Senior Director of Product Marketing
In this episode of Real ABM our guest is Richa Pande, the Head of Global ABM Programs at HP. Richa covers the foundational aspects of success with ABM. One aspect of success is the functions of the marketing team: ensuring rich customer insight to enable you to identify and build your personas, as well as your customer journey. Richa also covers identifying accounts: the importance of planning rather than letting sales fend for themselves, outlining firmographics, cutting the account list to ensure maximum efficiency.
Tactically, the gems of knowledge lie within the customer journey. Creating dialogue within the customer journey enables droves of feedback and adds a personal touch. Richa has found that creating peer-to-peer environments for customers brings about a more diverse set of customers, creates room to hear and solve problems, and allows time to build relationships. Also, making experts in the field available adds another layer of service for customers. Measuring success with ABM reflects on components such as the quality of engagement, strategic alignment, incrementality to personas, and softer metrics.
“In order to really have an ABM program that can make a difference, you need very rich customer insights. That’s going to help you build and identify your personas…and build your customer journey.”
– Richa Pande