customer journey | Why ABM is important

The Customer Journey – Why ABM Matters

I love this diagram! I think it came from Demandbase. It shows the ABM Customer Journey. The diagram is actually a little bit more linear than I think the reality is.

In my view, it’s a much windier road. In this post, I will explain why ABM is so important and how it can help you overcome the challenges of the customer’s meandering journey.

Is There a Typical ABM Customer Journey?

A typical customer journey and a complex sale begin when somebody is appointed by the organization. It might be the VP or the Director of Applications who may be told by the CIO to go look for a new communications solution.

Conducting Initial Research

So, off he/she goes with his/her team, and they start conducting initial research. This may involve talking to people in their Linkedin network and researching across dozens of websites including your own.

Engaging With You

They then report back to the organization’s buying committee on what the potential solution sets are. At that point, they start actually stepping forward and engaging with you and your competitors. Typically they will only do that when they feel in control, armed, and ready to do so.

The issue is, that we want to be reaching out to prospects MUCH EARLIER than this point. However, buyers are not ready to engage. We can only reach out to them when they’re ready to put their hand up.

ABM Strategy – Reaching Targets Earlier in the ABM Customer Journey

Gated content is a typical tactic we all use to get interested buyers to put their hands up. But, it doesn’t work that well anymore. Why? Because people know the game. They know that as soon as they fill out a form, they’re going to get swarmed by the sales enablement system and a cadence of repetitive emails asking for a meeting.

One of the primary aims of ABM is t overcome this problem.

With an effective ABM strategy, you will be able to reach target prospects earlier in their process. And with early engagement, you’ll have the upper hand in turning prospects into customers while focusing on optimizing your marketing and sales potential. ABM gives you a competitive advantage. That’s why it matters.

Understanding the customer journey is one of the most important things you can spend time on. In future posts, I will go into ways to do that. It’s an important part of our process.

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Adam Turinas

Hi, I am Adam Turinas, Healthlaunchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam

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