RD Summit is the biggest sales and marketing event in Latin America. In addition to networking, the lectures create opportunities to learn and deepen knowledge and market trends. Felipe Spina, at the RD Summit, an expert in ABM (Account-Based Marketing) gave a real class on how personalization and experience are differentials in complex B2B sales.
In the strategy process in marketing, we hear a lot about InBound and OutBound, but there is something different.
ABM is a customized strategic process focused on selling to big companies through a very clear and measurable methodology. ABM is for complex B2B sales.
To be clearer, Spina uses the fishing analogy: InBound "casts the net" in pursuit of quantity of leads, catching several unnecessary ones, ABM "harpoon fishes", focusing on the main ones. 🐟
Spina showed cases and key elements of this strategy, based on 5 steps:
The biggest mistake is not knowing who you want to sell to. Define the niche, the ICP (Ideal Customer Profile).
Each position has a different challenge. Personalize the message for each segmentation. Who are the people needed:> Who feels the pain> Who will operate or use the solution> Who signs the contract
Intended for each persona. There is no standard for everyone.
Personalization is the key.
More and more, customization and experience is proving to be the key differentiator.
Working here is different, only those on the inside know what it is like, and the outsiders are nuts to know all about it. In order to build a great business you need great people. Want to be part of an amazing team? Explore our jobs spots.