ABM 3.0 Demand Unit Centric ABM - B2B Marketingmrkto.b2bmarketing.net/rs/085-VAB-435/images/14.40 -...

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ABM 3.0 Demand Unit Centric ABM Seek and Earn trust of your Buyers the right way

Transcript of ABM 3.0 Demand Unit Centric ABM - B2B Marketingmrkto.b2bmarketing.net/rs/085-VAB-435/images/14.40 -...

ABM 3.0

Demand Unit Centric ABM

Seek and Earn trust of your Buyers the right way

We now live in a

demand unit driven economy

Account Centric Demand Unit Centric

A shift from

account based to demand unit based

Average Number of

Buying Group Members 6.8

-- Harvard Business

Review

Demand Unit = Buying Group + Business

Needs

Demand Unit Funnel

Target Demand

Active Demand

Engaged Demand

Prioritized Demand

Qualified Demand

Pipeline

Source: Sirius Decisions

Example of a Demand Unit Funnel

Demand Unit Funnel

Key Drivers

Target Demand Discover Buying Group Members

Active Demand 1st & 3rd Party Intent

Engaged Demand Multi Step/Channel Conversations

Prioritized Demand Scoring Rules

Qualified Demand Tele Sales

Account Group ESSENTIALS #1

super targeted

context driven

Persona Definition ESSENTIALS #2

Buying Committee Member Personas

Selling Team Member Personas

Buyer Group Personas

Director/VP Marketing

Marketing Coordinator/Specialist

CXO

?

Seller Group Personas

Product Manager

VP Sales

Sales Rep

?

Sellers must enable Buyers and earn their Trust

Messaging ESSENTIALS #3

Matches Context of Account Group

Matches Persona of Seller and Buyer

Orchestrate

Buyer Enablement

ESSENTIALS #4

Right _____ to the right _____ on behalf of the right ______

Via channels like Email, _______,

________

Conversational AI powered Engagement

Orchestrate conversations between people on Seller and Buyer Side

Score and Prioritize ESSENTIALS #5

Score Lead, Persona and Demand Unit based on Behaviour

Identify Prioritized Demand based on Threshold Score

Outcome after 90 days?

Target Demand

Active Demand

Engaged Demand

Prioritized Demand

Score 1-20: 10%

2-3%

2500

Demand Units

Score 21-40:

Score 40+:

5%

Thank You

Alex Roy | Founder & CEO | SalesboxAI

[email protected]