Unboxing ABM | Episode: 1
Unboxing ABM
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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.
Justin also shared challenges faced, such as aligning sales and marketing towards the same target accounts and getting things going quickly for quick wins.
Snapshot of the conversation:
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
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Simplifying Demand Generation
A podcast by Ankur Saigal The podcast for B2B marketers looking to make demand generation less about the roadblocks and more about the awareness leaps.RECENT EPISODES
