In this episode, we talk to Category Leader, Peter Isaacson, CMO at Demandbase about How to Manage Influences, Analysts and More! You can read the full transcription of this episode on the Heinz Marketing Blog starting Monday, 7/2/18.
Here's just a taste of the converstation:
Matt: The easy thing to do on this conversation would be to talk about account based marketing. Demandbase is one of the leading providers of account based marketing technology to B2B companies. You guys do some amazing work in the space, but I've been particular impressed with the work you and your team have done with influencers and to create influence among third party experts in the market. So I wanted to spend a little time talking about that because I know a lot of our listeners on the sales and the marketing side, there's a lot you can do in terms of direct marketing, but every one of us we're marketing to people where there is a network of organizations, of individuals, of analysts, and others that are influencing their decision making as well. I think probably the best example of that for you guys more recently is the Forrester Wave that recently came out. Can you just kind of level set what was the wave about and how was Demandbase placed there?
Peter: Sure. So this is a real milestone I think certainly for Demandbase but also for ABM as a category and certainly want to get into kind of category creation and the role influencers play in that. But this has been a multi-year journey for us, not just overall within ABM certainly but also with Forrester to really kind of work with them, to help them understand account based marketing, why it's getting so much traction, why customers are getting engaged in it, things like that. Really for a category to really stand as a true category, you need a lot of things to happen, but one of the key milestones certainly is Gartner doing a magic quadrant and/or Forrester doing one of their waves around the category. That's what happened. They just published it about three weeks ago. ABM platforms specifically and Demandbase thankfully was established as the clear leader up into the right for the ABM platform category. So very exciting.
Listen in for much more!
Why Buyers Prefer Working with Inside Sales People - Trish Bertuzzi Podcast
The Death & Bright Future of Marketing Agencies
How to Go from Data Management to Marketing Intelligence - Raviv Turner
Sell Like A Girl - Jill Konrath Talks about Making More Sales in Less Time
The State of B2B Content: What’s Working, Failing & What’s Next
Joe Hyland's Advice: It's Never About You
The Power and Pitfalls of Commercial Insights
From Investment Banker to CRO: Lessons about Career Pivots and Managing Pipelines
Telling the Story of Terminus from Lauren Patrick the Storyteller
How to Create 24,000 Demos a Year – An Exact Roadmap
Sales Truth: Blunt, No Nonsense Advice from Mike Weinberg
4 Skills Needed to Make it in Sales Management – Maureen Ezekwugo Podcast
Can You Predict Your Next Customer? Exploring the Intersection Between AI & ABM
Balancing Brand and Demand: How to Drive Short and Long Term Marketing Objectives
Personal Touch at Scale: How to Make Your Marketing (and Sales) Irresistible
New Research/Insights from SiriusDecisions Summit 2019
Sales Operations Mistakes
How to Build Relationships That Build Your Future - John Hall Podcast
Sales Enablement In The Wild: How Blackbaud Is Improving Sales Productivity & Impact
The Rise of Revenue Operations: How an Integrated Approach can Accelerate Results
Create your
podcast in
minutes
It is Free
The Power of Storytelling
The Marketing Secrets Show
Liberty Spenders
Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold
The Influence Factor by The Influencer Marketing Factory