Episode 04: Intro to Account Based Marketing

2/25/2019
Is Account Based Marketing Right for You?​
  • 3:05 - What is account-based-marketing?
  • 5:00 - Importance of marketing-sales alignment in ABM
  • 6:45 - Moving from selling to SMBs into enterprise sales
  • 10:50 - How do you evaluate your situation to determine if ABM is the right step for your organization?
  • 19:30 - Importance of understanding and mapping our the contacts in your target accounts
  • 24:54 - Practicing ABM with ABM-light

Episode 03: Strategy vs. Tactics

2/4/2019
How to Define Your Strategy to Align with Your Ideal Customer Profile and Your Goals as a Marketer.
  • Intro​ with new breakbeat! background music
  • 2:00 - Definition of strategy and tactics
  • 5:00 - Understanding what strategy is and what tactics are for your own role
  • ​10:40 - Identifying your ideal customer and understanding how that helps to determine tactics
  • 21:20 - Communicating your goals and setting internal expectations

Episode 02: Don't Let Your Messaging be an Ice Cream Jingle

7/24/2018. Featuring special guest, Brian Lewis, EVP of Vanguard Software
The Importance of Tailoring Your Message to Your Audience, and of Staying on Top of the Buying Journey.
  • Intro​ / experimenting with your sales and marketing processes
  • 4:20 - The interplay of sales and marketing, and dealing with customers at different stages of the buying journey
  • 10:35 - Staying top of mind for customers
  • ​16:10 - Determining metrics for your processes: start at the sale and work back
  • 25:15 - The danger of hearing your own messaging so often you become numb to it

Episode 01: The First One

6/22/2018. 
How to Effectively Set Metrics for Buy-in and Performance.
  • Intro​
  • 3:00 - The concept of 1% improvement across multiple areas for large aggregate gains
  • 7:15 - Setting metrics and determining what to measure in a large org, importance of ownership and communication
  • ​19:28 - Metric setting from a consultant perspective
  • 28:15 - Sharing metrics with contributors in creative roles
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