ABM, Empathy, and Shaking Off The Radio Silence

 

ABM is hot right now and, much like revenue operations [wink wink], it’s not going away. As you most likely know, there are countless tip lists, books, and guides bouncing around the internet, all discussing the best ways to implement ABM and best practices once you get there. We’ve found many of them extremely helpful as we embarked upon our own journey to personalize our sales cycle, but this is not one of those guides. 

 
Recently, the New York Times ran an op-ed by KJ Dell’Antonia, entitled ‘Why I Didn’t Answer Your Email’. Unlike many of the articles we click on throughout the work day, this one was neither industry-specific, nor technical. It was not written by the head of a tech startup, but rather by a mother and former NYT reporter who now authors parenting books. Needless to say, not a SaaS consultancy’s typical fare. 
 
As we read, though, we couldn’t help but draw some parallels between Dell’Antonia’s piece—a purposefully meandering narrative about each moment she spent not answering this hypothetical email and why—and many of the truths that are the driving force behind the whole practice of ABM. Success is dependent upon your team’s ability to take data about your target accounts, interpret it, and turn it into a precise, actionable playbook. But it’s more than that. 
 
When you boil it all down, Account Based Marketing is about a few key things: Insight, understanding, and connection. Particularly from a content perspective, being able to understand the point of view of the company you’re targeting is crucial. Having data is not enough; you also need to be able to, in a way, empathize with them. 
 
As someone in sales or marketing who’s put time and energy into their ABM plays, it’s easy to get frustrated or discouraged when responses don’t roll in. This applies to all types of outreach, and for teams of people who are measured on their ability to move the needle, ignored emails can feel a whole lot like personal failures. 
 
The reason this op-ed resonated with us and many others, then, is simple: It offered us a look at the other side of that dreaded radio silence, at the people to whom we’ve written that are busy navigating crazy days, whether they include parenthood or not. It offered us some kind of muted assurance that our insights were accurate, our copy was compelling, we did things right. It allowed us to shake off the threat of failure that lurks like a shadow behind every time we take a swing at something big and new.
 
It’s likely that shadow will never truly go away, but at least now we know there’s a remedy.
Previous Article
The SaaS Society: Teamwork, Remote Work & The Evolution of Both
The SaaS Society: Teamwork, Remote Work & The Evolution of Both

Next Article
Everything's Coming Up #SaaStr2019: Part II
Everything's Coming Up #SaaStr2019: Part II