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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%
