Podcasts about account based

In this episode, we go behind the scenes with Luisa Wegmueller, ABM Lead, to explore how Roche is transforming ABM to drive hyper-personalized customer experiences and accelerate growth in complex B2B markets.    

Darum geht es heute. Maurice steigt einmal in die Basics des Account Based Marketings ein und zeigt anhand einiger konkreter Beispiele, wieso ABM so wichtig ist und wie man es optimal einsetzen kann.

In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to influence buyer journey with account-based demand generation.Join us to learn and discuss:- How to influence 3 stages of the buyer journey- The mix of content, channels and tactics you need to influence the entire buyer journey: Fullfunnel.io examplesRESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Join our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic a live, step-by-step case study of an ABM program for a niche market that you don't normally associate with ABM: real estate.We invited our client, Amy Loesch, former CMO at CHARLESGATE, a Boston-based real estate company, helping developers and investors market and sell condos, as well market and lease apartment buildings.Join us to learn and discuss:- How to influence niche buyers from specific locations who are not active on social- How to run ABM and nurture buyers in a market with very long cycles (more than 2 years)- How to create account-specific content and leverage it in sales- How to create 'solution awareness' with buyers who are used to do things in a certain way, and don't see why they should change- How we structured the program, tests we did that worked and the lessons learnedRESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Join our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/Amy Leyh Loesch: https://www.linkedin.com/in/amyleyh/

Episode Summary In this Special episode celebrating the release of our 500th episode, OnBase welcomes Demandbase CEO Gabe Rogol to discuss the company's recent rebrand and the future of account-based GTM strategies. Gabe shares the vision behind the transformation, emphasizing Demandbase's commitment to solving modern B2B challenges through enhanced integration, transparency, and AI-driven automation. He explains how these changes aim to better align marketing and sales efforts for long-term account success. Gabe also dives into the next phase of account-based strategies, highlighting new insights, data strategies, and automation that will drive alignment and efficiency across teams, shaping Demandbase's path forward. About the guest As the Chief Executive Officer of Demandbase, I'm responsible for fulfilling the company's mission of transforming how B2B companies go-to-market. Since joining Demandbase in 2012, I've been committed to setting the product and corporate strategy for the company. Throughout my two-plus decade career, I've held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. I received my BA in Comparative Literature and Russian Language and Literature from Brown University. Connect with Gabe Rogol Key takeaways - Purposeful Rebranding: Demandbase's rebrand isn't just cosmetic—it reflects a strategic shift to address evolving B2B needs. Gabe highlights the importance of aligning brand, product, and go-to-market strategy to better meet customer challenges. - Account-based GTM as a Strategic Approach: Gabe emphasizes that account-based go-to-market strategies should be treated as a C-suite initiative rather than a marketing tactic. This shift requires cross-functional alignment, especially between marketing and sales, to maximize account lifetime value. - Enhanced Data Strategy: Successful account-based approaches rely on robust data strategies. Gabe discusses how integrating various data sets—like intent, engagement, and firmographics—is essential to provide actionable insights and ensure alignment. - The Role of AI and Automation: AI-driven automation is key to the future of account-based strategies, reducing manual tasks and delivering actionable insights on audience targeting, messaging, and engagement across platforms, creating a more efficient and effective go-to-market approach. - Focus on High-Value Accounts: Demandbase's approach prioritizes identifying and aligning resources with accounts that offer the greatest potential lifetime value, shifting focus from broad lead generation to targeted engagement with the right customers. Quotes On Rebranding: “Rebranding isn't just a new look; it's a whole-company initiative. It's about understanding where our market is going and clarifying what we want to represent in this new era for Demandbase and the account-based go-to-market category.” On Strategic Alignment: “An account-based approach should be a C-level strategic initiative—not just a marketing tactic. Aligning sales, marketing, and operations around high-value accounts is essential for long-term success.” On Data and Intent: “Intent data is powerful, but it's just one piece of the puzzle. Real success comes from layering intent with technographic, firmographic, and engagement data to create a holistic, actionable view of target accounts.” On the Future of Account-Based Marketing: “We're entering a new phase focused on automation and insights. By delivering audience, message, and action insights across platforms, we're setting the stage for a more efficient and impactful go-to-market strategy.” On AI's Role: “AI has the potential to fulfill the true promise of account-based marketing by automating complex processes and delivering the insights teams need to focus on what really matters: driving value for high-impact accounts.” ⁠Connect with Gabe Rogol⁠ | Follow us on LinkedIn | Website

Send us a textLast time on the ABM Done Right Podcast, when he was at Clari, Tyler Pleiss shared why he was taking a 1:1 ABM approach to penetrate 3 markets that were years behind when it came to RevOps. Now, Tyler is at Movable Ink and is shifting the perspective on ABM and the triangle. Listen to the podcast to see how the ABM triangle is no longer relevant.  

Struggling to get a complete view of your different GTM motions and their performance? You can report on marketing MQLs ok, but not on Outbound, Partner, Account-Based, or Customer Expansion? Crissy breaks down unifying your GTM data and shows a couple examples. Want to see what she is sharing? Check out the YouTube video here: https://youtu.be/Nlm6qL7dwQY Hear more from us:Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8wSubscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletterFollow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/

We're back with Charlie, Crissy, and Xander discussing some of the biggest questions in B2B SaaS GTM. 00:00 Intro00:27 Discussion on the newest outbound tools (e.g. Clay) 18:54 What people get wrong with ABM and how we define ABM vs. Account-Based Operations 37:49 Our new Go-To-Market Operations Framework Hear more from us:Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8wSubscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletterFollow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/

Episode Summary In this episode, Uzair Dada of Iron Horse shares how professional services firms can leverage account-based growth strategies to expand beyond their traditional one-to-one sales approach. Uzair outlines opportunities in scaling thought leadership and personalizing content for target personas. The discussion also emphasizes using AI technologies to improve targeting and segmentation while bridging the gap between marketing and sales. Aligning teams through change management and focusing on customer success and adoption are highlighted as key factors for long-term success. About the guest Uzair Dada is the Founder and CEO of Iron Horse. Over the last 24 years, Uzair has built Iron Horse from a startup to an award-winning growth marketing agency helping global B2B companies build scalable revenue-focused integrated marketing programs.  His areas of expertise include building B2B Marketing programs that focus on ABM, sales enablement, connected Martech, and intent data. Connect with Uzair Dada Key takeaways - Professional services firms can apply account-based strategies to uncover new opportunities beyond their current relationships - Intent data and account insights platforms can help surface these broader account opportunities   - Focusing content strategy on targeted personas and their intent needs through clear strategy and segmentation is important - AI-based personalization allows testing variations at scale to optimize personalization - Bringing marketing and sales alignment through change management processes is critical - Ensuring customer success and adoption after the sale is as important as acquiring new logos Quotes“I feel we over-index because of ABM on the M side. And there's a lot of stuff for account-based growth that exists on the sales side. And I think the next generation of evolution and sort of innovation really needs to happen to bring those two things together.” -Uzair Dada Recommended ResourcePodcast - Decoder by Nilay Patel, which discusses the history of AI and interviews with leaders in the field.- Empire which provides insights into South Asian history, even for those from the region. Shout-outs -⁠ Avanish Sahai⁠, an expert on partner selling and partner go-to-market. -⁠ Bruce Chesebrough⁠ for insights on sales, ABM, and operating as a sales leader and investor. -⁠ Monica Behncke⁠ for her thinking and foresight around persona journeys and driving progress across the funnel.

