Full-Funnel B2B Marketing Show Episode 60: ABM in Scandinavia with Thorstein Nordby
Jul 21, 2021
45:28
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One of the most tech-savvy and advanced markets in Europe is Scandinavia. Scandinavian companies have a high purchasing power, yet, according to Thorstein Nordby, lots of them got stuck in the 2010 inbound marketing playbook:
— Create an ebook
— Create a landing page
— Run ads
— Send all the contacts that downloaded the ebook to sales
Companies that do marketing differently there can immediately cut through the noise. Especially, those that prioritize account-based marketing campaigns.
In Scandinavia, you have access to the publicly available data like revenue, investments, board members, etc, which simplifies account-list building.
While this market seems to be the icing on the cake, it has lots of nuances. These nuances cost lots of money to the new vendors that are entering the market and are not aware about them.
I sat down with Thorstein to discuss:
- How he lands 70k-150k customers from Scandinavia with account-based marketing programs
- How to enter the Scandinavian market without making costly mistakes
- How he changes the lead generation mindset of his clients towards revenue marketing.
RESOURCES:
Thorstein on LinkedIn: https://www.linkedin.com/in/thorsteinnordby/
Nettly: https://www.nettly.co/
One of the most tech-savvy and advanced markets in Europe is Scandinavia. Scandinavian companies have a high purchasing power, yet, according to Thorstein Nordby, lots of them got stuck in the 2010 inbound marketing playbook:
— Create an ebook
— Create a landing page
— Run ads
— Send all the contacts that downloaded the ebook to sales
Companies that do marketing differently there can immediately cut through the noise. Especially, those that prioritize account-based marketing campaigns.
In Scandinavia, you have access to the publicly available data like revenue, investments, board members, etc, which simplifies account-list building.
While this market seems to be the icing on the cake, it has lots of nuances. These nuances cost lots of money to the new vendors that are entering the market and are not aware about them.
I sat down with Thorstein to discuss:
- How he lands 70k-150k customers from Scandinavia with account-based marketing programs
- How to enter the Scandinavian market without making costly mistakes
- How he changes the lead generation mindset of his clients towards revenue marketing.
RESOURCES:
Thorstein on LinkedIn: https://www.linkedin.com/in/thorsteinnordby/
Nettly: https://www.nettly.co/