Importance of Segmenting Accounts in Account-Based Marketing

Chris was a guest on the Marketing Dribble podcast, hosted by Jonny Kenyon and Rob Boyle, to talk about Account-Based Marketing. The show starts with an enlightening prelude where he sets the scene for a comprehensive discussion, addressing the pivotal aspects of ABM such as account selection, tiering, and the tactical execution that drives technology, advertising, and outbound efforts.

Chris lays down an analogy comparing go-to-market strategies to manufacturing operational efficiencies, highlighting the waste and lack of synchronization in conventional marketing efforts. He stresses the need for a collective approach, championing a phased strategy that encapsulates creating demand, capturing intent, converting pipeline, and account expansion. Throughout the episode, the conversation swivels seamlessly into the intricacies of ABM and how businesses, irrespective of their acknowledgment, leverage some form of this strategy.