Telling a Compelling Story for and with ABM

@n8hurst

nate.hurst@domo.com

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Connect With Your Audience

Hi, my name is

Nate and I’m

still figuring out

this whole ABM

thing.

This too

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Connect With Your Audience

Telling a Compelling Story for ABM

Chapter 1: Preach

Chapter 2: Test

Chapter 3: Invest

Telling a Compelling Story withABM

Chapter 4: Build

Chapter 5: Create

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Chapter 1: Preach

“Unless someone like you cares a

whole awful lot, nothing is going

to get better. It’s not.”

- Dr. Seuss, The Lorax

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Preaching

• ABM?

• We need LEADS!

• Sell to multiple departments

• Sales

• Marketing

• Customer Success

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Chapter 2: Test

What can you impact?

• Land & Expand

• Acceleration

• Adoption

Find the low-hanging fruit and go!

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Testing

5 Existing Customers • Customer stories already existed

• Re-purpose and distribute

Targeted LinkedIn ads• Involved Champions

Meet and greet Breakfasts

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Chapter 3: Invest

The philosophy of ABM is not new.

It’s the technology that has changed.

In order to scale, you’ve got to invest.

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Investing

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Chapter 4: Build

Build Account Lists

• 3 Tiered Approach

• 50 Accounts

• 200 Accounts

• 1000 Accounts

• Assess Current Content

• Repurpose the good content

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Re-Purpose Good Content

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Chapter 5: Create

ABM is long term

• It’s not a singular campaign

• Goal is to become top of mind/drive engagement

Messaging should be an extension of the Brand

• Be interesting/fun

• Be Relevant

• Make it Visceral (appeal to emotions)

• *Connect on a personal level (with cat pictures!)

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Take cues from the best brands

• It’s brown

• It contains sugar*

• Best when cold

• You can clean your toilet with it

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Take cues from the best brands

• The Coke Side of Life

• Open Happiness

• Taste the Feeling

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Take cues from the best brands

• It’s comfy

• It’s stylish

• Quality leather

• Great stitching

• Good Arch Support

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Take cues from the best brands

• Just Do It

• “There is no finish line”

• Anti-Gravity Machine

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Consumer v B2B

• Are they that different?

• It’s just people

• TV, Magazine Ads v. Digital and

Direct Mail

• Goals are the same: Connect,

Relate, Engage, Motivate

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Chapter 5: Create

Listen to your customers!

• What are they doing

• What are they saying

Create campaigns and use all

vehicles to support the story.

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Let customers tell your story…

Customers were saying things like:

“Domo is the first thing I do in the morning…”

”It’s like my morning coffee...”

“A perfect way to start the day…”

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Wake Up With Domo

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Expand Reach

• Surround entire department

• Be multi-threaded

ADDRESS

POSTAGE

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Digital Ads – Live

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Landing Page

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Follow Ups

Leverage Sales Teams

• AEs and Account Development

• Voicemail Scripts

• Email Templates

Coffee Breaks

• Meet up

• Deliver coffee

Thank you.

@n8hurst

nate.hurst@domo.com

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