In this episode of Scrappy ABM, hosts Mason Crosby and Judd Borakove discuss strategies for taking an account-based approach to LinkedIn's organic platform. They outline how to leverage LinkedIn to build relationships and generate pipeline by creating targeted content, optimizing profiles, and strategically connecting with key accounts.Key Discussion Points:-Leveraging larger accounts and influencers to expose yourself to wider audiences(00:07:43)- Technology recommendations (00:10:45)- Creating Content on LinkedIn (00:15:46)- Organic Approach to Account-Based Marketing on LinkedIn, creating relevant content, and engaging with prospects (00:22:42)

In this episode of Scrappy ABM, Mason Cosby is joined by Laura Erdem, founder of Dream Data, as they delve into the world of Account-Based Marketing (ABM) strategies without breaking the bank. Discover how to creatively and effectively implement ABM programs with limited resources and accelerate relationships with your target accounts. Laura shares her unique account-based biking approach, budget tips for creating engaging videos, and the importance of delighting attendees with interactive experiences. Learn from her experiences in conducting in-person sales meetings on bike rides through Central Park and the challenges she faced. Join us for valuable insights and actionable tips that will help you revolutionize your ABM game on a budget!Key Discussion Points:- Laura Erdem discusses account-based biking (00:01:04)- The Benefits of Scrappy ABM and Event Approach (00:10:22)- Creating Impactful Content: Lessons from Dream Data (00:15:21)Accelerating Pipeline with Video Outreach (00:17:46)- Free Tools for ABM Success with Dream Data (00:22:44)

Download his Sheet: Account Tracking and Opp Tracking 3 things you'll learn in this episode: How to Deep Dive into Each Target Account, Including Researching Competitors and Differentiators How to Personalize Outreach by Adding Human-Level and Business-Level Personalization How to Build Strong Relationships with Account Executives (AEs) Join me in this episode as we unpack Austin Jouett's playbook about Account-Based Prospecting. Austin is a Senior Enterprise Sales Development Representative (NAM region) at Intentify Demand Austin's results: $2.8 million in generated revenue in less than two years. 2022 YTD attainment was 120% and YTD 2023 was 105% overall at Demandbase combined with Intentify Demand Top 30 under 30 Global SDR for 2023 Demandbase top 60 SDR / SDR Leaders to follow Built out an entire SDR/AE account alignment process that improved efficiency and collaboration. Connect with Austin on LinkedIn: https://www.linkedin.com/in/austinjouett/ Subscribe to his ⁠DnA Prospecting Newsletter ---

Through a combination of account prioritization, digital advertising and highly targeted SDR prospecting, Snowflake experiences 2X to 4X increases in SDR efficiency. Hear from Travis and Hillary as they describe a unique approach to account-based marketing they've coined “One-Team GTM.” Learn from Travis and Hillary as they share plays and strategies from their recently published book, Busting Silos.

Join Dots Oyebolu as he chats with Noah Tetzner, Head of Guest Scheduling at Content Allies about his journey from history podcast enthusiast to podcasting professional. Noah reveals the strategic facets of account-based podcasting (ABP) and its potential to forge authentic relationships as well as new business opportunities.Key Takeaways: 01:50) Transitioning from podcasting as a hobby to a career opportunity through content-based networking.(06:03) ABP's role in targeting right-fit clients without the typical sales approach.(07:40) The reciprocal nature of podcasts in opening doors for sales conversations.(09:36) Adding value to podcast guests as a key to unlocking high-profile accounts.(12:03) How podcasting can expand your sales funnel and solidify your thought leadership.(13:00) The significance of providing marketing assets post-interview to further nurture guest relations.(14:03) Real-life success stories of career advancements and speaking opportunities through podcasts.(20:21) Securing guests for ABP, including referral partners, influencers and strategic partners.Resources Mentioned:Noah Tetzner -https://www.linkedin.com/in/noah-tetzner-a95b90198/Content Allies -https://www.linkedin.com/company/contentallies/"A Guide to B2B Podcasting" by Jake Jorgovan -https://podcasts.apple.com/us/podcast/a-guide-to-b2b-podcasting/id1579704863Apollo.io Email Generation Software -https://apollo.io/RocketReach Email Sourcing Tool -https://rocketreach.co/Insightful Links:https://pamdidner.com/podcasts/guide-to-account-based-podcasting/https://www.casted.us/blog/account-based-podcastinghttps://www.marketingprofs.com/articles/2021/44728/account-based-podcasting-the-new-abmThanks for listening to the Marketing Leadership podcast, brought to you by Dots Loves Marketing. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing

At the center of each new, retention or expansion deals lies a series of struggling moments that need to be listened to, understood, catered to, reframed and solved. These are moments that most sales, marketing and customer success teams are ignoring as they focus on scaling vs. driving account-based revenue growth with the accounts that matter the most to the bottom line.On the ABM Done Right Podcast below, Doug Hutton joins Kristina Jaramillo (President of Personal ABM.) He and his team at Corporate Visions created learning experiences that give marketers, sellers, and customer success professionals what they need to win each and every customer conversation. He is now the EVP of Customer Experience at Corporate Visions and  he has the privilege of leading all post-sale teams for exceptional delivery of Corporate Visions' science-backed messaging, content, and skills. From Customer Success to Delivery, his teams orchestrate a customer experience that leads directly to revenue growth - their clients first and foremost, and as a result, their own. While Doug and Kristina put a strong focus on winning the retention and expansion sale conversations . because they find that many customer success teams are not having the right interactions nor delivering the right experiences to existing accounts, they cover the complete buyer's journey and customer lifecycle.

