How to use Account-Based Marketing to drive enterprise sales | Bev Burgess

This episode is a discussion about how to use account-based marketing to drive enterprise sales. So if you’re looking to increase the size of your B2B deals, then you’ll really like this episode.
SHOW NOTES
00:00:45 Bev Burgess’ introduction to the Growth Manifesto Podcast
00:01:59 How do you define Account-Based Marketing or ABM?
00:04:22 Where did the concept for ABM come from?
00:06:12 Bev expounds on how ABM aims to close the gap between sales and marketing and how everything is about client insight
00:08:11 What’s the difference between “Account-Based Marketing” and “Account-Based Engagement”
00:09:25 Who is Account-Based Marketing for?
00:11:33 What should companies take note of first before they start considering ABM?
00:15:01 Bev explains the different kinds of ABM
00:17:54 Where is the best place to begin to give yourself the best possible chance of a successful pilot ABM campaign?
00:20:39 Bev discusses the steps you need to take and how research always comes first when it comes to ABM
00:25:05 Is it better to start with an account you already have engagement with compared to starting cold in terms of ABM?
00:25:59 What would be the best way to start the ABM process with a cold account and how do you know you’ve picked the right company?
00:28:12 How do you conduct the research needed to have a higher chance of success in ABM?
00:36:53 What does the strategy and execution of ABM look like?
00:40:33 Bev talks about having a “surround sound” strategy when it comes to ABM where you cover both social advertising and social connection
00:46:17 Using personalisation, adaptive, and creative messaging to boost your ABM campaign
00:48:07 Bev discusses the best possible channels to do your research for your ABM campaign
00:52:16 How would you go about getting people to opt-in to your campaign so that you can start sending them something?
00:54:00 What are some of the coolest ABM campaigns you’ve seen?
00:57:02 Bev and Alex talk about how ABM is completely customer-centric
00:58:35 Where do you see Account-Based Marketing going in the future?
01:01:20 Bev talks about her book “Executive Engagement Strategies: How to Have Conversations and Develop Relationships that Build B2B Business“
01:03:23 How long should somebody test ABM for their organisation and start to expect a return on the campaign?
01:06:03 Quickfire Questions with Bev
01:08:17 What is one thing you’d like our listeners to do?
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LINKS
Bev Burgess on LinkedIn / bevburgess
ITSMA www.itsma.com/
A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts www.amazon.com.au/Practitione...
Executive Engagement Strategies: How to Have Conversations and Develop Relationships that Build B2B Business www.amazon.com.au/Executive-E...
The Mind Of The Strategist: The Art of Japanese Business www.amazon.com/Mind-Strategis...
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[@onenicekid18]

This was awesome

[@synthesysresearch]

Amazing Podcast

[@trevordeane1052]

Love this. Thanks

[@GrowthManifestoPodcast]

Glad you enjoyed it!

[@unbundlebyorrowox]

I love the interviewer... He really drilled down to get all the vital information.

[@amirbouziga]

Very interesting thanks, I'm not surr about the answer of the last question about where do listeners should go at 1:08 if you could clarify that for me please thanks.

[@GrowthManifestoPodcast]

Hi Amir, thanks for the feedback, glad you enjoyed it! Bev references ITSMA www.itsma.com/ (see reference links in the description). If you're interested in more B2B marketing content, check out our B2B Marketing Insider podcast at www.b2binsider.com.au. Happy listening!

[@unbundlebyorrowox]

Please what's the name of the tool