B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 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 BB revenue acceleration, a podcast dedicated helping software executives stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to be to be a revenue acceleration. My name is already Muti and I'm yet today with Sudia Betty, head of marketing at Cyber Cube. How about you today, Saudier? Very well, thank you, Ray, no problem. So the topic of today is how to Master Your oneonone ABM program but before we go into details and the conversation Studia, would you mind introducing yourself and your organization, Cyber Cube, to to our audience? Absolutely. First of all, please, to be joining the podcast with you. For the audience, my name is tod body and I'm the head of marketing at Cyber Que. Before Cyber Cube, I have led marketing for companies like being very informatica and semantic. My background is in virtualization, it operations management and now cyber risk analytics. Talking about CYBERCUBE. So cybercube...

...is the market leading cyber insurance, a LETEX platform. We based out of San Francisco. We have two more offices globally and we are helping the global insurance industry tackle the most critical risk of the twenty one century, which is cyber yeah, you're initially be incubated within semantic. So we are backed by semantic winters and four point capital. So that's a cook intro about cyber Cuban myself. That sounds wonder for thank you very much for that. So there. So you've mentioned to me in previous conversation that Sayboubi is a very niche business and focus is only on the top on druids insurance companies across North America currently. So, based on that, your marketing approach needs to be extremely focused and I'm sure that ABM plays a very important role in your strategy. So could you please show his audience how you see a successful one onone ABM program for such an insuffering yeah, as you said very well, ABM place...

...critical part in our current marketing strategy. So we are we're having a list of our top fifty, top hundred accounts which are super relevant to us and as part of our current ABM strategy, we are constantly developing be spoke content. We have finalized messaging corresponding to these different personas and that help in enabling our sales team to be hyper targeted when they are having these conversations with these buyer personas and such continent messaging. It should always add reading coul value. So when I'm the chief risk officer, I didn't show a company. How can this content help me understand the core challenges which I want to address and what could be the possible solutions around it? And then, as part of our ABM strategy, we also liver it digital channels advertising to distribute this content...

...and resources to our audience and we also measure the effectiveness of that content. What is the engagement trade? Is that content helping US shrink our sales cycle and also helping our sales force to discover more of these conversation so they can continue building these relationships with that target audience? Now that makes sense. I don't know what are the key KPIS. You mentioned measuring a couple of time in answer to my question. What are the key kpis that you are looking at for for success, for the finding a successful Adm approach from your perspective? So some of the KPA is that we leverage? They are around content consumption. So if I come to know that a specific targeted account that we are looking at has gone up like forty percent in content consumption over the last three weeks. That is a very strong signal for us and our sales force...

...that they are currently actively looking at Cybeig insurance and ex solutions. They may have some sort of cycles are there and which would enable our sales force to reach back to them understand more about where they're in their buying cycle and how can we enable them. So it's around content consumption, it's around how many touchpoints we have had with them in the digital realm as well as at avenues like trade shows. So we do like one conference every forty five days, and even when we are attending these conferences, we are hosting our own cybecue events. So that also enables us opportunity beyond just digital, to target these decision makers and measure what sort of conversation we are able to generate from those track shows and cybercue events. So it's a composition of digital as well as...

...nondigital sources that we are currently leveraging and I think I think that makes perfect suns the immunity touch, as I think most of our clients like to connect. Type of approach seems to be the most appropriate for prospect and having multi touch for diffront mediums, as you mentioned, is that just online you could be or so physic code act event does does also make sense, because he tolose you to almost have like a an explience or journey with the prospect before they even become a customer, which ultimately, when the moments is right, should help you to be on top of their mind and and you should be probably the first email they would send o, the first code they would make. That that, that makes perfect sense to me. Now, you know, at operatics we do believe strongly that engaging with sea level executives is fundamental, fundamental to not only put you in a situation where you can accelerate sell cycles, but also increase our vergy value as well as increasing your chances to...

...win the business. Now I would like to anorst on from your perspective at out Cyber Cuban and your experience in general as a marketer. What are, from your perspective, of strategies that work best to get in front of high level decision make us absolutely I don't just briefly shared the we offer cyber insurance and lyrics to the global insurance community. So our audience is the sea level exacts at insurers and reinsuders and the problem that we are solving is really sophisticated and we specifically want to connect with the head of cyber chief underacting officer and chief risk officers and during our outreach we want to develop trust without hearget audience and initiate conversations and educate them how are resolving these core problems around cybery, cogregation and the writing analyts and insurance industry doesn't have a lot of data around...

