487 The ABM Effect by Alisha Lyndon

May 10, 2024

Alisha Lyndon, pioneer of Account-Based Marketing, discusses strategies in 'The ABM Effect' book. Topics include personalized client approaches, removing buying process friction, and building trust-based relationships. The podcast explores the evolution of B2B marketing, harmonizing sales and marketing efforts, and transitioning to account-based metrics.

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ADVICE

Measure How Strategic Clients Buy

Run regular research to codify how large clients actually buy and where buying teams struggle.
Use rolling pulse studies to spot trends and convert tacit client knowledge into repeatable insight.

INSIGHT

Buying Has Become More Difficult

Buying is harder today because trust is declining, committees are larger, and options proliferate.
That complexity causes projects to stall, get canned, or change focus mid-process.

ADVICE

Publish Evidence-Based Thought Leadership

Treat high-quality thought leadership as evidence-based and original, not recycled content.
Publish insights that show what to do next and how other clients solved similar problems.

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The ABM Effect: How to Win, Retain, and Grow Valuable Clients for Market-Beating Growth by Alisha Lyndon

ABOUT THE BOOK:

Conventional sales and marketing strategies typically involve pitching to broad markets to establish brand recognition and stimulate demand, ultimately leading to revenue generation.

However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right.

Account-Based Marketing (ABM), pioneered by Alisha Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients.

Packed with real-life stories and insights, this book reveals how-to approaches for:

Enabling clients to make purchase decisions by meeting them on their terms and overcoming buyer caution
Removing friction from the buying processes through the alignment of selling and marketing efforts
Navigating the dynamics of buying teams, fostering genuine connections, and cultivating trust-based relationships

The ABM Effect provides a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients.

ABOUT THE AUTHOR:

Alisha Lyndon pioneered the idea of Account-Based Marketing to drive growth in strategic accounts.

She is Chief Executive at Momentum ITSMA, which she founded in 2011, advising global technology, professional, and financial services firms on growth strategies, key account development, and team alignment.

Before Momentum ITSMA, Alisha spent 10 years in growth roles at technology firms, including Microsoft.

Alisha is also the host of the Account-Based Marketing podcast, is a regular contributor to Forbes, and is a speaker on growth topics.

And, interesting fact - she is living in the 4th house she designed herself!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/abm-effect-alisha-lyndon