What exactly does ABM mean? Everyone has their own definition of ABM and how they use it. Let’s hear from our guests, who are experts in the ABM industry, to learn what it means to them.
In our first episode, our host Arun Gopalaswami (CEO of Recotap) speaks with Lubaina Rangwala, the ABM Lead at ThoughtWorks Global.
A member of Global ABM Lead, Thoughtworks. Started working in 3D animation and sound, to managing client relations, to business analyst, to product marketing and finally ABM.
It is a strategic way of thinking about B2B marketing. ABM deals with bringing sales and marketing together. The goal is to personalize customer experience in a way that is relevant to them.
The journey started with an interest in the go-to market which gravitated toward product marketing. Incidentally, an opportunity in Thoughtworks opened up to create something new in marketing, ABM. Even after one and a half years since ABM, the learning process still continues as different organizations use ABM in different ways. Going from 9 accounts to 30 in this period, it is constantly changing.
It largely depends on how we are and what we do. There are two teams, The Global Center of Excellence and the Regional. The regional teams are aligned to different accounts, by discovering the best way to work with the region in a non-hostile way by understanding and communicating on what best works for them. Also, by learning from our counterparts all around the world and using this information to develop the foundation elements for ABM. The global team assists by giving support, measurement, training and other required elements. ABM was started by setting up a pilot program to measure the effectiveness of it and to allow buy-in from larger groups.
Marketing and commercial leadership brought up the need for ABM. For the past two years, due to the pandemic, most organizations focused on retention and expansion rather than building new businesses. Both regionally and globally, ABM had an impact which was challenging. The leadership was very helpful to articulate it and align the rest of the process.
Since ABM is a new process, to get the message across is vital for it to work regardless of all the hassles one has to face. Bringing sales and marketing together is very important as well. Prioritizing ABM has proven to be beneficial and is required to build awareness. Moreover, one has to get accustomed to a new way of working. Exchanging ideas and feedback between sales and marketing, as well as partnership is a necessity.
Regardless of the background, anyone can practice ABM. Do not stick to the dogmatic aspects of ABM. Always do what works best for the client. Remember to share one's experience by writing blogs or attending talk shows as it builds literacy between marketers.
How can people reach out to you?
Twitter: @lubaina
Linkedin: Lubaina Rangwala
