Today’s show demonstrates how to replace leads with opportunities for the sales team through 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 and turn to pages 214 – 217 of the PDF.
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. Watch as Massimo describes how the evolution into modern account based marketing has positively impacted sales.
Having implemented ABM at Motorola the past four years, Massimo is uniquely qualified to speak on this topic. Before the hype, the marketing team at Motorola tackled account-based marketing. Watch to gain a glimpse into the future by hearing an ABM veteran describe the effort and results of a four year ABM program.
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.
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 page 214 of the PDF and review the Account Based Marketing section of the Marketing Strategy.