Ryan Burkett, Director of Marketing and Operations at BrandGen.io, and Galen Dow, Director of Business Development at BrandGen.io join the podcast to talk about ”ABR”, or an account-based RevOps strategy, which presents a significant revenue opportunity for solutions partners and agencies as the next evolution of account-based marketing (or ABM). Ryan and Galen start by contrasting ABM vs. ABR, including the importance of having it orchestrated within a CRM, and then they walk us through what ideal ABR strategy execution looks like with HubSpot—both with the functionality available natively and with their recommended apps and integrations plugged in. They then share how this can manifest in the sales process, including the value propositions to use, the right discovery questions to ask, the blockers you can remove, which opportunities to seek out first, and the ABM tools you should integrate in first.

Join us for an engaging discussion with Steffen Hedebrandt, the founder of Dreamdata, as he shares insights on discovering and shaping your account-based timeline.

Du bist im B2B-Vertrieb tätig und suchst nach einer Strategie, die deinen ROI maximiert? Dann solltest du dir unsere neueste Podcast-Folge zum Thema Account Based Selling (ABS) nicht entgehen lassen. ABS kann die Art und Weise, wie Unternehmen ihre Vertriebsressourcen nutzen, verändern.   Statt sich auf eine breite Masse an Leads zu konzentrieren, fokussiert ABS auf High-Value-Accounts. Das Ergebnis? Höhere Conversion Rates, effizientere Ressourcennutzung und stärkere Kundenbeziehungen.   In der Folge beleuchten wir, warum ABS besonders im B2B-Bereich helfen kann. Wir gehen auf die Vorteile ein und zeigen, wie du ABS in deinem Unternehmen implementieren kannst. Mit Beispielen und konkreten Tipps ist diese Episode hilfreich für jeden Vertriebsprofi. Aber was genau ist Account Based Selling? Es handelt sich um eine Vertriebsstrategie, die den Fokus von einer breiten Lead-Generierung auf eine engere, zielgerichtete Ansprache von potenziellen Schlüsselkunden legt. Durch diese Fokussierung können Vertriebsteams ihre Ressourcen effizienter nutzen, was zu einer höheren Rentabilität führt.   Die Vorteile von ABS sind vielfältig. Einer der Hauptvorteile ist die Möglichkeit, den Verkaufszyklus zu verkürzen. Durch die gezielte Ansprache und die enge Abstimmung zwischen Vertrieb und Marketing können Deals schneller abgeschlossen werden. Darüber hinaus ermöglicht ABS eine tiefere Kundenbindung, da die Kommunikation und Interaktionen speziell auf die individuellen Bedürfnisse und Ziele der Zielaccounts abgestimmt sind.   Unsere Podcast-Folge bietet eine knackige Einführung in die Welt des Account Based Selling. Wir sprechen über die besten Praktiken, teilen Erfolgsgeschichten und geben Tipps für die Implementierung dieser Strategie in deinem Unternehmen. Egal, ob du ein Vertriebsneuling oder ein erfahrener Profi bist, diese Folge bietet wertvolle Einblicke, die dir helfen können, deine Vertriebsziele zu erreichen.   Mach dich bereit, deinen Vertrieb auf das nächste Level zu heben. Hör dir jetzt die Podcast-Folge zu Account Based Selling an und entdecke, wie du deinen Vertriebserfolg steigern kannst.  

Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus by Bev Burgess and Tim Shercliff About the Book: Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success, and your executives around your most important customers. Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them. Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter and a comprehensive checklist to help you improve your company's approach to its most important customers. Each framework element is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow, and Telstra. About the Author: Bev Burgess is passionate about the critical role marketing can play in accelerating business growth.  Her specialism is the marketing and selling of business services, built through a combination of postgraduate study and the privilege of working with 40 of the world's most influential firms, primarily in the technology and professional services sectors.  Bev's background includes senior marketing roles at British Gas, Epson, and Fujitsu, and she was a Senior Vice President at ITSMA, where she led the global ABM Practice and ITSMA's European operations for many years. Bev first codified ABM as a marketing strategy while managing director of ITSMA Europe in 2003. Today Bev is a Founder and Managing Principal at Inflexion Group, delivering thought leadership, consulting, and training to companies around the world that are designing, developing, and implementing account-based growth programs.  Bev holds an MBA in strategic marketing and a BSc Honours degree in business and ergonomics. She is a Fellow of the Chartered Institute of Marketing and has served as an international trustee.  Her first book, Marketing Technology as a Service, was published by Wiley in 2010, exploring proven techniques to create value through services based on an infrastructure of technology.  Her most recent, A Practitioner's Guide to Account-Based Marketing (with Dave Munn, Kogan Page 2021, 2017) explains how to use ABM to accelerate growth in strategic accounts. Both editions of that book were featured on The Marketing Book Podcast episodes 117 and 373 with Dave Munn. Executive Engagement Strategies, published by Kogan Page in 2020, explains how to have conversations that deepen executive relationships and build sustainable growth with key clients.  And, interesting fact – she was a competitive ballroom dancer! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/account-based-growth-bev-burgess

Regarding B2B demand generation trends, ABX promises to change how marketers approach account-based marketing. ABM has been a proven demand generation strategy for a long time.  However, marketers must take it one step ahead and adopt an Account-based Experience. They can gather, store, and analyze customer data and draw valuable insights about high-value accounts. Further, they can leverage those insights to create a personalized end-to-end marketing strategy specific to those accounts. This paves the path for ABX – Account-based Experience.

Dots Oyebolu, Client Strategist & Marketing Director at Content Allies, joins the show to discuss the demand generation benefits of account-based podcasting. Drawing from his marketing experience with 200+ global businesses, Dots shares techniques for B2B podcasting, including: * Analyzing and utilizing podcast metrics. * Ongoing optimization of topics and structure. * Increasing SEO rankings and measuring ROI.Listen to learn why more B2B marketers are embracing podcasting and Dot's best tips for turning your business podcast into a revenue engine.Time Stamps:* (01:20) Dot's notable SEO/marketing influences * (4:00) What is account-based podcasting?* (7:30) Increasing SEO rankings for your podcast* (18:40) What podcast metrics to focus onContact UsWe'd love to hear from you! Reach out to us at PageOne@DemandJump.com.SponsorThis podcast is brought to you by DemandJump. Tired of wasting time creating content that doesn't rank? With DemandJump you know the exact content to create to increase 1st-page rankings and drive outcomes. Get started for free today at DemandJump.com.LinksFollow Dots on LinkedInFollow Ryan on LinkedInFollow Drew on LinkedInLearn more about DemandJump's marketing toolsCheck out Ryan's book, Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content That Actually Works

As GTM teams are building pipelines with ABM but are struggling with accounts going dark (especially after sales engagement), Spencer Wixom (former SVP of Sales and Marketing and Chief Customer Officer at Challenger and current CEO at The Brooks Group) joined us on the ABM Done Right Podcast to discuss:1. The fundamentals that's needed for account-based selling that most organizations (both traditional and SaaS firms) are missing.2. What is absent in most sales teams' communications and in their behavioral profile that is limiting success in account-based selling with tier 1 enterprises that are stuck in status quo.3. How most sales enablement does not support sales teams and account-based selling -- and the account-based enablement that's needed to win the selling conversation and the internal buyer conversations that GTM teams are not part of. 4. Why buyer groups disappear -- and do not move forward in their buying journey5. How leadership, sales, marketing and customer success teams can drive greater alignment with key future and existing strategic customer accounts. 

