Around a month ago, Jake Bird & I came up with what seemed like a sensible idea at the time - to run a live demonstration using GenAI tools to the Propolis community. Specifically, how to use GenAI to scale your ABM capacity by around 25%, with an in-depth look at the account prioritisation process, and the creation of psychometrically tailored, insights-driven comms coordinated by SDR's. On Wednesday, that idea came to life. I must admit - even we didn't know what to expect. We'd run the session internally a number of times to prepare, and no single practice run looked the same. Thankfully, we've had some lovely feedback from participants who were able to join us live, and multiple requests for the On-Demand webinar. Most inquiries have been related to the structure of our RISEN methodology prompts. For those who couldn't attend the session, some key takeaways: 👨💻 Human-led, AI enabled - the tools have got a lot better in the last 6 months, but left to it's own devices, GenAI will still stitch you up. It's a tool to assist you, not replace you. 🤓 The better the prompt, the better the outcome. Einstein was famously quoted as saying - “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.”. Take the time to nail your prompts. ✏ At Seeblue, we leverage AI to free up 25% of our admin time each day. As an agency, we now release £18,000/month of billable capacity - something we make a point of passing on this benefit to our clients in the 'do more for less' economy. 🎯 With ABM in mind, we still need detailed customer insights which are connected to our client's proposition and the challenges they solve. GenAI can augment this process, not replace it. If you couldn't attend the session, but would still like to watch, or simply just have a chat, please feel free to DM. Thanks again to Shivani Maru (née Roda) for helping facilitate and making sure the whole webinar ran smoothly! #ABM #GenAI #SDR Orla Murphy Helen Brown Oliver Marshall
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As we continue to build out our studio here at Seeblue, we're looking for a Senior Designer to join our (in Oliver Marshall's words) 'Sparky' team! #sparky #growth #hiring
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I’m #hiring. Know anyone who might be interested?
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Hiring! #growth
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***New job posting*** We're looking for a Senior Account Executive to join our talented team delivering #ABM to a growing number of wonderful Enterprise clients 💪 We're a high-performance team that thrives on delivering outstanding work with a personal, collaborative approach. This is a hybrid role, with 2 days a week in our office in Newbury, England. Check out the job description 👀 and apply today or share this post with your network. #hiring #B2B #agency
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We're looking for a B2B copywriter to join the team and play a pivotal role in shaping and growing our Studio! PM myself or Helen Brown if you'd like to find out more. #growth #opportunity #seeblue
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💡 How to scale ABM, cost-effectively 💡 As 1:few ABM specialists, this is something we've been asked a lot lately. Here are some starters for 10: 🤔 Don't spend £1000's / account on account research. You'll end up with a 100-page dossier, most of which is superfluous information and will never get actioned. 🎯 Focus your analysis on key account insights that are actionable for Sales, and allows us as ABM'ers to personalise comms to a degree of meaningful specificity. 6-8 pages is more than enough. 🤔 Scaling ABM does not mean you have to verticalise it. In fact, if you limit your activity to a specific sector, you're potentially limiting the number of accounts which are in an active part of their buying cycle. 🎯 Scale your accounts based on a shared customer challenge. This ensures you're staying customer-centric in your approach, and allows you to target accounts who are actively buying, regardless of vertical. 🤔 DG-style personalisation of content, which only changes logo/firstname.lastname etc 🎯 Structure your content deliberately. 80/20 rules are a good starting point. 80% of your content should be focused on the shared customer challenge, and how we can help solve it. 20% should be tailored to account-specific context. Their challenges, their language. #abm #1fewabm #scale #costefficiency #betterway Orla Murphy Jake Bird Helen Brown Eilidh Barnett
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Interesting to see some of the latest research from the team at TrustRadius. In tough economic climates, it's especially important to demonstrate (and ideally, tailor) the ROI of our solutions to Buyers. Therefore it's interesting to see a level of disconnect between Vendors potentially over-indexing on 'revenue impact', whereas Buyers are more concerned with time & cost savings, alongside time-to-value. Orla Murphy Helen Brown Jake Bird #roi #messaging #challenger
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A question for all the marketer's out there - do you have regular face-time with your customers? Particularly interested to hear what insights were gathered, and how you subsequently adapted any strategies. #ABM #customerinsights
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Having recently welcomed a puppy into the household, the strategist in me couldn’t help but draw parity between training a puppy and crafting effective comms. The key trick for both is to keep it simple. Simple communication is effective communication. Puppies typically only understand the first syllable. We’ve got a little more leniency with B2B buyers, but in reality, not much more. In the first instance, perhaps 1-2 seconds of attention (depending on the forum). In reality, 1-2 seconds = a short sentence with an accompanying visual. Our target audience is bombarded with information every day. We have to ensure that the first sentence is concise, and addresses a fundamental need. It’s a powerful sentence indeed that can command attention and convey enough value for a buyer to exchange their time. Introducing Willow, my most recent tutor in B2B, and the cause of many sleepless nights. Seeblue Helen Brown Orla Murphy Jake Bird #strategy #abm #simplicity #puppy
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