30. ABM: Powering the digital transformation of supply chain | SDI
Sep 16, 2021
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Debra Yorkman, VP of Marketing at SDI, discusses using ABM for supply chain digital transformation. They cover the impact of the last 18 months, contextualized news driving results, and the challenges of ABM. Advice includes focusing on targeted accounts and collaborating closely with the sales team.
ABM drives digital transformation of supply chain through tailored educational content.
Pandemic accelerates strategic supply chain management, emphasizing digital technologies for visibility and control.
Deep dives
SDI's Focus on Managing MRO Supply Chain for Multiple Industries
SDI, a digital supply chain company, specializes in managing maintenance, repair, and operating supplies for industrial manufacturing, education, and retail facilities. By providing visibility and control over MRO supply chains, SDI caters to clients with spending or visibility issues regarding spare parts, enabling them to efficiently manage production assets.
Impact of Pandemic on SDI's Digital Transformation Efforts
The pandemic expedited digital transformation timelines, pushing organizations to manage supply chains more strategically. SDI's marketing efforts shifted towards emphasizing the importance of digital technologies for supply chain visibility. Companies embraced digital solutions for end-to-end supply chain insights and collaboration, redefining SDI's approach towards educating audiences and fostering strategic partnerships.
ABM Strategy and Content Focus at SDI
SDI's ABM program leverages educational content tailored for specific market segments like industrial manufacturing, education, and retail. The focus on creating targeted content such as reports, white papers, and webinars has been instrumental in engaging audiences and driving digital supply chain transformation. SDI's emphasis on messaging clarity and self-discovery for customers reflects a strategic shift towards providing value and solutions tailored to individual market needs.
In this episode of Let's Talk ABM, Declan chats to Debra Yorkman, VP of Marketing at SDI. Debra sets and guides the overall strategic and tactical execution of SDI’s marketing and branding initiatives. Debra deploys ABM to help customers and target accounts learn the value of the digital transformation of their supply chain.
Here's what they cover:
- Why the last 18 months has been an inflection point
- How contextualized news can drive results
- What the hardest part of ABM is
- Advice on how to succeed at Account-based Marketing
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