Today's guest is someone that we has found great success in sales and building businesses. Jamie Shanks is a world-leading Social Selling expert and author who has pioneered this space. He's trained thousands of professionals throughout his career and today he's going to provide some of that expertise to us.   Here's some of what you'll learn from this episode: What is SPEAR Selling and how do you take advantage of this in your business? 7:56 How the Social Selling book lays the groundwork for everything else.  12:36 How should you work storytelling into your sales process? 15:33 The differences he sees working with small businesses versus Fortune 500 companies. 38:55 Why past customers are the key to opening more doors. 24:41 What it would be like for a financial professional working with Jamie.  28:39   About our guest: https://salesforlife.com/author/jamie-shanks/   Get Jamie's Social Selling book: https://www.amazon.com/Social-Selling-Mastery-Scaling-Marketing/dp/B06XWGKDF3/?_encoding=UTF8&pd_rd_w=wZimL&content-id=amzn1.sym.ed85217c-14c9-4aa0-b248-e47393e2ce12&pf_rd_p=ed85217c-14c9-4aa0-b248-e47393e2ce12&pf_rd_r=144-9313027-4640316&pd_rd_wg=ZWX8r&pd_rd_r=bc2538d3-b667-45e2-8e6a-cc3d0c1f3467&ref_=aufs_ap_sc_dsk   Get Jamie's SPEAR Selling book: https://www.amazon.com/SPEAR-Selling-ultimate-Account-Based-professional-ebook/dp/B07MFG178W   CONTACT US: https://advisordevelopmentshow.com/  

For this week's guest Jon Russo, if one word defines success in 2023, it's efficiency. He joins shenanigan-filled host Katie Martell (her words, not ours) to unpack how to make your account-based strategies more effective. They discuss getting your team singing off the same ICP hymn sheet in order to scale, what you're getting wrong about measurement (and how to get it right), translating marketing-speak for sales and the c-suite, and why change isn't a one-on-one conversation. You can find out more about finessing your account-based strategies at Jon's session at Ignite USA – the leading state-side event on all things B2B. Over two days, you'll hear from inspirational peers and pioneers, moving you forward to new frontiers. Book your discounted three for two tickets with the code 3for2. Hurry, your offer ends on 24th March, so secure your spot today: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_68:_how_to_make_your_account-based_strategies_more_effective_with_jon_russo

It has been a remarkable year for the Reach podcast—with incredible guests sharing stories of achievement, research, and marketing insights. Join our year-end review to reflect on how marketers can apply takeaways to their B2B and ABM practices. Reach had 24 amazing guests this year, including the 57th submitter of Mount Everest Bob Cormack, the driver of Jamaica's Olympic bobsleigh team Dudley Tal Stokes, athlete and artist Gregory Burns, indie rocker Kishi Bashi, and entrepreneur Chris Do. Hear from each of these incredible guests and learn how to unlock the power of account-based thinking with Hiromi, Jaycen, and Garret. Listen now and join the conversation!

Heading into 2023, B2B SaaS CFOs are doubling down on using performance metrics to guide the 2023 operating budget. A key question is what metrics they use to help evaluate the Marketing budget, and what metrics they wish they had from Marketing to help inform budget allocation and investment decisions.Chris Golec, the founder, and CEO of intent data and account-based program platform leader Demandbase has recently launched his new company, Channel99 which is purpose-built to help bridge the gap between Marketing performance metrics that Marketing is currently capturing and those performance metrics that Finance leaders would like to see that help inform their budget allocation and investment analysis.We started the conversation with Chris on the evolution of B2B Marketing over the last ten years. In the early 2010s, Marketing Automation platforms enabled broader and more frequent outreach to their target buyers, and then Account-Based programs started to evolve in the 2015 - 2020 timeframe to increase the "quality of Marketing outreach. Chris predicts that moving into 2023 and beyond, B2B Marketing organizations will be held to more "performance-centric" measurements that focus on the ultimate outcomes of pipeline and revenue ($) that the CFO uses to evaluate return on investment for all Marketing program investments.We dove into the megatrends that Chris mentioned early in the podcast, and the impact of Marketing Automation, Intent Data, and Account-Based Marketing programs. Chris highlighted, though self-admittedly from a biased perspective that these investments did increase the Return on Marketing investment, but most companies do not have the infrastructure to measure the impact of Marketing investments down to the last mile of pipeline and revenue ($).When asked if Marketing is using metrics to inform decisions, Chris highlighted that the majority of Marketing performance measurements (metrics) are primarily department focused, and not linked to the ultimate outcomes that CFO and CEO are most interested in - Pipeline and Revenue generated. One quick action to change this reality is for the CEO and CFO to require Marketing leaders to measure the ultimate outcomes in dollars...not activity, engagement, and leads.Chris shared his premise that one reason that Marketing does not provide more granular "finance performance metrics" to the CFO is the lack of easy-to-use infrastructure that can measure dollars invested in high-priority target accounts that fit the Ideal Customer Profile (ICP) through to revenue generated.Another key requirement to capturing and generating good Marketing ROI performance metrics is to start with understanding discretionary program spending on things like paid and organic search and understanding not only the engagement levels, but the engagement levels with accounts in their target market (ICP) and then pulling the thread all the way through to revenue.If you are a "performance" centric B2B Marketer or a Finance leader trying to better understand the return on Marketing investment, the conversation with Chris Golec is highly informative and thought-provoking!!!

Mark W. Schaefer is a globally-recognized keynote speaker, marketing strategy consultant, college educator, and author. His entrepreneurial spirit has moved him to accept opportunities in uncharted territories, with varying success. In this episode, Mark contrasts two ventures—one motivated by the sale of a product, and the other based on fostering community. His story shows us why focus matters and why consistency is more important than genius.

