GTM Live RV137 - Account-Based Marketing: Strategies and Challenges in B2B Revenue
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Jan 30, 2024 The podcast discusses the importance of account-based marketing (ABM) and its relation to technology. It explores the drawbacks of traditional marketing efforts and emphasizes the need for a holistic approach in go-to-market strategies. The conversation highlights the value of segmenting accounts and the use of technologies like ZoomInfo and Demandbase. It also explores the future impact of AI in workflow automation and content production.
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Treat GTM Like Manufacturing
- B2B go-to-market should be treated like a manufacturing process with waste and inefficiencies to eliminate.
- Aligning data and removing waste across marketing, sales, and ops improves unit economics and growth.
ABM Is Prioritization By Account Potential
- ABM is simply prioritizing accounts and allocating GTM investment by account potential and tiers.
- Whether you target hundreds or millions, every B2B company practices ABM when you sell to specific account types.
Use Four Stages For ABM
- Break ABM into four operational stages: create demand, capture intent, convert pipeline, and expand accounts.
- Build specific motions and metrics for each stage to measure and improve your GTM engine.