Welcome to another episode where we delve deep into the world of Account Based Marketing (ABM). We're thrilled to have an esteemed panel of B2B marketing leaders to share their insights:
In this episode, you'll learn:
🔹 The critical importance of gaining organisational buy-in for ABM
🔹 Strategies for thoughtful account selection and segmentation
🔹 Crafting highly personalised, staged content to engage target accounts
🔹 Leveraging technology in a sustainable manner for ABM success
🔹 Measuring the long-term impact and ROI of your ABM initiatives
Whether you're new to ABM or looking to refine your existing strategies, this episode offers a comprehensive guide to mastering ABM. Tune in now for a deep dive into the best practices, common pitfalls, and expert advice on ABM.
Time notes:
[05:46 - 07:15] - Ben discusses the importance of getting buy-in across the organization to understand that ABM is a different approach.
[09:08 - 09:24] - Joaquin asks Ben to elaborate on how marketing's role has changed the dynamics between sales and marketing at Algolia.
[14:45 - 17:03] - Judit talks about appreciating sales' target accounts but also looking at market intelligence to see which accounts are looking to buy your solutions. She mentions being agile and dynamic in targeting approaches.
[18:25 - 20:14] - Ben discusses getting detailed overviews on accounts from third parties like PipelineIQ to tailor messaging and have more informed conversations.
[28:22 - 29:03] - Navneeth explains SAS's Knowledge Hub, a personalized web page for key accounts with tailored content assets.
[33:31 - 34:08] - Navneeth highlights understanding where the customer is in their buying cycle to serve relevant content.
[36:08 - 38:59] - Judit shares her perspective on taking a nonlinear approach to content strategy for ABM and being responsive to account signals.
[45:49 - 48:07] - Judit talks about the importance of building a sustainable marketing tech stack, starting with foundational tools integrated with CRM before expanding.
[49:15 - 51:00] - Navneeth gives an example of how they integrate SAS's Customer Intelligence 360 platform into ABM nurture flows.
[44:06 - 45:04] - Judit reflects on measuring ABM success over the long term rather than immediate conversion.
[52:07 - 53:49] - Ben emphasizes in his closing thoughts that ABM is a longer game and you need to be focused and disciplined in your approach and measurement.
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