Justin Gray, Chief Commercial Officer at Shift Paradigm, discusses why ABM is not just good B2B marketing. If the pandemic showed us anything, it's that clients will leave your company for a better one when there's a misalignment between their goals and a company's perceptions of those goals. Ideally, it's critical to understand who your customer is and their goals, to provide a highly personalized and customized service to them. Today, Justin talks about the difference between account-based experience and ABM. Show NotesConnect With: Justin Gray: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Justin Gray, Chief Commercial Officer at Shift Paradigm, discusses why ABM is not just good B2B marketing. If the pandemic showed us anything, it's that clients will leave your company for a better one when there's a misalignment between their goals and a company's perceptions of those goals. Ideally, it's critical to understand who your customer is and their goals, to provide a highly personalized and customized service to them. Today, Justin talks about the difference between account-based experience and ABM. Show NotesConnect With: Justin Gray: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Listen to our second session further unpacking the State of Account-Based Marketing in APAC Report — the first in-depth study focusing on ABM in the APAC region. Get your copy here to find out how APAC's top B2B growth teams approach Account-Based Marketing. You will learn: What are the top APAC countries ABM is being rolled outWhat are the top industries being targeted with ABMHow is ABM being deployed in APAC and what is the most popular styleWhat can APAC marketers learn from EMEA and North America ​We are joined by special guests Leanne Chescoe from Demandbase and Ljubica Radoicic from Autodesk to dive into ABM learnings from other geographies APAC marketers can use – what works, what doesn't and what needs to be tweaked to succeed in APAC. ​​Our panel will discusses the results from the report, the best practices for rolling out ABM in APAC, how to optimise, and how to deal with the biggest pain points in the region. _________________ For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/ Join the Slack channel: https://growthcolony.org/slack Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Pat Oldenburg, Vice President of Demand Generation at Motive, joins Rachael McBrearty to discuss how to set up the foundation for an account-based framework, what metrics you should measure, and why marketers need to work closely with sales to succeed.

The days of “spray and pray” selling are over. So how can sellers maintain a consistently full pipeline of prospects and leads? Through targeted and account-based selling. In today's episode of The Sales Evangelist, Donald is joined by the VP of Sales Management at Crunchbase, Ang McManamon, to discuss how she uses account-based selling in her own work. Why go into account-based selling? A year ago, Ang's team talked to their best clients and saw an appetite for account-based selling. Prospects would use Crunchbase for funding and capital management news, and people liked the database options for prospecting. There are so many sales tools today, yet finding high-quality accounts and decision-makers is still tricky. Before, there were no strategic ways of looking at accounts and contacts. Now, you can be intentional with your actions. Setting up Crunchbases's account-based selling: First, figure out the target audience. Companies say they do it, but they frequently don't get precise enough to best impact the audience. Narrow down organizations by size, but look for people based on many factors. Ang targeted 50 accounts per person on her 35-person team. Then, they researched the messaging, cadence, and outreach that would best apply to those targets. Look at the potential buyer intent. What web pages have they visited on your website? Luckily, Crunchbase has great name recognition. However, prospects often don't know the specific things they can do with the platform. It takes diligence as a leader to hold sellers accountable. While the account list is a priority, it's not necessarily a restriction. If the seller isn't getting anywhere with a target account, they should be able to move on and find new targets. For outbound selling, sellers use Crunchbase to view recommended accounts or new contacts within those accounts. Then, they create an automatic email from Outreach and set up a cadence. Sellers use strategic intent tools to inform them of their best outreach method, and they use Salesforce to track data and activity. Potential problems (and solutions) with ABM: Initially, Ang's team wasn't using Crunchbase and wasn't ‘surrounding' the sale, interacting with 1-2 people rather than 4-5 who could impact the sale. Incentivizing the sale for larger-scale prospects can help get your foot in the door. Finds reps with a higher sense of ownership when using account-based selling because sellers feel more in control over the process. When working with strategic accounts, win rates increase roughly 48%, but the cycle is slightly longer. It sounds like a great trade-off to us. Ang's major piece of advice? Account-based is here to stay, and it's a better and more strategic way to sell your products. It takes time to nail down, but it's worth it. Visit Crunchbase.com or email sales@crunchbase.com to see what the Crunchbase platform offers. This episode is brought to you in part by LinkedIn Sales Navigator. The Great Resignation has become the Great Reshuffle, meaning it can be difficult for sales professionals like you to find leads and close deals. Luckily, Sales Navigator from LinkedIn is here for you! Sales Navigator from LinkedIn is the only tool that uses real-time alerts and up-to-date insights to help you know when prospects are ready to buy. And, with over 30 advanced filters, sales professionals can quickly find genuine leads with the intent to purchase. Gain the advantage of accurate, quality lead generation data from LinkedIn Sales Navigator. You can get a 60-day free trial of Sales Navigator at www.LinkedIn.com/TSE.  This episode is brought to you in part by Skipio. Are you sick of crickets? As a salesperson, the pain of reaching out with phone calls or emails and not receiving a response is real. But all text messaging is not created equal. 85% of people prefer text over email and phone calls because they want to engage in a conversation, not listen to bots. Be more like people and start having conversations that end in the conversions you want. Try Skipio at www.Skipio.com. This episode is brought to you in part by Closers.io. Closers.io helps sales reps land their dream remote sales gig, where they can set their own hours, work from anywhere, and make six or even multi-6 figures per year. That sure sounds good to us! Committed to helping sales reps make a shift, Closers.io will place you in an available sales role that will increase your commissions and help you live the life you want. Apply for free now at go.closers.io/TSE. This episode is brought to you in part by Scratchpad. Are you tired of a digital workspace cluttered with notes, folders, files, and half-filled spreadsheets? (Not that we're speaking from personal experience.) Luckily, we've found the solution. Scratchpad is the first Revenue Team Workspace specifically designed to adapt to each salesperson's workflow, so you don't have to change your habits. Scratchpad creates a streamlined workflow that allows everyone to be a little more productive each day without the hassle of updating a database with whatever info you can find. Get Scratchpad free at Scratchpad.com.  As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We'd love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

