#70 - Behavioural science in ABM with David van Schaick, CMO at The Marketing Practice and Doug Hutton, SVP, Products at Corporate Visions
FINITE: B2B Marketing Podcast for Tech, Software & SaaS
How to Find Before and After Type Contrasts
Marketing is typically quite fantastic at developing those after case studies where they paint the picture of what that fantastic future was for a particular client. But often it's, and I challenge any marketer listening to the podcast today, just check your website and read your customer case studies and you'll probably notice that there's often fairly generic before in those results. So get to the specific by spending more time, perhaps in marketing typically word really diving into previous successes and speaking as we always should do with the salespeople and understanding what's working on the front line. And frankly, keep marketing involved in ABM, not just when acquiring a new customer, but then expanding that customer relationship as well.
