In this episode of The HealthTech Marketing Show, I (Adam Turinas) discuss The Account-Based Marketing (ABM) Journey with guests Kelly McDermott, CMO at Caregility, and Erik Johnson, VP of Marketing at Harmony Healthcare IT. We dive deep into the ABM journey, from initial implementation to mature strategies.
Erik shares insights from the early stages of launching ABM programs, emphasizing the necessity of aligning marketing and sales teams.
Kelly provides a seasoned perspective, illustrating how ABM evolves and matures after several years, including insights into attribution, strategic planning, and using ABM data to influence executive decision-making.
Key takeaways include the need for:
Alignment between marketing and sales
Willingness to experiment with different tactics
Comprehensive tracking of account engagement
Flexible approach to understanding buyer behaviors
Key Topics Covered:
The State of ABM in HealthTech Marketing [00:01:36]
Why Companies Resist ABM [00:06:06]
Deciding to Implement ABM [00:09:32]
Early-Stage ABM Implementation [00:14:07]
Advanced ABM Insights (Year 3+) [00:22:28]
Attribution and Measurement in ABM [00:27:57]
Advice to Past Selves About ABM [00:34:50]
Check out our detailed blog post about the ABM timeline for the first 5 years.
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