ABM Basics with Dan Sanchez - Part 1

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ABM Basics with Dan Sanchez - Part 1

Yeah. Hey everybody Logan with sweet fishhere first of all, whether you are a regular subscriber of GDP growth or newto the show. Thank you so much for hitting play on this episode. A littlebit about what to expect. Over the next several weeks, we're going to bereplaying some of our best episodes from a deep dive we did earlier thisyear, all about a B. M. Or account based marketing. If you are new to be,to be or you're trying to get your A. B. M. Efforts off the ground or reallygain some traction in what you've started to do with a B. M. Within yourorganization. You are going to love these episodes. So over the nextseveral weeks, expect to see two episodes a week here in your B two Bgrowth feed and they will all be focused around A B. M. From our accountbased marketing. Deep dive. All right, let's get into the episode. Yeah. Mhm. Welcome back to baby growth. I'm danSanchez with Sweet fish Media and today...

...it's just me again. And I'm going to betalking about some of the lessons I've learned after this last week of talkingto multiple practitioners thought leaders, even some clubhouse meetings.I was in recently with James Carberry. I've learned so much about accountbased marketing in another week. It's like when you start reading andpounding the material and talking to all these people you tend to learn onrapid fire. So I keep unlocking new lessons. In fact, this week I wanted tocircle back around to engagement. Actually found a couple of differentlevels you can do engagement on that's different from the one. Too many.Wonder if you want a one because that's a way of looking at it. But there'sactually a whole another way of looking at it. And I've talked about pieces ofthis with a bunch of different episodes over this last week, but I wanted tocircle back around it and give some highlights of some of the things I'velearned and kind of package it up in a way that I think would make the mostsense for you. So again, if you're joining me, if this is the firstepisode you've listened to the month of...

...february. I've been on a month longsearch for figuring out a B. M. Account based marketing as a methodology for B.Two B. Marketers, I'm still new to the B. Two B marketing game. I am a BDCmarketer. I've done a lot of higher ed B. Two C. Companies, even localcompanies, coffee shops, dentist, nonprofit. I've done some B two B. Workin the past, but not as much as I'm doing now, especially with all theinterviews I'm doing with B. Two B marketers and marketing, Sweet fishMedia myself. There's a lot to learn and with a B. M. There's certainly moregoodness to go around. So let's jump into the three different levels ofengagement. You can look at the account based marketing. Again, this isn't onetoo many. wonder if you want to one campaigns. This is looking at itdifferently and it's looking at it with, at the stakeholders in the accountsthat you're targeting. I just talked to Dimitri over at in flew to about how totarget different people differently into account, and that's what I wantedto break down in this episode, because...

I've had a couple of different insightssince then. So just so, you know, like, the first level would just be targetingthe one stakeholder that, you know, is the ideal buyer for an account, thatone person, you know, is the main person doing all the work to to securewhatever it is you're selling, there's that person, but we know there's morethan one person that usually when you're selling b two b, there's a wholeteam of people that you need to convince to buy your solution andthat's what what we're gonna do a little bit deeper into, is I think youcan break it down into a few different levels and scale into it, rather thanmaking it too complex to start. So, I'd say the first level is just findingthat ideal buyer and targeting them and still laying out a whole funnel forthem. So, what are you going to do with your messaging at the beginning of thefunnel, while you're gonna build, messaging around awareness, justgetting them aware of the main problem you address and who you are, right andaround your content, you're going to deliver content. Uh the beginning ofthe stage of the funnel that just...

...piques their interest. It's categoriesand topics that they're interested in. It may or may not have to do with whatyou sell directly, but it's in the realm of what your target audience,what that target buyer is interested in. If you sell legal services to marketingagency Cios, and you're publishing about marketing agency stuff, but it'snot necessarily about legal services yet. Right? So, and then testimonials,like you want to probably publish some testimonials even at the beginning ofthe funnel that covers some really interesting insights from people thatare like them, right? But then all that changes when you come and step down thefunnel into this engagement stage where they know about you, they're aware ofyou now. So your messaging is gonna switch to be more benefit related, thethings that you sell in, the benefits that can happen. Of course, this issomewhat of an over generalization. You can mix and match these in differentplaces. There's kind of an overview to kind of give you an idea of what I meanby changing your marketing per different parts of the funnel, right?So your messaging might be more benefit...

