In this episode of the RevOps Corner, our host Eddie Reynolds interviews Andrej Zinkevich, co-founder of Fullfunnel.io, on defining ABM, launching it efficiently with minimal resources, and avoiding common pitfalls. The discussion covers the importance of understanding the buying process, focusing on accounts likely to convert, and the role of marketing and sales collaboration in identifying and engaging target accounts.
You'll learn about detailed strategies for building and prioritizing an account list, conducting market research, and executing targeted marketing efforts. Additionally, the conversation highlights the feasibility of running ABM with lean teams, underscoring the necessity of a cohesive, holistic approach towards sales and marketing efforts.
00:00 Introduction
00:48 Defining ABM in 2024
04:47 Building Effective ABM Lists
12:57 Integrating ABM with Sales and Marketing
17:58 Pilot Programs: Starting Small with ABM
21:37 Creating Awareness Without Big Budgets
28:10 The Power of Account Research in Sales
29:55 The Art of Cold Calling
30:48 Inbound vs. Outbound
34:49 Account Selection and Prioritization Strategies
46:03 Executing Targeted Marketing with Limited Resources
50:30 The Dynamic Nature of Account-Based Marketing
53:04 Concluding Thoughts and How to Connect
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