SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.
SaaS Backwards - Reverse Engineering SaaS Success
Ep 28 - How to successfully launch Account-Based Experiences with Bazaarvoice’s Jen Leaver
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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