ABM Discussion: Sales & Marketing Alignment and the Legal Nightmare

Welcome to the first episode of B2B Marketing Shots!

I'm thrilled to kick off this experimental series of vlogs with my Stefan Repin. In this episode, we dive headfirst into the world of Account-Based Marketing (ABM), particularly for organizations with long and complex sales cycles.

We break down some of the toughest challenges marketers face today, from getting sales and marketing on the same page to navigating the tricky waters of legal compliance.

A quick heads-up: my video editing skills are still a work in progress, but we're committed to improving with each episode. Thanks for your patience as we learn! For now, let's get into the good stuff.

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P.S.: Don't forget to ping me if you are there, will only be there for a day, let's meet on the break :)

P.S.2: This is not a sponsored post. I will be going to the event, and Alexandra asked me to help her share the word :)

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The Elusive Goal: Sales & Marketing Alignment

We started with the foundational challenge of any successful ABM strategy: sales and marketing alignment.

Stefan and I agree that perfect alignment is less of a measurable KPI and more of a "feeling" or a "social contract." You know when it's there, and you definitely know when it isn't.

So, how do you know if you're getting close? We believe it comes down to a few key things:

• Shared Definitions: The first step is for both teams to agree on what a Marketing Qualified Lead (MQL) and a Sales Qualified Lead (SQL) actually are. As a marketer, I need the freedom to bring in 100 leads to find the 10 great ones. If sales understands this process, we're on the right track.

• A Healthy MQL-to-SQL Ratio: Once definitions are set, tracking the conversion rate from MQL to SQL becomes a meaningful metric that both teams can rally behind.

• CRM Hygiene: The biggest hurdle is often getting the sales team to consistently update the CRM. It’s a pain—we get it—but without clean data and notes from the sales front lines, marketing is flying blind.

• Fewer Complaints: Perhaps the most honest measure is a reduction in complaints. When marketing stops hearing "these leads are garbage" and sales stops hearing "you're not following up," you know you're building a healthier partnership.

Without this fundamental alignment, any ABM campaign is destined to struggle. It’s the essential groundwork before you can build anything meaningful.

Navigating the Legal "Nightmare" in Marketing

Next, we tackled my personal nightmare: legal and compliance.

In a world governed by regulations like GDPR, how do you convince your legal team to approve the powerful marketing tools (like 6sense or RB2B) you need to be effective?

The truth is, many effective marketing tactics operate in a legal gray area. Getting approval isn't about finding a foolproof tool; it's about internal persuasion and risk management.

1. Take Responsibility: Understand that your legal team's primary job is to protect the company. By acknowledging the risks and taking personal responsibility, you can build trust. Frame it as a calculated business decision.

2. Get Executive Buy-in: The CEO can often make the final call on accepting a certain level of risk if the potential reward is high enough. If a tool could generate millions in revenue, a small risk of a fine might be worth it.

3. Respect Industry Nuances: Some industries, like FinTech, pharma, legaltech, and cybersecurity, are extremely litigious. Tactics that work elsewhere might land you a cease-and-desist letter. In these fields, you have to be extra cautious and creative.

We also discussed the power of alternative tactics when digital channels are restricted. If you can't email a lead, maybe you can retarget them with ads on LinkedIn, send a physical gift, or invite them to an exclusive event.

The Human Touch in a Digital World

As digital channels become saturated, the value of human connection skyrockets. We discussed how some of the most effective ABM plays happen offline. Simple things like reactivating a year-old list with an email newsletter can bring in huge deals because the timing is finally right.

However, even offline tactics have their challenges. Many companies have strict no-gift policies, and with remote work, you can't even be sure an executive is at the office to receive a package. This has led to creative solutions like using services that allow the recipient to enter their own shipping address or hosting influencer-led dinners where the sponsorship is hidden to create a more natural, low-pressure environment.

Ultimately, successful B2B marketing is about coordinating a multi-channel effort. The decision for a $100k deal isn't made from a single ad click; it's the result of a dozen touchpoints, both online and off, that build trust over time.

Thanks for tuning in to our first shot!

We’ll be back with more soon.