Traditional MQL-based marketing is a relic of the past.

It’s time to shift gears and embrace the new era of account-based marketing (ABM). In this episode, Jack Speyer, Director of Marketing Operations at Iron Mountain, shares how they transitioned from MQL metrics to a robust ABM program that delivers over 20x ROI.

Don’t miss out on Jack’s insights about sales and marketing alignment, the power of strong analytic tools, and the implementation of a successful ABM program.

In this episode, you’ll learn:

• What challenges arise when integrating new tools for ABM
• Why sales and marketing alignment is crucial for maximizing ABM results
• How to convince senior leadership to show support for ABM initiatives

Jump into the conversation:

(00:00) Introducing Jack Speyer

(02:22) Shifting from MQL to account-based marketing

(03:39) Early ABM implementation and tools to think about

(09:05) Achieving alignment between sales and marketing

(11:25) Ready for 20x ROI with ABM?

(17:56) Do this before you begin your ABM strategy