B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

48: How to Master Your 1:1 ABM Program w/ Sudhir Bhatti

ABOUT THIS EPISODE

Everyone’s talking about ABM and how to drive alignment between marketing and sales. Usually, the conversation starts and ends in marketing. Well, this episode is about ABM. And we did invite a marketer (Sudhir Bhatti) on our podcast to discuss ABM. But we talked about it from both perspectives: marketing and sales. Specifically, this episode is about 1:1 ABM programs. 

Sudhir is the Head of Marketing at CyberCube, which is a niche cyber analytics company. Specifically, they focus only on the top 100 insurance companies across North America.

Here’s what Sudhir had to say about 1:1 ABM programs (and how it affects the sales team).

You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sails and marketing in their industry. Let's get into the show hi welcome to be to be a revenueacceleration. My name is Oly Amitt and I'm here today with Sudio Betty Ead ofmarketing at Sibercub. How are you today Sa Yiou very well thank Youe, noproblem, so the topic of today is out to master your one on one ABM program,but before we go into details and the conversation Studia, would you mandintroducing yourself an y organization, Saybock Cupe, to to ourgents absolutelyfirst of all, please to be joining the podcast with you for the audience. Myname is di Party and I'm thehead of marketing at Cyber Qu before Cybercu, Ihave led marketing for companies like Viambr, an FHAMATICA and semantic. Mybackground is in virtualization it oferations management and O Cybo riskanaledics talking about Saracube, so...

SABA CEUB is the market leading syborinshuredin SANLADEX platform wer based out of San Francisco. We have two moreoffices globally and we are helping the global insurance industry tackle themost critical risk of the twenty first century, which is Sibert yeah you'reinetially incubited within scamantic. So we are back by semantic ventures andfource point capital. So that's a Qook intro about Sibre Cuben Myself, that'sONS, wond of for thank you for much for that Todeah. So you've mentioned toMein previous conversation that Saber cub is a very niche business andfocuses only on the top android insurance companies across NorthAmerica, currently so thays on that your marketing Approacionis to beextremely focused, and I'm sure that ABM plays a very important Rollin yourstrategy. So could you please show with audience ow you see a successful oneonone ABM program, forfo UC Canish,...

...offering yeah, as you said, very well,abiam place cricel part in our current marketing strategy. So we are. We are having a list of our top fiftytop finete accounts which are superrelevant to us and as part of ourcurrent abium strategy, we are constantly developing. We spoke content.We have finalized messaging corresponding to these differentpersonas and that held in enabling our sales team to be hyper targeted whenthey are having these conversitions. With these birpersonas and suchcontentent messaging, it should always add mealical value. So when I'm thechief FISK officer, I didn't show a company, how can this content help meunderstand the COA challenges which I want to address and what could be thepossible solutions around it and then, as port of our ABM strategy, we alsoLiverat digitual channels advertising...

...to distribute this content andresources to your audience, and we also measure the effectiveness of thatcontent. What is the engagement trade? Is that content, helping us shrink oursale cycle and also helping ourselves force to discover more of theseconversation, so they can continue. Building these you know relationshipswith that target audience that makes sense an what arethe the kkpis youmentioned, mersuring a couple of time in Yoanswer to my question. What arethe Kekpas that you are looking at for for success for FOFOR definding, a asuccessful ABM approach, Fr m from your pespective to some of the KPI is thatwe leverage they are around content consumption. So if I come to know thata specific pargeted account that we are looking at has gone up like fortypercent in content consumption over the last three weeks, that is a very strongsignal for us and our sale forse that...

...they are currently actively looking atSiber insurance and AD expolutions. They may have some sort of cycles atthere and which would enable ourselves forcs to reach back to them, understandmore about where they're in their buying cycle and how Chan we enablethem. So it's around content consumption. It's around how many touchpoints we have had with them in the diittal real, as well as at evenues, like Tra show. So we dolike one conference every forty five days and even when we are attendingthese conferences, we are hosting our own savoquy events, so that alsoenables us opportunity, beyond just digital, to target these decene makersand measure. What sort of conversation we are able to genderate from thosetret shows and Sabaqhy events. So it's...

...a compesition of digital as well asnondigital sources that we are currently leveraging, and I think Ithink that makes perfect sense. H. The mulity touch, as I think most of ourclients like to call it type of approach, seems to be the mostappropriate for prospect and having molity touch Tou different mediums, asyou mention I's, not just online. It could be, or so physical at even doesdoes also make sense because it tollows you to almost have like a an experienceor journey wit. The prospect before they even become a customer Mhiutimately when the woman is right, should help you to be on top of theirmind, and you should be probably the first Tammal they would send Ol thefirst col they would make that that makes perfect sense to me. Now you knowat Toporitics, we do believe strongly that engaging with silevel executivesis Fundamenta phenamental, to not only put you in a situation where you canaccelerate cercycles, but also increase a regegin value, as well as increasingyour chances to win the business. Now I...