Over the past two years, the business landscape has dramatically shifted. The days of taking a ‘spray and pray' approach are long gone and have been replaced with much more targeted sales tactics to attract an eager and ready-to-buy B2B audience.  There are a host of unique account-based selling techniques that leading organizations are using to bring in millions of dollars in new sales. From how to identify the best target accounts, to pinpointing the buyer personas to engage, to the highly personalized strategies to use to book more meetings – we cover it all (and more) in this episode of the Modern Selling Podcast. And, my guest is one of THE industry leaders in helping companies redefine how they prospect to keep their pipelines full and their calendars booked. In this episode, I welcome Jaakko Paalanen, the Chief Sales Officer of Leadfeeder. Under his guidance, Jaakko has grown his global team across 9 different countries and propelled the company from $0 - $2M ARR within 2 years. The sales insights he shares in this conversation are equivalent to an elite MBA in sales! Be sure to download the episode, grab a pen and paper, and get ready to learn some of the industry's best kept sales and prospecting secrets. What is Account-Based Selling? Many people have often heard of Account-Based Marketing (ABM) as a function of driving new leads to sales teams. However, Account-Based Selling (ABS) goes beyond just the marketing arm and focuses on who to target. Rather than looking for individual seller profiles, ABS relies on identifying those target accounts or companies that are most interested in your offering.  At Vengreso, we leverage Leadfeeder to get insights on what companies are visiting our website. From there, we narrow down the list to zero in on specific companies that fit our audience parameters. That way we know exactly where to focus our attention, so we can dig deeper into the buyer personas within those companies to prospect on.  I wanted to get Jaakko's take on ABS and the importance he saw in using this as one of your prospecting strategies. Listen into the full conversation to hear how Jaakko recommends sales teams implement a robust account-based sales approach. Is Account-Based Selling For Every Sales Organization? Like with other prospecting strategies, when it comes to sales – it is not a one-size-fits-all model. The same thing is true for account-based sales. I was curious to hear Jaakko's perspective on what it takes to do account-based sales effectively and what organizations he thought were best suited for this sales strategy. He shares an interesting set of criteria: B2B companies that sell to large-sized companies. Account-based selling works well when you're looking for corporate customers. If you're selling to individuals or small businesses, more traditional prospecting methods will likely be more effective. Longer sales cycles. How long does it take to close a deal? If it's longer than three months, then account-based selling could be the best approach to shorten the sales cycle and help sales teams close the right deals – faster. Complex buyer profiles. Is there one or many stakeholders that influence the buying decision? If there is only one, then account-based selling won't be the best avenue to pursue. However, if there are multiple buyer personas within a single organization to navigate, then account-based selling is the way to go. Join the episode now to hear his fourth criteria or “rule” and what you should do first to get your winning account-based sales strategy off the ground. What Are the Best Practices for Account-Based Selling? When it comes to kicking off an account-based sales strategy, it's important to consider the best practices to put your sales organization on a path toward success. I ask Jaakko what best practices he recommends based on his extensive experience with Leadfeeder. He outlines four specific steps: Get internal alignment. For an account-based sales model to work, you need to have buy-in at all levels, from the executive team down to the individual SDRs. Create an ideal customer profile. This will be essential to know what customers you want to attract, what requirements accounts need to meet to pursue, and what specific pain points you can address for your ideal customer. Establish a personalization strategy. Knowing what accounts or companies to target is only part of the sales equation. Sales teams must also personalize their outreach messages to truly speak to the individual buyer persona within the account. Track metrics and reiterate. As with anything in sales, the truth is in the numbers. Monitoring the success of your account-based sales process will be key in knowing what's working, what's not, and how to elevate your approach to be even more effective. Jump in the episode now to hear how Jaakko implements these steps with his team to close more deals using their highly unique account-based sales strategy. What's the importance of personalization with account-based selling? I always say that in order for sales reps to be ‘interesting' to a prospect, they must first be ‘interested.' Because the difference between an account-based sales process that gets minimal results and one that helps your sales team consistently hit their quota comes down to the level of personalization done. At Vengreso, our PVC prospecting model is centered around the need to customize our sales messages to fit the person we are reaching out to. There are a number of automated tools that can quickly scale your prospecting efforts, but it is through personalization that will get you more booked sales calls. Here, we leverage a host of sales enablement tools such as Leadfeeder, LinkedIn Sales Navigator, Seamless.ai, and HubSpot – but our secret sauce is in how we tailor our prospecting to our prospects. I go into this in more detail as well as our 18-step prospecting process in this episode. Make sure you listen in today to also get the inside scoop on the one prospecting strategy we use to close millions in NEW sales revenue like clockwork. (It's not at all what you think… be sure to listen to the end to get this sales gem!)

An Ecosystem Technology Leader Joins Ultimate Guide to Partnering® My mission is to help technology organization leaders achieve their greatest results working with technology giants and their ecosystems. We are witnessing a rapid evolution of the channel, partnering, and the importance of Ecosystems. My next guest on Ultimate Guide to Partnering is an entrepreneur and podcast host at the center of this discussion. Adam Michalski joins to tell us why account-based networking matters to successful partner ecosystems. Adam Michalski is the CEO and Co-Founder of Partnered and the host of the Partnered Podcast. I was delighted to welcome this forward-leaning entrepreneur and partner thought leader as we share an immense mutual passion for the role of partnering in driving increased business results. Our mutual good friend Jay McBain has coined this the "Decade of the Ecosystem". In this episode, Adam and I discuss Partnered and its unique mission, his amazing podcast, and banter on the topic of Ecosystems and Partnerships shaping this transformational decade. What You'll Learn Partner Sourced vs. Partner Influenced Revenue.What is Account-Based Networking (ABN)?How Partnered applies ABN to measure and drive successful partnerships.What he is seeing during this Decade of the Ecosystem.The role of data and attribution in shifting the C-suite mindset toward partnering.What he sees in the best partners. Why Listen? We are seeing a rapid and sustained transformation, technology is transforming every company and industry, and we will never go back. Adam Michalski is a rising leader in the "Go to Ecosystems" movement and his perspective and teachings are gaining momentum; we will continue to see significant shifts in how we partner, develop, market, procure and deploy technology today. We are in the early innings of a very exciting and exhilarating game! WARNING – This episode is exclusively for leaders who care about partner ecosystems, the evolution of selling and the systems driving this next phase of economic growth, and how this "Decade of the Ecosystem" looks to take shape. You will hear Adam's view on how technology and data are shifting the attribution discussion and how organizations and leaders from the CEO down need to think and move differently during this rapidly changing digital economy. If you are a Channel Leader, make sure your CEO, CFO, CRO, and CMO listen to this episode! It was great to feature Adam. I hope you learn from this discussion as much as I learned from this rising industry thought leader on Ultimate Guide to Partnering®. Quote From This Episode What's interesting is when you start putting real data behind most partner programs, it's step one as most of these programs just aren't being tracked properly. We work with some organizations where we see 50, 60, and 70% of their attribution being missed, which means that there's no chance that you're able to actually accurately drive. It's like driving your car with, you know, one wheel and then blaming the car. But it's actually because you didn't install three of those wheels. I think (data and attribution) it's such a crucial part. Frankly, if the CFO or the CRO was looking at that data when you're only getting very limited inputs, the logical conclusion is always going to be, hey, this isn't working, let me take the budget and put it towards the areas where I know that if I put $1 in, I get x dollars out of sales, marketing. So the attribution component of this is one that I think is really important. There's a lot of low hanging fruit that most organizations have just right off the bat, just deploying, like some standard processes now of actually being able to just track this, but a lot of the methodologies and the ways of actually really making sure that you're best in class at tracking this are where we work with a lot of our clients. And I think once again, bringing this full circle is what's fantastic is once you sta...

