Predictable B2B Success How to get started with b2b account based marketing
Jun 12, 2020
54:11
In this episode, Patrick Van Gorder, the senior VP of Level Agency, shares how we can get started with b2b account-based marketing. Insights he shares include:
- Why Patrick advocates for a B2B account-based marketing approach
- How Patrick defines account-based marketing (ABM)
- Why marketing and sales should work as one cohesive unit
- The benefits of ABM to an organization
- How companies can find ways to adopt ABM that best fit their unique needs
- How to develop a one to one personalized experience to companies with ABM
- How much data do we need to support buyer profiles
- How to engage your account's buying committees and users
- Why building a peer to peer relationship with sales is the best way to create better alignment
- How to recruit for ABM transformation within an organization
- The role of account scoring in B2B account-based marketing
- When to look at building your content and messaging
- Why your content needs to pass the sniff test
- The steps we should be cognizant of in rolling out b2b account-based marketing
- Technology will help with your ABM transformation
- What metrics and analytics we need to have in place
- Aspects of ABM that innovative companies are using