Unboxing ABM
Unboxing ABM
Episode: 1
In the first episode of Unboxing ABM, we speak with Justin Noll, VP Marketing at Sense about his ABM playbook. Justin talked about his unique career journey from sales to marketing, and the evolution of marketing to encompass automated tools.
We discussed the importance of ABM platforms in unifying all aspects of marketing strategy, as well as the influence of AI on marketing. Justin emphasized the need for a clear target account list and agreed-upon metrics for successful ABM, and the impact on factors like lead generation and cost of customer acquisition.
Justin outlined a 3-step ABM strategy:
Identifying the target accounts, enriching them, and deciding what ABM strategies to deploy.
Deciding the internal orchestration of engagement among AEs (account executives), SDRs (sales development reps), and marketing.
Execution where the ABM platform helps in executing the strategies, analyzing performance metrics, and continuously iterating the programme.
- 00:00 Unboxing ABM: Snippet
- 01:00 Justin’s journey in marketing
- 02:30 How marketing has evolved over time
- 04:00 Justin’s interpretation of ABM
- 08:30 How tools can help in doing more with less
- 10:00 Understanding the impact of ABM – ROI generated and KPIs impacted
- 14:30 Justin’s ABM Playbook
- 18:00 Importance of an ABM platform
- 19:30 Measurement of ABM efforts
- 20:45 Summary of the 3 step ABM Process
- 22:50 Aligning ABM philosophy across sales & marketing
- 24:00 Importance of intent for ABM success
- 24:45 Challenges in executing ABM
