Full-Funnel B2B Marketing Show Episode 41. ABM playbooks with Adam Goyette
Jan 22, 2021
40:26
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Hello and welcome to the new episode of the Full-funnel B2B marketing podcast brought to you buy Fullfunnel.io and Full-Funnel Academy. This is your host Andrei Zinkevich, and today we are going to chat about account-based marketing with Adam Goyette, VP of marketing at HelpScout.
ABM has lots of myths, and one of them is that ABM is a privelege of enterprise companies that can afford expensive tech stack, throw bucks into ip-targeting and hiring an army of content creators.
I recently made a survey and here are the most common questions B2B marketers have:
- Knowing how to, with a limited budget, target the exact people we want and building the right workflows which nurtures them
- Uncertainty around the effectiveness of this approach.
- Not clear how to align sales & marketing teams around a central playbook
- What should I do more than engaging with prospects content and how to implement more advanced tech solutions?
We are going to reveal the myths and share with you proven ABM plays that work. Here's what you'll learn:
- What should everyone in the B2B marketing space STOP doing regarding account-based marketing?
- How to get a buy-in of c-suites and sales to shift to ABM?
- How to align marketing and sales around central playbook? HelpScout and G2 examples.
- Key metrics to track the campaign efficiency
- How to develop ABM content strategy
- How to blend paid and organic outreach into one strategy
- The best activation playbooks
Links:
Full-funnel community:
- 76+ Growth Marketing Tactics: https://marketingreschool.com/101-growth-hack-list
- Marketing re-school: https://marketingreschool.com/
- Adam Goyette on Linkedin: https://www.linkedin.com/in/adam-goyette/
Hello and welcome to the new episode of the Full-funnel B2B marketing podcast brought to you buy Fullfunnel.io and Full-Funnel Academy. This is your host Andrei Zinkevich, and today we are going to chat about account-based marketing with Adam Goyette, VP of marketing at HelpScout.
ABM has lots of myths, and one of them is that ABM is a privelege of enterprise companies that can afford expensive tech stack, throw bucks into ip-targeting and hiring an army of content creators.
I recently made a survey and here are the most common questions B2B marketers have:
- Knowing how to, with a limited budget, target the exact people we want and building the right workflows which nurtures them
- Uncertainty around the effectiveness of this approach.
- Not clear how to align sales & marketing teams around a central playbook
- What should I do more than engaging with prospects content and how to implement more advanced tech solutions?
We are going to reveal the myths and share with you proven ABM plays that work. Here's what you'll learn:
- What should everyone in the B2B marketing space STOP doing regarding account-based marketing?
- How to get a buy-in of c-suites and sales to shift to ABM?
- How to align marketing and sales around central playbook? HelpScout and G2 examples.
- Key metrics to track the campaign efficiency
- How to develop ABM content strategy
- How to blend paid and organic outreach into one strategy
- The best activation playbooks
Links:
Full-funnel community:
- 76+ Growth Marketing Tactics: https://marketingreschool.com/101-growth-hack-list
- Marketing re-school: https://marketingreschool.com/
- Adam Goyette on Linkedin: https://www.linkedin.com/in/adam-goyette/