So hot right now: Why ABM is back in fashion for B2B Tech marketers

Plugged In, Switched On.

In this episode of Plugged In, Switched On, our host, Barrie Seppings asks why Account Based Marketing is the tactic du jour amongst B2B Tech Marketers right now. Joining Barrie in the ‘conversation that matters’ are Jess Littlewood, Strategy Director at Splendid and Felicity Theobald, Client Services Director at Splendid, two agency leaders who spend most of their time deep in the very fashionable trenches of ABM with some of the world’s biggest B2B Tech brands.

In this discussion, they explain why patience is an ABMer’s most valuable skill and why many B2B Tech brands are once again committing big budgets (and their best people) to this approach.
This ‘deep dive’ special edition of the Plugged In Switched On podcast puts the focus on one particular skillset or format in the B2B Marketer’s armoury to find out:

• Where the approach originally came from
• Why it’s back in vogue right now
• The skills and attitudes a marketer needs to develop in order to succeed
• How technology is changing and accelerating the field
• What role creativity can (or should) play
• Why brands are committing significant funds to this approach
• How is it likely to evolve in the coming year

Jess Littlewood is the Strategy Director at Splendid, having honed her skills at developing insights for clients while leading teams at specialist agencies in Sydney and London. Connect with Jess on LinkedIn

Felicity Theobald, Client Services Director at Splendid, has years of experience cultivating both relationships and talent at agencies in London and Sydney. Connect with Flic on LinkedIn

Barrie Seppings is the Executive Creative Director of The Splendid Group and the host of Plugged In Switched On. Connect with Barrie on LinkedIn.

Thanks for listening!
If you want to learn more about Splendid Group , see some of our work or meet any of our people, visit splendidgroup.com

Chapters

1. So hot right now: Why ABM is back in fashion for B2B Tech marketers (00:00:00)

2. Where the approach originally came from (00:03:18)

3. Why it’s back in vogue right now (00:03:42)

4. The skills and attitudes a marketer needs to develop in order to succeed (00:04:30)

5. Why brands are committing significant funds to this approach (00:06:52)

6. What role creativity can (or should) play (00:24:45)

7. How technology is changing and accelerating the field (00:32:40)

8. How is it likely to evolve in the coming year (00:36:09)