#49: ABM (Account-Based Marketing) Overview
The Dave Gerhardt Show
How to Sell HR Software to Your Dream Customers
Marketing plays such a big role in this, and people ask, well, isn't ABM just outbound? And it's like, well, no, because ultimately the goal is to make the brand the expert in this niche that you're selling to. It's not, hey, Dave, we share this piece of affinity. Do you want to take a demo? Yeah, it's like if you're selling HR software, how do you position yourself for your dream customers?"
Dave is joined by Brandon Redlinger (VP Marketing at Crosschq). Prior to leading marketing at Crosschq, Brandon was Head of Demand Gen at Demandbase where he managed demand generation, ABM, content marketing, field marketing and partner marketing teams, and Head of Growth at Engagio where he led all content, website, corporate communications and digital marketing.
By popular demand in the Exit Five community we wanted to do a dedicated episode on account-based marketing and cover all things ABM in this hour with Brandon, including:
- Why take an ABM approach to marketing, which type of companies this go-to-market strategy makes sense for
- Where to start with ABM
- Guidance for working with sales on selecting target accounts, who owns the account selection process, where ops fits in between sales and marketing, and what "aligning" with sales actually looks like strategically and tactically
- What elements are part of an effective ABM campaign and examples of successful ABM campaigns
- Metrics and measurement
- And more
- Send guest pitches and ideas to hello@exitfive.com
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- Exit Five on Twitter: https://twitter.com/exitfiveco
Thanks to our 2023 presenting sponsors Demandwell, Jasper, and Zapier.
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
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