Influ2

The account journey = a mix of the individual buyer journeys. Yet our industry still builds account lists, ignoring where the buying group members are in their journey. The standard process: - Define firmographics ICP criteria - Select the biggest accounts - Pick up to 2-3 senior decision makers - Set up a personalized outbound cadence + marketing air cover (in the best case scenario) Companies invest tons of money into outbound stack without even questioning why it’s not working. Imagine yout are selling (like ourselves) ABM consulting to large cybersecurity enterprises: 1k-5k employees, >$1b annual revenue (step 1). If you continue applying a standard process, you’ll definitely pick up companies like Fortinet, CrowdStrike, Cloudflare, etc. Step 2: identify senior B2B marketing leaders. E.g. Crowdstrike CMO's - Jennifer Johnson, Cloudflare's CMO - Jeffrey Samuels. Step 3: You’d run an outbound cadence with a narrative like: «Not sure if ABM is on your radar, but we help CMOs of enterprise cybersecurity companies generate enterprise pipeline with ABM. We helped companies like A, B, and C. Worth a call?» You get the idea. I could personalize it even further, but here is the problem - neither of people I’ve mentioned know our company, and I have no idea if they are shopping for ABM consulting now. Doesn’t matter how deeply I’d personalize further, I doubt they will ever reply back to me (correct me if I’m wrong :)). I always flip the account list building process. Instead of looking at the biggest logos, we start with our CRM and marketing stack. I look if we have any engaged buying committee members who work for ICP accounts. Then, prioritize them by: - Level of engagement and relationship - Product need evidence - Buyer journey stage Applying this process to our business, I can see that we have 11 engaged buyers from Eset. 6 of them attended our full-funnel summit. 1 - attended our in-person workshop, 2 - attended a recent webinar «ABM as operating system». Each of them has different brand familiarity. Each of them runs a different function and has different KPIs. But what unites them is that they know us and work on building a strong enterprise pipeline generation program. It doesn’t necessarily mean that I should reach out and try to sell. But it means that if I: - focus on this account - try to understand where these buyers are in their journey - engage with them and figure out what help they need now I’d be more likely to have a good conversation and open the doors with them. --- On 5th Nov my friends Influ2 host a webinar to show the exact process of identifying engaged buyers from your strategic accounts that are not covered by sales yet. Then, how to understand where they are in their buyer journey and what would be the best playbook to engage them. Register here: https://lnkd.in/euRqQWkP

There are usually a lot of people involved in a B2B purchase, and let’s be real, only a few of them are the main characters who drive the deal forward. And an account-level view tends to blur everyone together and can’t really tell the main characters (aka your buying group) apart from the rest of the cast. We brought this take to the stage at the Forrester B2B Summit, where Jon Miller, one of the most influential voices in B2B marketing, joined Influ2 co-founder and CEO Dmitri Lisitski for a fireside chat called “Orchestrate Your ABM Around the Main Characters, Not the Extras” (moderated by Doug Madey). They talked about how B2B marketing has evolved, why ABM was the right idea but the technology of the time wasn’t precise enough, and where account-level orchestration falls short, like delayed signals and personalization without context. ▶️ Press play: https://lnkd.in/d46CEafg

Ready for a networking event that feels like a proper night out? Join fellow B2B marketers for palm readings and Jo Malone pampering.

Let intent from specific buyers lead you to accounts that weren't even on your radar. Join us live on Nov 5 for the first look at Influ2's new account discovery capability.

Let intent from specific buyers put accounts on your target list. Join us live on Nov 5 to see how Influ2 finds the people already showing interest and the accounts behind them.

ABM intent was always meant to be contact-level — now it finally is. Join us live on Nov 5 to see how contact-level intent shows you exactly who to target.