This time about a year ago, Greg Bear and Travis Caldwall at Bear Group were venturing out on a new sales strategy. They decided to add Account-Based Marketing (ABM) to their mix, whittling down a large list of prospects to just a handful of very specific targets. Researching and planning, they hired a sales development rep, then began crafting personalized campaigns for each prospective account.
Initially, their efforts seemed to work. But as the hours added up building assets, they wondered if ABM was worth it. They found organizations were either ready to embrace custom web development, or they weren’t. And they wouldn’t know until they had invested a significant amount of energy. Fast forward to today, and Bear is on a different course. Find out what they’re up to, why ABM didn’t work for them and why relationships are everything in this business.