Ep #121: How ABM Builds Authentic Relationships with Buyers w/ Randi Barshack

In this episode of The Marketer’s Journey, I interview Randi Barshack, CMO of RollWorks, a division of NextRoll, an account-based marketing platform for B2B marketing and sales, and one of Uberflip’s partners. Randi runs a team that is all about meeting the buyers where they are, prioritizing authenticity, and understanding what you need to continue progressing along your own career trajectory. 

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Key takeaways from this episode:

• Optimize for personal happiness. When it comes to choosing your next gig as a marketing professional, it’s important to take a strategic approach that considers the role from a variety of diverse perspectives. For Randi, prioritizing her own personal happiness is a must when making career moves, because it can be next to impossible to predict what the market will do next or how the financial situation will look in a few years’ time.
• Believe in your product. For any marketer, it’s an essential part of the role to have a solid understanding of the product you’re selling, and truly believe in its value. To really get on board with the product you’ll be marketing, Randi recommends taking the time to understand it inside and out so you can ignite your own passion and ultimately influence others to do the same.
• Meet the buyer where they are. When it comes to relating to your buyer, their needs and their unique perspective on your product, Randi believes it’s important to learn how to meet the buyer where they are so they can visualize exactly where it will fit into their lives and add value. By taking this approach, marketers will have a better chance at forming an authentic relationship with the buyer and therefore, influencing their decisions. 

Learn more about RollWorks here: https://www.rollworks.com/ 

Learn more about Randi here: https://www.linkedin.com/in/randi-barshack-431a72/