ABM: Engaging Multiple Decision-Makers

Today’s B2B sales strategies are usually about reaching as many stakeholders as possible through the most efficient methods available. However, sales cycles often stall because these shallow interactions lead nowhere. It’s time to move away from traditional account-based marketing (ABM) tactics and focus on adopting new ones.

This guide will reveal how a single, strategically designed executive roundtable can simultaneously convene your buying group, align your business goals, and dramatically shorten your sales cycle.

The Convergence (Bringing the Buying Group Together)

Neutral Ground for Conflict Resolution

Executive roundtables provide a neutral, pitch-free environment where C-suite attendees can discuss internal challenges, business developments, and effective strategies candidly. Your advantage, as a host, is in facilitating these conversations by focusing the discussion on relevant pain points, which allows your stakeholders to agree on the problem before you, the host, introduce the solution.

Peer-to-Peer Magnetism

The exclusive nature of your event acts as both a screening tool and a powerful magnet. Your guests will be motivated to attend because of the potential meaningful business relationships and executive knowledge-sharing they receive from industry peers. This high-value content is what will justify the time commitment for all of the senior management in the buying group.

The Close-knit Invitation Strategy

Ensure that your invitations are personalised to each stakeholder’s functional role, and address them by name. This is to prove that the content is relevant not only to their specific business needs, but also to show that these were made with them in mind. For example, if a Mark, the CFO, cares particularly about ROI Attribution Models and their effect on the movement of sales funnels, make sure to mention all of those details in your invitation!

The Acceleration (Shortening the Sales Cycle)

Integrated Data Capture Across Roles

Event staff on-site should be prepared to capture in-depth qualitative notes on the specific pain points and readiness of each member of the buying committee. This data will be crucial for the ABM sales team to craft a comprehensive, personalised outreach immediately post-event.

Instant Consensus Building

Since the entire buying group has experienced the same knowledge-sharing event, it’s easier to come to a consensus on any details, valuable insights, or propositions in future interactions. This will help bypass weeks of cold sales pitches and follow-ups for your sales team, and forge strong business relationships on-the-day.

ROI Attribution Models for Proof

Of course, tracking the event and any ROI from it as a significant touchpoint will help prove that event-influenced deals close faster and are associated with higher pipeline value. 

The Event-Led ABM Blueprint

The executive roundtable accelerates ABM by converging the buying group and providing rich data required for rapid post-event follow-up without the hassle of the awkward, generic outreach. True ABM success is measured by speed. The most efficient route through the multi-stakeholder maze is to bring them all to the same table at the same time.

Stop chasing stakeholders one by one. Schedule a consultation with the Ortus Club and use the executive roundtable to win your accounts all at once.