Interview with Nicky Briggs
Research Director at Forrester
Interview Highlights:
- ABM = Special Treatment for Valuable Accounts
- Insight gathering – customized approaches
- ABM Technology Enabling – at scale
- Top Quartile ABM Performers:
- Similar tactics as other marketers but
- Higher budgets/more commitment/executive sponsorship/dedicated leader
- 3x more likely to customize content
- Accounts have more engagement – with the right people, at the right time
- Intent Monitoring – listening to Trigger events
- Customized content for account and personas
- Measurement – revenue-based metrics. Accelerate the pipeline.
- Buyer-Centric approach
- Demand Unit Waterfall
- AI Artificial Intelligence/Machine Learning
- Hyper-Personalization
- Atomization of Content – modularize personalization