Episode 47 – You’re Not Using Account-Based Marketing Correctly

Account-based marketing is one of the hottest tactics being discussed today. But we still see companies who don’t understand it, don’t know how to deploy it, don’t know how to measure it, and think it’s a quick solution to a lack of sales opportunities. Instead, executing ABM correctly means you need a very clear set of target companies, an excellent database with current and accurate contact information, highly personalized and targeted content, social media messages, and a tight alignment between sales and marketing. Even with that, you should expect this to be a long-term tactic that might take 30 to 60 days before you start seeing any type of return.

What we’ll cover in the show –

• How to go about creating a list of top tier targets, second tier targets, and even a tertiary tier of target accounts
• How the ABM campaign execution is different at each level
• Why you need personal campaign content targeted to the individual contacts
• Why social media outreach is mandatory to get new contacts to be engaged with your content
• Don’t try ABM without tight alignment between sales and marketing