Matt Senatore's Insights:
- In its most basic definition, ABM is a strategic approach that aligns resources against a set of defined, targeted accounts. Regardless of the goal or approach, the focus must be on bringing relevance based on specific insights within those targeted accounts.
- There are different models for account-based marketing: large strategic accounts where a one-to-one approach is typically utilized; named accounts as well as industry/segment accounts where a one-to-few/one-to-many approach provides scale based on matching of similar challenges and opportunities and lastly customer lifecycle, which focuses exclusively on existing customer that receive differentiated outreach for ongoing usage and relationship nurturing.
- While ABM can help produce significant benefits, you can’t just ‘flip the switch’ and begin doing ABM. Successful ABM requires: commitment to customer insights, readiness to engage different customers uniquely, willingness to take a different approach to content development, pledge to interlock sales and marketing and a willingness and ability to measure results different.
Matt Senatore Profile
Matt Senatore brings more than 15 years’ experience in strategy, marketing and account management on both the consulting side and the client side.
Prior to joining SiriusDecisions, Matt was vice president of global marketing at Casewise Systems, a b-to-b software company specializing in business process improvement and enterprise architecture solutions. He was responsible for strategic marketing planning and execution of comprehensive global and country-specific marketing activities, including branding and positioning, content creation, digital media, customer marketing, communications, demand generation, events, analyst relations, and agency and vendor management initiatives.
Matt also spent seven years at PepsiCo in a variety of roles, including customer marketing, innovation and channel marketing. He worked hand-in-hand with the sales organization to develop annual account-based marketing strategies and plans designed to drive revenue, profit and customer advocacy.