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 BB revenue acceleration,a podcast dedicated helping software executives stay on the cutting edge of sales and marketingin their industry. Let's get into the show. Hi, welcome to beto be a revenue acceleration. My name is already Muti and I'm yet todaywith Sudia Betty, head of marketing at Cyber Cube. How about you today, Saudier? Very well, thank you, Ray, no problem. So thetopic of today is how to Master Your oneonone ABM program but before wego into details and the conversation Studia, would you mind introducing yourself and yourorganization, 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 andsemantic. My background is in virtualization, it operations management and now cyber riskanalytics. Talking about CYBERCUBE. So cybercube...

...is the market leading cyber insurance,a LETEX platform. We based out of San Francisco. We have two moreoffices globally and we are helping the global insurance industry tackle the most critical riskof the twenty one century, which is cyber yeah, you're initially be incubatedwithin 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 thankyou very much for that. So there. So you've mentioned to me in previousconversation that Sayboubi is a very niche business and focus is only on thetop 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 playsa very important role in your strategy. So could you please show his audiencehow 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 hundredaccounts 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 thesedifferent personas and that help in enabling our sales team to be hyper targetedwhen 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 thecore challenges which I want to address and what could be the possible solutions aroundit? And then, as part of our ABM strategy, we also liverit digital channels advertising to distribute this content...

...and resources to our audience and wealso measure the effectiveness of that content. What is the engagement trade? Isthat content helping US shrink our sales cycle and also helping our sales force todiscover more of these conversation so they can continue building these relationships with that targetaudience? 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. Whatare the key kpis that you are looking at for for success, for thefinding a successful Adm approach from your perspective? So some of the KPA is thatwe leverage? They are around content consumption. So if I come toknow that a specific targeted account that we are looking at has gone up likeforty percent in content consumption over the last three weeks. That is a verystrong signal for us and our sales force...

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

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

...win the business. Now I wouldlike to anorst on from your perspective at out Cyber Cuban and your experience ingeneral as a marketer. What are, from your perspective, of strategies thatwork best to get in front of high level decision make us absolutely I don'tjust 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 theproblem that we are solving is really sophisticated and we specifically want to connect withthe head of cyber chief underacting officer and chief risk officers and during our outreachwe want to develop trust without hearget audience and initiate conversations and educate them howare resolving these core problems around cybery, cogregation and the writing analyts and insuranceindustry doesn't have a lot of data around...

...side, so that makes this challengeeven bigger for them. So, from a strategy perspective, we make surethat we are able to develop the right content, we are able to attendmost of these important conferences and trade shows. We are target audience is there andwe also conduct our own cyber cube events which further help us educate ourcore audience and in fact, this year we are also planning our own userconference to that's yeah, that's a quiet too consistent and quote an interesting planof 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 andsee what they would respond the best with. That correct, exactly. Okay.So another thing that we actually discuss really widely when we lasted the opportunityto meet Sudia, which was at all one of our CMO gmails in inthe bay area, was the alignment between...

...seals and marketing and and we discussin Lens, not only with yourself but also with, just a guess,at cop present around the table, how critical that is for the success ofan ABM program so how do you, with your team, yourselves team,make sure that is disalignment is successful? Yes, this is a super importanttopic. So to establish alignment between sales and marketing, seals and marketing needto be on the same page when it comes to those top accounts and targetdecision makers and key influencers. So once that has been sorted out, youhave a strong base. Then marketing needs to enable sales team to understand thehistorical engagement, as you were talking about those key metric so what sort ofcontent has been consumed by which decision maker at at what count so you deeptie 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 thatis gathering some more momentum, that becomes a very strong signal for the salesteam to do and proactive outreach. So we have twice a month sync upswith our sales team to ensure that we are reviewing these top accounts and basedon that, if we are constantly defining our go to market plans and sharingfeedback from our ABM strategy, would you say that sometimes the feedback of yourself steam with l fits or tailor or slightly changed the way you go gotto 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, theycome back with great feedback. They may have feedback on content, on messagingor even around problems that these target buyers are facing. So that feedback isextremely important to us. We take that...

...very seriously and then we go backand start refining our content and messaging on so I firmly believe that any organizationwho is trying to engage enterprise buyers they should look into their core messaging andpositioning every three to six months. So whenever you have a bit launch comingup, whenever you have a new release, you need to think very clearly interms of what those three core messages look like, which we call asthe 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 comeback 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 ofto 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 listeningto that podcast about one on one ABM...

...program what's is the the key successfact or the key not to do findings or best practices that you think isimportant to show with audience 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 their target market and who arethose buyer personas inside that market. So when, when you have sortedthese basic questions, then the next step for you is to invest in theright tools come up with the right ABM strategy which can enable you to identifythese prospects, these organizations and continuously measure their engagement with your content, withyour marketing efforts. And after that, they needs to be a very closecollaboration between marketing and sales, marketing and PM in terms of how can wefurther refine that ABM strategy. So it's...

...a it's a process, it's ajourney, but I think the first step is to have that groundwork done andinvesting in the right ABM tools and then once you have that, then youcan really orchestrate a great abum strategy. Thank you very much for that.So there. So at this sige of the podcast, we always ask thesame question to all guests, which is if anyone from algience would like tocarry on the conversation with you, and but thentually ask you feels a questionor even speak to say, book you directly and discuss about your product offeringor 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 totalk. It's my first aim last name. At GMAILCOM and on twitter I havethe same handle, but that sounds fantastic. What again, thank youvery 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 themeaning of revenue generation for technology companies worldwide. While the traditional concepts of building andmanaging inside sales teams inhouse has existed for many years, companies are strugglingwith a lack of focus, agility and scale required in today's fast and complexworld of enterprise technology sales. See How operatics can help your company accelerate pipelineat operatics dotnet. You've been listening to BEDB revenue acceleration. To ensure thatyou 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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