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not casting a wide net; you’re going after very specific folks in very spe- cific accounts who would be rockstar (high-value) customers if you landed them. Even so, this number can be in the thousands, which is why the right tech stack is so important – enabling your ABM approach to be personal- ized and scalable without endless manual efforts. It’s important to note that, of course, some of your content will cross over between accounts and topics. You may have a Webinar that covers the most common implemen- tation mistakes with your software, and how to fix them. This could be extremely relevant to a lot of differ- ent people. So, the personalization comes in through your messaging to each person you share it with, as well as the fact that you’re only sharing it with people who are in the stage of the buying journey where they are close to implementing your software. Even though the content itself isn’t uber-personalized, the way in which you’re messaging around it and dis- tributing it is. Your goal with personalization is


to be relevant and add value to your recipients, so create an immersive and fully branded Web experience with your content. This is a key tactic in ABS, as well, because it gives you a lot of customization angles and ultimately delivers something really unique and rich to your target buyers. You can tailor your messaging, brand- ing, content assets, and CTAs, and move your audience from one piece of the content to the next, relevantly.


DON’T WAIT Where marketing sometimes falls short in its ABS role is in waiting too long. If you’re not proactive in providing your sales team with the variety of content they need, you’ll end up getting overloaded – and overwhelmed. Your Slack channel will look like a steady stream of re- quests like, “Which content should I use for a manufacturing account?” and, “I need a more personalized


page for a hardware client who’s ready to be upsold.” You’ll be left in a position to scramble, and sales may lose out on prime opportunities thanks to the delay. So, coordinate with your sales team early and often. Book a recur- ring meeting on the calendar, and sit down to review your version of the ABM buying journey. Note every stage, and what types of content may be needed at each. Discuss all your target industries and buying roles, and prioritize by the ones that are highest value. Create a plan to deliver the content your team needs – start- ing with the highest priority pieces and working your way down until all touchpoints, buyers, and industries are covered.


Then, train your sales team on how to find these content assets themselves. This is a crucial step that many people overlook, and will mean you’re still getting hounded for content direction when your sales folks could find it themselves instead. Remember the whole “give a man a fish” versus “teach a man to fish” thing? You want to go the teaching route. Tag the content appropriately, store it in hubs that make sense, and give your sales team the tools


SELLING TIP Bored Buyer?


When the prospect starts to yawn during a sales interview, he might as well be saying, “Adios, amigo – better luck next time.” As a sales professional, the sooner you respond aggressively to ho- hum buyer response – drowsiness, flagging attention, surreptitious clock watching, etc. – the better your chances of saving the day. What makes buyer interest flag? Any number of causes – but especially


the canned presentation. The more robotically the presentation drones on, the faster the turn-off. Goal one is to pinpoint the cause of disinterest: 1. A stuffy or warm atmosphere that induces drowse 2. The salesperson’s failure to focus on the customer’s problem or need 3. Poor timing of the presentation 4. The prospect may have more important things on his mind If the cause of boredom is in doubt, your best bet is to ask.


– RAY DREYFACK


SELLING POWER SEPTEMBER/OCTOBER 2021 | 49 © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


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Our business in life is not to get ahead of other people, but to get ahead of ourselves.


MALTBIE D. MATLOCK


to know how to pull what they need when they need it. You’ll still oc- casionally get requests for content you don’t have yet, but the machine will be expertly greased and better positioned to keep up with demand if you’re proactive from the start. ABM and ABS are two peas in the same pod, tied together in a shared vision and need for content. Through alignment, true personalization, and a knack for proactive creation, marketing and sales can deliver ex- ceptional experiences to buyers that drive them forward in their journey with your company. 


Randy Frisch is the co-founder and CMO of Uberflip.


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