597. ABM is About Trust More than Awareness
So, you’re an ABM marketer of a little fish in a sea of big fish.
A lot of people think that marketing a small to medium-sized B2B company in a market dominated by giants is all about awareness.
The problem is companies looking to hire a new player instead of an established one aren’t making that decision based on their awareness of your company.
They are asking themselves questions like:
“Do I have the confidence that this vendor has the capabilities of delivering what they say?”
“If something goes wrong, will they help me or abuse the situation?”
“Are they trying to convince me to adopt something totally new or are they a better version of something I already believe in?”
This is especially true for large deals.
- 4 big failures in ABM
- 2 key ways to win
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