...driven. Your content is probably goingto be answering more specific questions related to what you sell though, notnecessarily talking about the product, but it's definitely in the category ofwhat you sell now your content marketing is, and your testimonials aregoing to be from your customers that are now exploring and telling your yourideal buyer how much they've loved in the results they've seen working withyou, right? And that all changes again when they're in the very bottom stageof your funnel into the awareness when they're talking to sales, you're goingto be doing messaging, that's more feature comparison, right? You're goingto have content that is more education on how your product works and you'regoing to have testimonials. They go a little bit deeper about why people likeworking with your company, not just the results they've seen, but what they'veenjoyed about working with your custody might be about your customer service,it might be about different things, they didn't expect that were amazing,it might be handling some, like bottom of the funnel types of objections thatcome out, but you can see how you can...

...customize the different types ofmarketing and the content, the messaging and the testimonials you'reputting in front of people based on what stage of the funnel there in. Nowtake that in mind that this is the first stage, right? Building this allout takes a long time to even for your ideal buyer, you have this one personin mind for this one major product category that you're trying to sell toin your A. B. M. Campaign and it is a lot of work, just building it out forthe one buyer for every major stage from awareness to engagement to thelast bottom of the funnel consideration stage as they're talking to sales. Itis a lot, just a lot of work to just to get that done, which is kind of wherewe're focused on in Swedish media, I'm still putting together this main a BMfunnel, but I'm also keeping my eyes on the prize, I think there's other levelswe can be doing uh internally and so I'm creating this content now for youbecause I'm learning it and I'm also kind of like you're marking it formyself as I get into developing this for sweet fish media. So here's thesecond level, So we have that, we have...

...the full funnel developed for idealbuyer, but we can also build a second round where we start to customize thefunnel for different industries. Yes, it's still for the ideal buyers, butwe're often selling to more than one industry and if we have a couple of keyindustries we have, we might have a generic funnel, we start off with, butwe can actually segment into a couple of different industries to customize itfurther. Maybe we sell the three different industries and sweet fishmedia, we cover like a number of different industries that we tend tofocus more on B two B tech companies, specifically BtB SAs tech companies,there are still even industries within that small little category that I couldsplinter it off to. I could have a whole fintech version, I could have awhole manufacturing arm, I could have a whole marketing services, are moremarked tech vendors, right? And still customize it further yet for the idealbuyer and that is a way to get more personalized across the board. So nowI'm coming up not with just general at...

...the top of the funnel, right awarenesspiece awareness messaging coming up with content, that's Peking curiosityor is about them more than it is about us and coming up with testimonials thatare just like really intriguing case studies from their peers, they're allcustomized. So the awareness is around being aware that you even serve theirindustry content. That's interesting to their particular nuanced industry,right? And testimonials that are from customers you already have in theirindustry. So that is the second level of engagement. So it's taking the firstfunnel you developed and multiplying it times however many industries youreally want to focus on. And then the third level takes it a step further bynot just identifying the ideal buyer, but all the different buyers within theaccount because you have your ideal buyer, but there's probably theyprobably have a boss that's going to be looking over their shoulder andchecking up to see what they're they're buying and maybe has to approve somebudget at a higher level. There's probably a direct report or many directreports that have to use the thing that...

...your buyer is buying right, That youhave to convince. And there's probably some, potentially some otherdepartments within the organization that get to weigh in on this decisionbecause it might be a big enough purchase that other departments areinvolved more than just one single department. There are some peers thatyour ideal buyer has, that might be naysayers, that might be people to askvery different questions, have a very different view of the world of what'sgood. And so you take all the funnels you developed for all those industriesand then you create more funnel still that are customized for the differentbuyers within the account because we know what we're dealing with accounts,that's why we even use the word just account and not buyer because there'smultiple people within the accounts that you have to market to and to selland the more content you can come up with and the more sophistication andcustomization you can bring to every single piece, the more it's going toresonate, the more it's going to get them to take the baby step down thefunnel towards buying your solution. So let's take an example if we're lookingat instead of just your buyer, but...

