Ep 28 - How to successfully launch Account-Based Experiences with Bazaarvoice’s Jen Leaver

SaaS Backwards - Reverse Engineering SaaS Success

Most companies fail with ABM because of their ad hoc execution. They target accounts as a wish list and continue to do business as usual.
The truth is that successful ABM requires an organizational mindset shift, and that doesn’t happen by changing it all at one time.
“Marketing usually gets it,” says Jennifer Leaver, senior global ABM Manager at Bazaarvoice. “The tougher sale is with sales. There’s a lot of change management involved.”
Leaver’s approach to ABM adoption was to start small with “sales friendly’s” (Two salespeople out of 200) where she piloted an ABM program and focused on engagement metrics into their target accounts such as click-through rates, impressions, and web traffic.
Later, she was able to measure pipeline in terms of full funnel metrics, they increased pipeline generation by 129%, increased opportunities by 57%, and deal velocity increased by 122%.
With triple digit number increases across the board, full adoption after that wasn’t hard.
If you’re thinking about adopting an ABM program or would like your ABM to reach its full potential, this episode is a must listen.

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