Account Based Practice Lead, Shari Johnston, discusses account-based strategies and account-based marketing. When is your organization ready for an account-based strategy, and how do you prepare your organization for that shift? We also look at the different motions within ABS and how to identify the most suitable for your organization. Show NotesConnect With: Shari Johnston: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

 This episode features an interview with Randy Frisch, Co-Founder and Chief Evangelist for Content Experience at Uberflip, a content experience platform & software that enables marketers to create digital experiences with content for every stage of the buyer journey. Randy has led the content experience movement, prompting marketers to think beyond content creation and focus on the overall destination, The Content Experience. In this episode, Randy shares his insights into why demand gen marketers are leading content curation, how personalization is being used to drive business and gain customer trust, and the power of marketing content to reflect what people care about.---“What we need to be thinking more about in marketing is what do people actually care about? That's the content we should create. That's the content you should package.” - Randy Frisch, Co-Founder and Chief Evangelist for Content Experience, Uberflip---Episode Timestamps:*(03:12) - Randy's Role at Uberflip*(03:19) - Segment: Trust Tree*(11:31) - Personalization and putting the right content in front of people *(16:39) - Uberflips overall marketing strategy*(20:39) - Organizing and updating assets for maximum value*(25:26) - Gathering data and gaining customer trust *(29:56) - Why demand gen marketers are content curators*(31:48) - Segment: The Playbook*(40:23) - Segment: Quick Hits---SponsorDemand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Randy on LinkedInConnect with Ian on LinkedInLearn more about Uberflipwww.caspianstudios.com

Account Based Practice Lead, Shari Johnston, discusses account-based strategies and account-based marketing. When is your organization ready for an account-based strategy, and how do you prepare your organization for that shift? We also look at the different motions within ABS and how to identify the most suitable for your organization. Show NotesConnect With: Shari Johnston: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Join host Adam Michalski as he interviews Drew Mohoric, Strategic Partnerships at Harver.Adam and Drew discuss the unique aspects of the HR partnership landscape, Drew's path into partnerships, and much more. Topics Covered:How Drew got started in partnershipsWhat the HR partnership landscape is likeBest practices when working with HR partnershipsWhat Drew has learned from his career in partnerships thus farWhere Drew sees the future of HR partnerships headingPartner with Harver:HarverPartner with HarverPartnership Jobs:Join Partnership Leaders as an Account ExecutiveCareers at CodaCareers at CheckrCareers at MedalliaJoin Radar as a Technology Partner Manager!Sponsors:Partnership LeadersPartneredSubscribe at www.partneredpodcast.com.Interested in joining the podcast? Reach out to hello@partnered.com.

Join host Adam Michalski as he interviews Andy Whyte, Author of MEDDICC - The Ultimate Guide to Staying One Step Ahead in the Complex Sale. Adam and Andy discuss MEDDIC and MEDPICC, which are sales methodologies  used by elite sales companies like Sprinklr, AppDynamics, and Snowflake to generate billion-dollar revenues streams. We also dive into how Andy thinks about partnerships and selling with your ecosystem.Topics Covered:What is MEDDICC and why does it matterHow you can apply MEDDICC to your companyWhat is MEDDPICC and how do partners fit into MEDDICCWhat you can do today to start leveraging these proven methodologies in your sales cyclesWhere Andy sees the future of sales headingGet in touch with Andy:Andy WhyteMEDDICC.comMEDDICC - The Ultimate Guide to Staying One Step Ahead in the Complex SalePartnership Jobs:Careers at CodaCareers at CheckrCareers at MedalliaJoin Radar as a Technology Partner Manager!Sponsors:Partnership LeadersPartneredSubscribe at www.partneredpodcast.com.Interested in joining the podcast? Reach out to hello@partnered.com.

Join host Adam Michalski as he interviews Thibaut Souyris, CEO and Founder of SalesLabs. Adam and Thibaut discuss best practices for partnering with influencers - what works, what doesn't, and how to effectively partner with influencers. We also cover sales and prospecting best practices using social selling. Topics Covered:How Thibaut started and became an influencer in the sales spaceHow to think about working with influences - what works and what doesn'tWhat you need to be mindful of when asking to partner with an influencerWhat are the best social selling strategies that Thibaut is deploying todayWhere Thibaut sees the future of prospecting headingPartner with SalesLabs:SalesLabsReach out to ThibautPartnership Jobs:Careers at CodaCareers at CheckrCareers at MedalliaJoin Radar as a Technology Partner Manager!Sponsors:Partnership LeadersPartneredSubscribe at www.partneredpodcast.com.Interested in joining the podcast? Reach out to hello@partnered.com.

Join host Adam Michalski as he interviews Nick Valluri, Head of Partnerships at Coda.Adam and Nick discuss ecosystem best practices Nick has learned from his time at Box, Google, Zapier, and now at Coda. Topics Covered:What Nick has learned from his time at Box, Google, Zapier, and CodaHow Nick thinks about the transition from API to SDKWhat are the major differences between reseller partnerships and ecosystem partnershipsWhy Nick chose to build out the partner program at CodaWhere Nick sees the future of partnerships headingPartner with Coda:CodaPartner with CodaPartnership Jobs:Careers at CodaCareers at CheckrCareers at MedalliaJoin Radar as a Technology Partner Manager!Sponsors:Partnership LeadersPartneredSubscribe at www.partneredpodcast.com.Interested in joining the podcast? Reach out to hello@partnered.com.

