The Healthtech Marketing Show Right-Sized ABM with Brianna Miller
Does ABM have to be complicated and expensive? Brianna Miller doesn’t think so, and she will tell you why.
In this episode, I sit down with Brianna Miller, the Director of Demand Generation at Cohere Health, to tackle one of my favorite subjects, Account-Based Marketing (ABM). We discuss why ABM does not have to be a massive investment in time and dollars.
Brianna shares her "right-sized" approach to ABM, explaining how to use one-to-few strategies instead of just one-to-one and how to build resource hubs that keep buyers engaged. We also dive into the critical importance of sales alignment and how AI tools like Jasper and HubSpot Breeze fit into the mix.
If you are looking for practical ways to implement ABM without over-engineering it, you will want to listen to this conversation.
Key Topics Covered
- "(00:00)" Introduction
- "(05:30)" Common misconceptions about ABM
- "(08:20)" How to avoid over-engineering ABM
- "(14:22)" Defining "Right-sized ABM" and finding the right tools
- "(16:20)" The necessity of sales and marketing alignment
- "(19:00)" How to report engagement data
- "(26:00)" Viewing ABM as an orchestrator of multichannel tactics
- "(28:00)" Tracking buyer journey stages
- "(30:10)" The role of AI in ABM
- "(33:00)" Don’t forget the basics
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.
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