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WTF is ABM? How to Do Account-Based Marketing [Podcast]

Account based marketing (ABM) podcast

Account Based Marketing is growing like crazy, but what exactly does it mean and how can you do it well? Learn from Sangram Vajre, Co-Founder and CMO at Terminus, about whether or not you should implement ABM strategies & how to go about it. 

Listen on iTunes Listen on Stitcher

Guest bio: 

Sangram is the CMO & Co-founder of B2B account-based software, Terminus, and the author of Account-Based Marketing for Dummies. He speaks on the topic of marketing technology all over the world and is the driving force behind the Flip My Funnel conference. 

Episode breakdown: 

  • What is Account-Based Marketing?

  • Only 1% of leads turn into customers

  • The difference between account-based strategies and typical B2B tactics

  • Stages of a flipped funnel:

    • Identify Companies > Expand > Engage > Create Advocates

  • Focus on the real metrics that will matter, not “vanity” metrics

  • The alignment between sales & marketing and why it matters in ABM

  • “Nobody ever hires a lead executive, they hire an account executive.”

  • Pipeline Acceleration/Velocity

  • The end goal of ABM – it’s not all about leads

  • Who should think about implementing an ABM strategy?

  • “Account-Based Marketing isn’t...a one-trick pony.”

  • When is it the right time to implement ABM?

  • Creating a “shelf space” in customers’ brains

  • The growth of ABM software: good tools for your marketing stack

Resources:

Connect with Sangram:

Flip the Switch