Account based marketing or ABM is an alternative to B2B. It’s a strategy where an individual account is treated as its own market of one. Brandon Redlinger manages growth at Engagio which provides software products for account based marketing and account based sales.
Brandon is going to share his experiences and strategies working in this funnel. I’m hoping that you will come away with some key takeaways and educational points that you can apply right away. Brandon also shares how account based everything may be more appropriate because bigger companies are now pushing account based success in all aspects of sales and marketing.
Episode Highlights:
- The account based approach is strategic marketing that is personal and relevant coordinated between different functions.
- It can be used in the top of the funnel to open doors or lower in the funnel for account expansion, upsells, and more.
- This concept is similar to strategic selling targeted at a smaller set of accounts but at bigger deals.
- Technology is enabling marketing to help sales open doors by using intelligence, predictive modeling, and engagement scoring.
- Casting a wide net with marketing, inbound, content, demand generation, and ABM.
- How account based marketing helps in all five levels of awareness.
- Large companies have global accounts with many divisions. This is why working with relationships within the accounts is important.
- How engagio allows tracking with a different customer touchpoints like SalesForce, Marketo, your CRM, or Google Apps.
- The importance of retention and how many VCs are looking at these numbers over growth numbers.
- How a lot of people will jump into ABM and get it wrong. How important it is to look at if it is right for you and fits within your business model.
- The importance of not executing before you have a plan.
- The co-founder of Engagio was actually the co-founder of Marketo, and he left because he feels that account based marketing is the future of B2B.
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