Today’s topic is how to execute Account Based Marketing. While B2B account marketing has been around for years, we discuss the modern techniques required for success. To follow along, download our 10th annual workbook, How to Make Your Number in 2017. Turn to the marketing strategy section and flip to the ABM phase on pages 214 – 217 of the PDF.
Demand generation and lead management does not work for companies with business models dependent on a small number of accounts but who spend a lot. Waiting for dream accounts to come to you will result in you missing your revenue targets. If you live and die by the big deal, growing revenues faster than your industry and your competitors requires a shift to Account Based Marketing.
Joining us from Motorola Solutions is Massimo Sangiovanni, Vice President of Americas for Marketing and Inside Sales. Motorola Solutions provides mission-critical communications products and services to public safety and commercial customers around the world. This is done by providing them with real-time information, and by arming them with intuitive, nearly indestructible handheld devices. Listen as Massimo describes how the evolution into modern account based marketing has positively impacted sales.
In the first section of the show, Massimo provides an overview of the ABM program he put in place over the last four years. In the middle section, we discuss whether ABM replaces or augments demand generation.
The show is concluded with Massimo describing how to develop and execute an account based marketing program, what would you do, in what order, and why?
If you need more help with how to execute Account Based Marketing, download our 10th annual workbook, How to Make Your Number in 2017. Turn to pages 214 – 217 of the PDF. To request a workshop with an expert simply sign up for a MySBI account and check the box in your preferences to request a workshop.