This episode is a discussion about how to use account-based marketing to drive enterprise sales. So if you’re looking to increase the size of your B2B deals, then you’ll really like this episode.
SHOW NOTES
00:00:45 Bev Burgess’ introduction to the Growth Manifesto Podcast
00:01:59 How do you define Account-Based Marketing or ABM?
00:04:22 Where did the concept for ABM come from?
00:06:12 Bev expounds on how ABM aims to close the gap between sales and marketing and how everything is about client insight
00:08:11 What’s the difference between “Account-Based Marketing” and “Account-Based Engagement”
00:09:25 Who is Account-Based Marketing for?
00:11:33 What should companies take note of first before they start considering ABM?
00:15:01 Bev explains the different kinds of ABM
00:17:54 Where is the best place to begin to give yourself the best possible chance of a successful pilot ABM campaign?
00:20:39 Bev discusses the steps you need to take and how research always comes first when it comes to ABM
00:25:05 Is it better to start with an account you already have engagement with compared to starting cold in terms of ABM?
00:25:59 What would be the best way to start the ABM process with a cold account and how do you know you’ve picked the right company?
00:28:12 How do you conduct the research needed to have a higher chance of success in ABM?
00:36:53 What does the strategy and execution of ABM look like?
00:40:33 Bev talks about having a “surround sound” strategy when it comes to ABM where you cover both social advertising and social connection
00:46:17 Using personalisation, adaptive, and creative messaging to boost your ABM campaign
00:48:07 Bev discusses the best possible channels to do your research for your ABM campaign
00:52:16 How would you go about getting people to opt-in to your campaign so that you can start sending them something?
00:54:00 What are some of the coolest ABM campaigns you’ve seen?
00:57:02 Bev and Alex talk about how ABM is completely customer-centric
00:58:35 Where do you see Account-Based Marketing going in the future?
01:01:20 Bev talks about her book “Executive Engagement Strategies: How to Have Conversations and Develop Relationships that Build B2B Business“
01:03:23 How long should somebody test ABM for their organisation and start to expect a return on the campaign?
01:06:03 Quickfire Questions with Bev
01:08:17 What is one thing you’d like our listeners to do?
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LINKS
Bev Burgess on LinkedIn [ Ссылка ]
ITSMA [ Ссылка ]
A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts [ Ссылка ]
Executive Engagement Strategies: How to Have Conversations and Develop Relationships that Build B2B Business [ Ссылка ]
The Mind Of The Strategist: The Art of Japanese Business [ Ссылка ]
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