based Marketing (ABM)
The one cardinal sin of ABM, which is a really interesting one – it’s a human psychology one, is if you are pursuing and nurturing and influencing key decision makers for part of a sales process or something else, is that they don’t want to necessarily know or appreciate being told they’re part of an ABM strategy. And what i mean by that, and it’s probably human psychology, that being snared or being caught out unexpected is not something that anybody particularly wants.
Now, even if the information that’s being brought to their attention is extremely helpful to their role and their position, so it’s a very positive thing, just by the fact that perhaps they’re part of a plan and they’ve been caught in that plan, is not something that you want to reveal.
As I said in my recent blog, it’s a bit like online dating sometimes, where (or I can imagine as I’m a bit old for online dating) I imagine that where you met is not something that you ever refer to and that’s certainly the same with this previous format ABM prospect.