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ABM 3.0 Demand Unit Centric ABM Seek and Earn trust of your Buyers the right way
ABM 3.0
Demand Unit Centric ABM
Seek and Earn trust of your Buyers the right way
We now live in a
demand unit driven economy
Account Centric Demand Unit Centric
A shift from
account based to demand unit based
Average Number of
Buying Group Members 6.8
-- Harvard Business
Review
Demand Unit = Buying Group + Business
Needs
Demand Unit Funnel
Target Demand
Active Demand
Engaged Demand
Prioritized Demand
Qualified Demand
Pipeline
Source: Sirius Decisions
Example of a Demand Unit Funnel
Demand Unit Funnel
Key Drivers
Target Demand Discover Buying Group Members
Active Demand 1st & 3rd Party Intent
Engaged Demand Multi Step/Channel Conversations
Prioritized Demand Scoring Rules
Qualified Demand Tele Sales
Account Group ESSENTIALS #1
super targeted
context driven
Persona Definition ESSENTIALS #2
Buying Committee Member Personas
Selling Team Member Personas
Buyer Group Personas
Director/VP Marketing
Marketing Coordinator/Specialist
CXO
?
Seller Group Personas
Product Manager
VP Sales
Sales Rep
?
Sellers must enable Buyers and earn their Trust
Messaging ESSENTIALS #3
Matches Context of Account Group
Matches Persona of Seller and Buyer
Orchestrate
Buyer Enablement
ESSENTIALS #4
Right _____ to the right _____ on behalf of the right ______
Via channels like Email, _______,
________
Conversational AI powered Engagement
Orchestrate conversations between people on Seller and Buyer Side
Score and Prioritize ESSENTIALS #5
Score Lead, Persona and Demand Unit based on Behaviour
Identify Prioritized Demand based on Threshold Score
Outcome after 90 days?
Target Demand
Active Demand
Engaged Demand
Prioritized Demand
Score 1-20: 10%
2-3%
2500
Demand Units
Score 21-40:
Score 40+:
5%