...would like to Eson from yourperspective t at say I, your Cuban and your experience in generas marketer,what are, from your perspective, the strategies that work best to get infront of Ilover decision makeers, absolutely so other just briefisharra.We offer sybal insurance anlerics to the global insurance community, so ouraudience is the CEA level exacts at insthorers and reinshorters, and theproblem that we are solving is really sophisticated and we specifically wantto connect with the head of cyber chief undiriting officerand chief risk officer and during our outreach we want todevelop trusts without harget audience and initiate conversations and educate them.How are resolving these col problems around Sabaris egregation? Underwriting? analybics and insurance industry doesn't have a lot of dataaroundside, so that makes this...

...challenge even bigger for them. So,from a strategy perspective, we make sure that we are able to develop theright content. We are able to attend most of these important conferences andtrid shows without Harvet of audience is there and we also conduct our ownsier cub events, which further help urs educate ourcoaudience, and in fact, this year we are also planning our own user consenceto h, t that's yeah, that's a quite o, consistent and quite an interestingpanoffaction that that does make sense. It's really about again, it's givingthem almost beautiful cul to action and trying different Coll Tacton and seewhat they would respond. The best wit are correct. Exactly okay, so anoherthing that we actually discussed really widely when we lasted tyou Bo music tomet wit Yo, which was at one of our CMU ginels in the Bayarea. Was thealignment between serves and marketing,...

...and we discuss in lends not only withyourself, but also is a guess at Wat present around the table, ow critical,that is, for the success of an Abian program. So how do you with your TamYourself Steam? Make sure that is this? DISALIGNMENT is successful. Yes, thisis a super important topic, so to establish alignment between sales andmarketing season. Marketing need to be on the same page when it comes to thosetop accounts and tardy decision makers and Ke influencer. So once that hasbeen sorted out, you have a strong base. Then marketing needs to enable salesteam to understand the historical engagement, as you were talking aboutthose chemetric. So what sort of content has been consumed by whichdecision maker at at what account? So you deep dive into the historicalengagement of these targeted accounts...

...with your content and resources andyour events and once marketing is able to conpind a specific account that isgathering some more vomentum. That becomes a very strong signal for thesales team to do an proactive outrage, so we have twice a month sing ups withour sales team to insure that we are revoing, these top accounts and basedon that, we are constantly refining our goode market plans and sharing feedbackfrom our Abim strategy. Would you said sometimes the feedback of yourself teamwould elp you to Esurt Taylor or slaghtly change? The way you go about aspecific one on one abmo course wit, a specific account sometimes so when win,our sales team is having these conversations without Harvit audience. They come back with great feedback.They they may have feedback on content on messaging or even around problemsthat these target buyers are facing. So...

...that feedback is extremely important tous. We take that very seriously and then we go bart and start refinding,our cauntent and messaging, and so I formerly believe that of anyorganization who is trying to engage enterprise buyers. They should lookinto their whor messaging and positioning every throgh six months, Owhenever you have a bit launch coming up. Whenever you have a new release,you need to think very clearly in terms of what those three whole messages looklike, which we call as the messaging pillars soabsolutely. When our salesteam is having these conversations, they will get more insight from acustomers perspective and then, when they come back with that feedback to us,we take it by serious. Okay. I think that's, that's the that's the best wayso appreciate your answer to that question. Now, if I was to cross offwith one less question, what would you say is the key advice that you wouldgive to anyone listening to that podcast about one on one ABM program, what is th thekey success factor or the key not to do...

...findings our best practices that youthink is important to show his audiet today great question. I would say that,from an ABM strategy perspective, first of all, an organization has to thinkclearly in terms of what their goals are: Who's the target market and who are those bire personas insidethat market. So when, when you have souted these basic questions, then thenext tif for you is to invest in the right. Tooss come Ou with the right ABMstrategy, which can enable you to identify these prospects. Theseorganizations and continuously measure their engagement with your content withyour marketing efforts and after that there needs to be a very closecollaboration between marketing and sales, marketing and PM. In terms of how can we further refinedthat ABM strategy? So it's a it's a...

...process, it's a journey, but I thinkthe first step is to have that a groundwork done and investing in theright, ABM, toose and then once you have that, then you can reallyorchestrate a great Abian fratagy. Thank you FORMU foraciter. So at thisstage of the podcast we always ask the same question to law. Guess which is ifanyone from audience would like to carry on the conversation with you andeventially. Ask You feels a question or even speak to Saybook youp directly anddiscuss about your product offering arsolution offering what is the bestway to get told of you soda sure. So you can go to a website, it'sCYBCUBECOM TICOM and if somebody wants to reach out to me happy to talk it'smy first tame last time at gmalcom and on twitter, I have the same: handlethat's ONS, Fonte, sic, wer again. Thank you vors for time. Today's Adeait was great to Aon the show. Thank you...

Ravens again for the opportunitypleasure. Speaking with you and Yeu look forward to seeing you so thank you. operatics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing inside sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales. CEO operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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