Don't Suck at Marketing

John and Aaron discuss how account based marketing (ABM) is different from lead generation / inbound marketing. We share ways of evaluating if your business is ready for ABM, the investment required to do ABM well, and what internal resources and buy-in will be needed to succeed.

We discuss the role of strategy vs. tactics in marketing, how to effectively define your strategy to align with your goals, and how to set expectations around achieving your goals.

Brian Lewis of Vanguard Software joins to discuss how to adjust marketing to address customer needs at different phases of business growth. We also share thoughts on ensuring your messaging is customer-centric, and the importance of getting your marketing/sales processes working well before you automate them. 0:00 - 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

How to Effectively Set Metrics for Buy-in and Performance: 3:00 - The concept of 1% improvement across multiple areas and 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 - The need to share metrics more broadly, especially with people in creative roles