Confessions of a B2B Entrepreneur
The Dark Art Of ABM (Case Study) with Declan Mulkeen of Strategicabm
Jan 25, 2024
Expert in Account-Based Marketing (ABM) strategy, Declan Mulkeen, discusses the dark art of ABM, focusing on a fictional case study targeting pharmaceutical companies. Topics include customizing messages, reaching pharma companies through various channels, engaging R&D directors with online educational experiences, organizing unique industry events, and measuring the effectiveness of ABM by nurturing customer relationships.
24:54
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Quick takeaways
- Assessing company readiness is crucial for ABM success.
- Target account selection requires understanding ACV and decision-making processes.
Deep dives
Approaching ABM Readiness
To determine if a company is ABM ready, key considerations include assessing if the targeted companies justify the investment in ABM and if the business itself possesses the required internal resources and alignment for ABM implementation. It is essential to evaluate both the target audience and the company's readiness for ABM, ensuring a strategic match and sufficient internal capabilities.
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