Enhance Your Account Based Marketing with Customer Advisory Boards

Account based marketing or ABM is all the rage… again… Farland Group, along with many of our clients and partners like ITSMA have elevated the importance of ABM for more than a decade, because it works.

Let’s begin with what it is – ABM is a focused approach to B2B marketing that aligns the sales and marketing teams in targeting select accounts that have the potential to grow and prosper. In most instances, these accounts have the highest possible ROI.

In our work with clients, we find the discipline and process used for driving a successful Customer Advisory Board (Board) can be applied to help ABM programs succeed. Here are some observations that may help those of you setting out on the ABM journey:

Personalization of content:

Tailoring and co-creating content shifts Board meetings from selling programs to customized, two-way, dialogue-based engagements. In ABM, personalized propositions and content strategies drive longer term engagements too.

Client-first versus vendor-first:

Focus on client goals, strategies and outcomes first. Over time, you will earn the right to sell your offerings and share your expertise.

Long-term relationship focus:

Unlike events, Customer Advisory Boards are long-term commitments for the vendor and the customer. Typical Board terms are 2-3 years, and as a result, the content, dialogues and behaviors are relationship versus transactional in nature. ABM programs are also long-term in their focus. Build short and longer-term milestones and know that with more time will come more success.

Integration of marketing and sales:

To be successful, Customer Advisory Boards should engage the marketing and sales organizations and connect into a larger set of ABM-based goals. By focusing on client-goals first, sales and marketing leaders are able to collaborate to meet the outcomes that matter most to the client.

 

 


Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

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Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

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Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

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