...side, so that makes this challenge even bigger for them. So, from a strategy perspective, we make sure that we are able to develop the right content, we are able to attend most of these important conferences and trade shows. We are target audience is there and we also conduct our own cyber cube events which further help us educate our core audience and in fact, this year we are also planning our own user conference to that's yeah, that's a quiet too consistent and quote an interesting plan of actions that that doesn't make sense. or it's really about. Again, it's giving them almost multiple cold to action and trying different call to action and see what they would respond the best with. That correct, exactly. Okay. So another thing that we actually discuss really widely when we lasted the opportunity to meet Sudia, which was at all one of our CMO gmails in in the bay area, was the alignment between...

...seals and marketing and and we discuss in Lens, not only with yourself but also with, just a guess, at cop present around the table, how critical that is for the success of an ABM program so how do you, with your team, yourselves team, make sure that is disalignment is successful? Yes, this is a super important topic. So to establish alignment between sales and marketing, seals and marketing need to be on the same page when it comes to those top accounts and target decision makers and key influencers. So once that has been sorted out, you have a strong base. Then marketing needs to enable sales team to understand the historical engagement, as you were talking about those key metric so what sort of content has been consumed by which decision maker at at what count so you deep tie into the historical engagement of these targeted accounts with your content and resources. And your events. And once marketing is...

...able to pinpoint a specific account that is gathering some more momentum, that becomes a very strong signal for the sales team to do and proactive outreach. So we have twice a month sync ups with our sales team to ensure that we are reviewing these top accounts and based on that, if we are constantly defining our go to market plans and sharing feedback from our ABM strategy, would you say that sometimes the feedback of your self steam with l fits or tailor or slightly changed the way you go got to specific one on one, a PM accross with a specific account sometimes? So when when our sales team is having these conversations without target audience, they come back with great feedback. They may have feedback on content, on messaging or even around problems that these target buyers are facing. So that feedback is extremely important to us. We take that...

...very seriously and then we go back and start refining our content and messaging on so I firmly believe that any organization who is trying to engage enterprise buyers they should look into their core messaging and positioning every three to six months. So whenever 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 core messages look like, which we call as the messaging pillars. So absolutely, when our sales team is having these conversations, they will get more insights from a customers perspective and then when they come back with that feedback to us, we take it very seriously. Okay, I think that's that's the that's the best way. So I appreciate Johns of to that question now if I was too close off with one last question. What would you say is the key advice that you would give to anyone listening to that podcast about one on one ABM...

...program what's is the the key success fact or the key not to do findings or best practices that you think is important to show with audience today? Great Question. I would say that, from an ABM strategy perspective, first of all, an organization has to think clearly in terms of what their goals are, who's their target market and who are those buyer personas inside that market. So when, when you have sorted these basic questions, then the next step for you is to invest in the right tools come up with the right ABM strategy which can enable you to identify these prospects, these organizations and continuously measure their engagement with your content, with your marketing efforts. And after that, they needs to be a very close collaboration between marketing and sales, marketing and PM in terms of how can we further refine that ABM strategy. So it's...

...a it's a process, it's a journey, but I think the first step is to have that groundwork done and investing in the right ABM tools and then once you have that, then you can really orchestrate a great abum strategy. Thank you very much for that. So there. So at this sige of the podcast, we always ask the same question to all guests, which is if anyone from algience would like to carry on the conversation with you, and but thentually ask you feels a question or even speak to say, book you directly and discuss about your product offering or solution offering. What is the best way to get toward of Usada? Sure, so you can go to a website. It's cyb cu becom, type Cubecom, and if somebody wants to reach out to me. Happy to talk. It's my first aim last name. At GMAILCOM and on twitter I have the same handle, but that sounds fantastic. What again, thank you very much about time today's Adia. It was great to join the show. Thank you very once again for the opportunity...

...pleasure speaking with you and, yeah, look forward to seeing you soon. Thank you. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to BEDB revenue acceleration. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time,.

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