Full-Funnel B2B Marketing Show Episode 42: Land Big Deals Faster: Hands-on ABM On a Ramen Budget with Steve Watt
Feb 1, 2021
01:05:22
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In this episode I'm talking to Steve Watt, marketing director at Seismic and the author of ABM course at CXL about:
- All the ABM myths created by enterprise vendors
- The proven ABM plays that can be executed fast and on a shoestring budget
- The 2 quick campaigns that can skyrocket your sales pipeline
- The fastest way to get a buy-in of sales and executives
- How to embed ABM into your marketing strategy without significant changes in your team and processes
- How to develop a real alignment between marketing and sales
There are lots of ABM myths created by enterprise martech vendors. Some of them are:
I'm not sure we can afford ABM as it requires a huge budget and resources. It's not affordable for SMBs.
We are not that advanced to start ABM.
We don't have enough resources to create personalized content for all buyer personas.
ABM is not scalable.
Actually, it doesn't surprise me.
99% of ABM content is produced be enterprise Martech vendors, where they share examples of ABM plays that require:
- 6-figure stack
- Big team of content creators, designers, marketers, SDRs, AEs, etc
- Long timeline to orchestrate and execute the campaign
All of this is a bulls..t, and I tried to prove it with a recent case study about the ABM campaign (https://fullfunnel.io/abm-campaign/) that generated $300k in sales with $5k and 2 people.
To push things further, I've invited Steve Watt, marketing director at Seismic and the author of ABM course at CXL. Let me know in the review if the episode was helpful.
Steve on LinkedIn: https://www.linkedin.com/in/stevewatt/
In this episode I'm talking to Steve Watt, marketing director at Seismic and the author of ABM course at CXL about:
- All the ABM myths created by enterprise vendors
- The proven ABM plays that can be executed fast and on a shoestring budget
- The 2 quick campaigns that can skyrocket your sales pipeline
- The fastest way to get a buy-in of sales and executives
- How to embed ABM into your marketing strategy without significant changes in your team and processes
- How to develop a real alignment between marketing and sales
There are lots of ABM myths created by enterprise martech vendors. Some of them are:
I'm not sure we can afford ABM as it requires a huge budget and resources. It's not affordable for SMBs.
We are not that advanced to start ABM.
We don't have enough resources to create personalized content for all buyer personas.
ABM is not scalable.
Actually, it doesn't surprise me.
99% of ABM content is produced be enterprise Martech vendors, where they share examples of ABM plays that require:
- 6-figure stack
- Big team of content creators, designers, marketers, SDRs, AEs, etc
- Long timeline to orchestrate and execute the campaign
All of this is a bulls..t, and I tried to prove it with a recent case study about the ABM campaign (https://fullfunnel.io/abm-campaign/) that generated $300k in sales with $5k and 2 people.
To push things further, I've invited Steve Watt, marketing director at Seismic and the author of ABM course at CXL. Let me know in the review if the episode was helpful.
Steve on LinkedIn: https://www.linkedin.com/in/stevewatt/