The book is an interesting journey of discovering ABM. The author came to a realization that targeting only desired potential accounts made sense for the business he tried to grew. The approach also allowed investing into more elaborate marketing efforts, as the target audience was reasonably small.
Some of the most interesting aspects:
- Creative approach to marketing based on ideas from any part of the organization. A new employee suggested to use a video… in a direct mail. Why not? The campaign was a success.
- The author promoted a very narrow webinar, which would be interesting only for a particular prospect. The prospect found the topic irresistible, and signed up. The webinar was held for only one person (who did not know about this fact), and eventually lead to a sale.
- Prioritization… The author emphasized the need for focus and thoughtful prioritization of the target audience to avoid costly distractions. Focus is difficult for startups, which might try to adjust the product to suit one large customer from a different segment. This lack of focus would be a mistake. Product and marketing resources need to be concentrated on a core market.