ABM Unplugged: Ask the Experts

Signals Podcast Network

Jeremy Sporn, President at Royce Brooks Media. Kristy Morris, Senior Marketing Leader at Big Tech. Mariah West, VP of Marketing at ViB. These speakers from the Demand Gen Summit discuss ABM and how to effectively utilize it within your company's evolving strategic plays. To stay current on our latest events, follow us on Linkedin.

Useful Timestamps:

5:54 - Account-based marketing is a long-term strategy integrated with broader marketing plans, and how to get started with it.

7:02 - Emphasis on the importance of collaboration with sales leadership teams in the process of implementing account-based marketing strategies.

11:44 - Advice on incorporating familiar touchpoints into account-based management programs and avoiding complexity that hinders execution.

13:18 - How to balance account-based marketing (ABM) with other tactics and incorporating it into a larger marketing plan.

15:32 - Challenges and best practices when implementing ABM strategies.

17:09 - Focus on the role of content and personalized marketing in ABM and how to effectively target key accounts.

20:56 - There is a lot of importance with the collaboration between marketing and sales teams for ABM to be successfully executed.

24:45 - Start small with ABM, testing it out, showing success, and then gaining engagement across the sales organization.

28:55 - Understand the success of marketing efforts, focusing on timing and touchpoints, and monitoring them regularly.

29:52 - Strategies for tracking touchpoints at events and the importance of leading indicators towards success.

33:37 - Advice on starting simple with account-based marketing, learning from initial experiences, and gradually adding complexity.

34:06 - Closing Remarks.