Nick Bennett is the Director of Account-Based & Community at Alyce. He is a personal branding enthusiast who is paving the path for others. Nick started his journey on LinkedIn over one year ago, and now, he has over 20,000 followers. He released a podcast called, Rep Your Brand that helps you understand how to open doors you never thought were possible. Today, we will discuss the benefits of growing your brand on LinkedIn. -- Intro to Nick Bennett The Power of LinkedIn Harnessing Community on LinkedIn Landing Your Next Role from Connections Tips for Messaging Connections How to Create Content Storytelling & Setting Up Your Profile -- Create a website with Bandzoogle.com! Share your music, merch, videos, and bio with anyone with one link. Try it free for 30 days with an exclusive promo code “thesetup” to get 15% off the first year of any subscription. (That is less than $11/month.) -- If you enjoy the podcast, would you please consider leaving a 5 star review on Apple Podcasts/iTunes? It takes less than 30 seconds, and it really makes a difference in helping to convince hard-to-get guests. I also love reading the reviews! -- For show notes and past guests, please visit thesetupseries.com Want to meet our guests? Join our community (“Set Up Set List") at thesetupseries.com/community --- Send in a voice message: https://anchor.fm/thesetupseries/message Support this podcast: https://anchor.fm/thesetupseries/support

If you've followed me long enough, you know that I tend to talk about two things - Content Marketing and Sales/Marketing Alignment.The best part for me, is that I am a bit of a Marketing Technology geek, which allows me to tie all of those things together.From Creative, to Sales, to Marketing - No matter which business team you're on - your end goal is to figure out who to sell to, how to engage with them, how to get them to buy, and if you're smart, how to get them to buy again.To do that today, you need to give careful consideration of your Sales and Marketing Technology. And today's guest is an entrepreneur behind several of the leading technologies.My guest today is a marketing entrepreneur and thought leader. He is currently the Chief Marketing and Product Officer at Demandbase, the leading account-based marketing platform.Previously, he was the CEO and founder of Engagio (which was acquired by Demandbase) and he was a co-founder at Marketo, a leader in marketing automation which was acquired by Adobe.He is a frequent speaker at conferences including Dreamforce, MarketingProfs B2B, and the Marketing Nation Summit.He has written the “Complete and Clear Guide to Account Based Marketing” and the “Definitive Guide to Marketing Automation.”Therefore it is my absolute honor to welcome to the podcast Jon Miller!Conversation points: Jon, I have studied, short listed, purchased, and used so many of the platforms that you've been a part of creating… that I almost don't even know where to start.  So can you give us a quick journey through some of the companies that you've helped develop? What's your backstory? Is this a path that you set out on (to develop software) or did this path evolve? Jon, I noticed that you are not shy about interviews, podcasts, and creating video content. And I think that is working very well for you. What would you say to other executives about creating content? As mentioned, currently, you're the CMO and Product Officer at DemandBase.Any way you Google it or research it, you will find a list that says DemandBase is at the top of the list as a top ABM platform. You may also see Engagio on that list, which is now also a part of DemandBase. Can you tell us how that marriage of technologies between Engagio and DemandBase happened and what the synergies are? I recently heard you describe Account Based Marketing as “fishing with spears rather than fishing with nets”. I love that visualization.A company that I founded, Content Monsta, is based on helping companies fish with nets through inbound content, but recently (especially with the growth of our podcast services,) we see more opportunities to help clients create more targeted outbound content towards the accounts that they want to work with.  What are some of the other creative ways that you have seen companies step into ABM? Where does content fit into an Account Based strategy? As a content producer, how do we help clients decide how wide or narrow their content should be when targeting a specific audience? By the way, I love the DemandBase TV section of your website. I am going to absolutely use that as an example for my customers as to how content can be leveraged. I love it. - How did that initiative come about and how is it working so far? Even considering your position Jon, you would be hard pressed to find anyone who loves to evangelize Sales and Marketing alignment than me. And as a company steps into Account Based Marketing, the need for this alignment typically becomes more apparent. What are your thoughts on Sales and Marketing alignment as it concerns ABM? Is this where the Account Based Experience concept comes in? Please give some insight on how we've evolved to Account Based Experience?  Jon, Let me ask you a question about something that I think is a part of the wedge between Sales and Marketing.Marketers, in my opinion, are not realizing the shifts in where a company's revenue is coming from. We are often so focused on (and measured by) the top of the funnel, that we miss the opportunity to market to existing customers. And as a result, these organizations have the notion that these existing customers belong more to Sales than to Marketing. How can we resolve some of these outdated thoughts on what marketing owns and should be measured by? Jon, I'd like to ask you one “Get it Off Your Chest” Question: If there was one thing that you wish Marketers or Sales would grow to understand that would help them today, what would it be? Before we go Jon, please share anything else that you have coming up - that the audience needs to know or where can we find you online?Thanks to the listeners. If you're listening to the podcast and want to also “see” Jon and I,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.This podcast is produced by Content Monsta - A leading producer of B2B Content.

Account-based podcasting is not a full blown ABM strategy. And if you're looking to use your podcast as a way to create leads, you're doing it all wrong.In this episode of Recorded Content, Justin Brown chats with Declan Mulkeen, the CMO of strategicabm. Declan's company helps companies win, grow and retain their most valuable accounts through true account-based marketing strategies. Declan also hosts the Let's Talk ABM podcast and uncovers how other marketers are using ABM to generate revenue.During the conversation, Justin and Declan talk about why ABM is a marathon and not a sprint. The two discuss the different layers involved with an effective ABM strategy and uncover how a podcast can fit into a company's plan.According to Declan, podcasting consists of three main parts — the guest, the topics, and the audience. Unfortunately, Declan explains, podcast hosts focus on guests and topics...and neglect the audience. And when you forget about the audience's needs/wants, your company's podcast is on track for failure.Declan and Justin also discuss the importance of repurposing content. According to Declan, not everyone will sign up to listen to an entire podcast episode. People either don't have time or interest to watch or listen to hour-long content. So, if you want to attract as many listeners or views as possible, you need to adjust your content to a format they like to consume.

The closing session at the B2B Marketing Exchange was really fantastic. It was all about ABM — specifically how Oracle brought their ABM strategy to life.  During the session Jungah Lee, Senior Digital Marketing Manager, Oracle Cloud for Finance, and Lynn Barnhart, Senior Director, Demand Generation for Human Capital Management Cloud Solutions at Oracle, talked about how they successfully deployed their ABM strategy through two very different campaigns. The campaigns focused on two different audience groups with two different sets of goals and objectives, two different orchestrations, and two very different timelines.  Even though these campaigns were vastly different, the ABM framework they used allowed them to achieve success in each campaign. So, on this episode of the #FlipMyFunnel podcast, I'm sharing our biggest takeaways from this session on how to implement a great ABM strategy. --------- Join me for weekly special LinkedInLive sessions where I interview your favorite guests like Pat Lencioni, Seth Godin, Whitney Johnson, and Kim Scott — LIVE. Here's the one-click invite: https://evt.mx/mSGV4Ka8

Ready for an account-based strategy treat? This week Steve Watt continues as a guest host on this takeover episode. He interviewed Kelvin Gee, Sr. Director of Modern Marketing Business Transformation. With a title like that, you know this interview is going to be packed with insights into revolutionary account-based strategy and tactics. Kelvin talks about accentuating your strengths, and hiding your weaknesses with your account-based strategy. (And, we even got him to share some of his tech stack secrets with us!) -------- Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.