The traditional enterprise go-to-market motion is undergoing a transformational shift. B2B buyers are more sophisticated than ever, and operational efficiency is a key focus for every organization. One key function possesses a unique opportunity to shape the future of revenue generation: enablement. On this podcast, we’re bringing you the secrets, strategies, and tactics that successful enablement leaders are using to drive meaningful impact. The Enablement Edge is the go-to resource for sal ...
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Ep. 484 | ABM Power Moves: Aligning Teams for Max Impact
Manage episode 424278675 series 2151033
Content provided by Demandbase. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Demandbase or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Episode Summary
This episode discusses account-based marketing strategies with guest Amanda Dyson. She shares insights on personalizing ABM approaches based on customer understanding rather than focusing on features. Amanda emphasizes the importance of collaboration between sales and marketing in areas like account nomination and campaign planning. She also outlines how ABM can support customer retention, upsell, and cross-sell efforts by building long-term relationships.
About the guest
Amanda is a 20-year B2B SaaS marketing veteran. She has run regional and global teams. She has a passion for people and results and a proven track record of success. She has held leadership positions in sales and marketing, including ABM, partnerships, demand gen, field and corporate marketing for global Supply Chain Management (SCM) and Enterprise Resource Planning (ERP) companies. When she’s not growing people or pipeline at leading tech companies, she enjoys spending time with her family in the mountains or at the beach, running daily, and practicing mindfulness.
Key takeaways
- Lead with customer pain points rather than product features to build trust.
- Collaboration between sales and marketing is required through an account nomination process and campaign planning sessions.
- Focus ABM efforts to avoid trying to sell everything at once and "boil the ocean."
- Leverage ABM for existing customers through custom landing pages and insider advocates to drive retention, upsell, and cross-sell.
- Overcommunicate ABM strategies internally through a living overview deck and consistent updates on calls and materials.
Quotes
"ABM is probably my favorite type of marketing because it can be disruptive and provocative. And, honestly, it's just all about the customer and how to stand out to them." -Amanda Dyson
Recommended Resource
Books
-"How Women Rise" by Sally Helgesen and Marshall Goldsmith
-"Radical Candor" by Kim Scott
-"Amp It Up" by Frank Slootman
-Fiction books by Kristin Hannah and Frederick Bachman
Connect with Amanda Dyson | Follow us on LinkedIn | Website
491 episodes
Share
Manage episode 424278675 series 2151033
Content provided by Demandbase. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Demandbase or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Episode Summary
This episode discusses account-based marketing strategies with guest Amanda Dyson. She shares insights on personalizing ABM approaches based on customer understanding rather than focusing on features. Amanda emphasizes the importance of collaboration between sales and marketing in areas like account nomination and campaign planning. She also outlines how ABM can support customer retention, upsell, and cross-sell efforts by building long-term relationships.
About the guest
Amanda is a 20-year B2B SaaS marketing veteran. She has run regional and global teams. She has a passion for people and results and a proven track record of success. She has held leadership positions in sales and marketing, including ABM, partnerships, demand gen, field and corporate marketing for global Supply Chain Management (SCM) and Enterprise Resource Planning (ERP) companies. When she’s not growing people or pipeline at leading tech companies, she enjoys spending time with her family in the mountains or at the beach, running daily, and practicing mindfulness.
Key takeaways
- Lead with customer pain points rather than product features to build trust.
- Collaboration between sales and marketing is required through an account nomination process and campaign planning sessions.
- Focus ABM efforts to avoid trying to sell everything at once and "boil the ocean."
- Leverage ABM for existing customers through custom landing pages and insider advocates to drive retention, upsell, and cross-sell.
- Overcommunicate ABM strategies internally through a living overview deck and consistent updates on calls and materials.
Quotes
"ABM is probably my favorite type of marketing because it can be disruptive and provocative. And, honestly, it's just all about the customer and how to stand out to them." -Amanda Dyson
Recommended Resource
Books
-"How Women Rise" by Sally Helgesen and Marshall Goldsmith
-"Radical Candor" by Kim Scott
-"Amp It Up" by Frank Slootman
-Fiction books by Kristin Hannah and Frederick Bachman
Connect with Amanda Dyson | Follow us on LinkedIn | Website
491 episodes
All episodes
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Similar to OnBase: Smashing Sales and Marketing Misalignments
The traditional enterprise go-to-market motion is undergoing a transformational shift. B2B buyers are more sophisticated than ever, and operational efficiency is a key focus for every organization. One key function possesses a unique opportunity to shape the future of revenue generation: enablement. On this podcast, we’re bringing you the secrets, strategies, and tactics that successful enablement leaders are using to drive meaningful impact. The Enablement Edge is the go-to resource for sal ...
…
continue reading
The Partnership Economy explores the power of partnerships through candid conversations and stories with industry leaders. Our hosts, David A. Yovanno, CEO and Todd Crawford, Co-founder, of impact.com, unpack the future of partnerships as a lever for scale and an opportunity to put the consumer first.
…
continue reading
Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Zapier’s CMO), lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.
…
continue reading
Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
…
continue reading
How do I start an online business? How do I build a brand online? How do I get traffic and attention to my online business? The biggest question is, can I start a business online and replace my current JOB? Welcome to The Rock Your Brand podcast show where we answer ALL of these questions and a ton MORE! Scott Voelker, the host will share with you everything you need to know and help you to build a Future Proof Business that will allow you the ultimate Freedom. Scott shares tips and strategi ...
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continue reading
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continue reading
1
The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
Brian Burns
No BS Allowed - Are you sick of empty suits telling you to work harder? - Learn about The Maverick Selling Method, which models the world's best salespeople and what they do differently. If you are in sales and are passionate about selling, you will like this podcast. The focus is on b2b sales and selling. If you are selling or in sales, this podcast is for you. I cover cold calling, spin selling, challenger sale, solution selling, and advanced selling skills. Strategic selling, LinkedIn, sa ...
…
continue reading
Insightful interviews with authors, experts, entrepreneurs, and thought leaders who share valuable marketing tips, growth strategies, and resources. Hosted by John Jantsch, one of America's top small business marketing experts, this show is dedicated to helping you craft effective marketing strategies that will grow your business. Whether you're a small business owner, marketing professional, or marketing agency owner, you'll gain valuable insights and actionable advice on topics such as mar ...
…
continue reading
Outsource Acelerator Podcast, hosted by Derek Gallimore, explores business and outsourcing mastery. Inside-knowledge from the outsourcing capital of the world - Manila, Philippines.
…
continue reading
It didn’t all change in March 2020. Not really. The UK high street has been in the throes of a gradual revolution for decades. From the rise of ecommerce, to the birth of mobile, social commerce, and a growing emphasis on experience, change has been underway for a while. In fact for many, the pandemic has acted as a wake-up call. Digital transformation was no longer a ‘nice to have’ but a matter of survival. Necessity sparked innovation and customers are enjoying more flexibility and conveni ...
…
continue reading
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