Richa Pande (Global Head of ABM and Content Strategy for HP) says that ABM demands absolute customer obsession. To us at Personal ABM, this means that sales, marketing, leadership, and customer success teams need to be relevant at each touchpoint to the accounts they want to win, protect, and expand. This includes LinkedIn profiles as more than 65% of buyers will review profiles before they consider connecting with sales and marketing. Yet 95% of LinkedIn profiles are irrelevant to buyers. This is happening even though organizations like NetApp are busy turning their inside sales teams into digital sales response teams.
In the podcast below, Kristina Jaramillo shows how most teams are irrelevant on social. You'll also see how the SVP of Sales and Marketing for RGL Logistics increased her relevance on LinkedIn to drive engagement with the C-suite at P&G in order to protect and expand the account.