...maybe the Ceo of your buyer, if you'reselling to the Suite C suite, you want to be able to make something for theirboss, right because the Ceo is going to look differently at the awareness stagethan the CTO is maybe that you're trying to sell to the boss of the CTOhas a different world view. They have a different paradigm of what success andwhat they care about what keeps them awake at night than the CTO does, right?So you want to have a different awareness kind of campaign in yourmessaging, you want to have different content that piques their curiosity.That's just geared for the CEO. You want to have case studies from CEOSCios in that industry, right? That you are specifically targeting. You can seehow this becomes a lot of different content to make messaging to set up andtestimonials to go find. But wouldn't it make sense that a if you're a Ceo ofa company and maybe in the health industry like a hospital, right? Thatif you see if they build awareness for that particular that narrow of a nicheof a profile and they're selling the C.

T. O. S. But they're still creatingawareness for the Ceo who is going to be looking over that CTO shoulder tosee what that might have some be evaluating what the CTO is buying ifit's a big purchase that customizing the messaging and creating contentthat's specifically created for that Ceo in mind and then coming up withtestimonials from other Ceos in a similar industry that's going to drawthem in. And so while it's very difficult to come up with that muchcontent, all those testimonials, all that messaging and all the differentpieces of content that you need in order to walk every single buyer downthe funnel within the account, it still works. And we're going we're alreadycreating content. Were already collecting testimonials. So really wejust need to create a system of creating it and then cataloging it sothat our sales represent our marketing teams have access to all the differentpieces. You know, you can label them all as such so that you can kind ofcreate this like grid of sorts of...

...different content and so you can plugit into the right places. So that goes to the right people at the right time.So that's what I've been thinking about. It's kind of like stretched to my mindas I thought about all the different possibilities of all this differentmessaging and content testimonials and where it can be fitting across allthese different pieces of the puzzle. It's definitely pushing me to thinkdifferently about how I'm even structuring my own content marketingand how different pieces of it can fit into different parts of the funnel fordifferent people at different times. So it's very exciting to think about. Itcertainly creates a long road map for me of stuff that we still need to do,which is a never ending list, which that's really a good things. That'sthat's job security, right marketers, that means we get to stay around for along time because we have a lot of work to do in the short term though. Juststart with the one funnel for your ideal buyer and account based marketingsystem and it's already going to be so much more efficient and effective thanjust targeting the masses or even a large segment of what our potentialbuyers. If you can just target your key accounts and those ideal buyer's first,it's going to make a difference because...

...you're getting in with the right personand walking in through in a systematic manner. If you just start with that,you're going to win, but you'll win more and more, the more you cancustomize it for the industry and then for the buyers, the different buyersand stakeholders within the account. Hopefully this has been kind of a helpas helpful of a revelation to you as it is. For me again, I'm still new toaccount based marketing, but this seems like a big piece that I hadn'tconsidered before and that's the main lesson that I'm taking away from thisweek. I have one more week of content. I have actually have two books more toread that I'm looking at my desk right now very excited to review those. Ihave a couple of one more thought leader to talk to in a couple morepractitioners before I wrap up this series on account based marketing andjust a little over a week from now, thank you so much for listening. Ifthis has been helpful to you, please give us a five star rating on whateverpodcast app you're listening to, you don't even have to write a review. Justgo and tap that five stars. It makes a huge difference for our show and makesit easy for other people like yourself...

...to find us. So thank you so much forlistening and go tap that five star and sweet fish. We're on a mission tocreate the most helpful content on the internet for every job function andindustry on the planet for the B two B marketing industry. This show is howwe're executing on that mission. If you know a marketing leader, that would bean awesome guest for this podcast. Shoot me a text message. Don't call mebecause I don't answer unknown numbers, but text me at 4074 and I know 33 to 8.Just shoot me their name may be a link to their linkedin profile and I'd loveto check them out to see if we can get them on the show. Thanks a lot. Yeah.

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