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Dan Sanchez discusses: Every Book on ABM Compared (I Read Them All)
Episode · 2 months ago
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Episode · 2 months ago
Every Book on ABM Compared (I Read Them All)
ABOUT THIS EPISODE
Dan Sanchez discusses: Every Book on ABM Compared (I Read Them All)
Mhm. 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 beto 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. Welcome back to another episode of BTBGrowth. I'm dan Sanchez with sweet fish media and today is the second to lastepisode of this series I'm doing on account based marketing. If you arejust tuning in towards the very end of the series, you have to know I've beendoing a full month series in the month of february 2021. On the topic ofaccount based marketing. I was new to account based marketing because I waskind of new to be to be in general. I'm from the BBC world, even doing thingslike nonprofit marketing, higher red and a bunch of different various B tosee different industries. Um a little bit of B two B. But I'm still typicallykind of the new guy to be to be and honestly I love it. I've B two B isfantastic. You can easily stand out by just applying some branding from B to C.And then you have all this amazing information. You have a whole extralayer on top of demographics and psycho graphics by adding firma graphics, eventechno graphics. There's just so much more information out there. You canknow exactly who you're selling to. You can literally just like right down thecompany's you'd like to work with and then go find the exact buyer on them.And because of that, I've always been excited about B two B. I'm like, oh mygosh, there's just so much information, it's so exciting. And so I wanted to dothis deep dive on account based marketing and here I am, I'm on thesecond to last day reviewing the subject and today it's just me. Andactually while I've done a few resource reviews throughout this series, today,I'm excited to announce that I have actually finished reading every singlebook I could find on this topic which turned out to be about 11 books on thetopic of account based marketing. And I kind of wanted to do a quick review ofall of them. My and I can't give a full full on analysis or my favorite pointsor even quotes from like every single book is this episode will be way toolong. But I promise I will publish that is a blog post probably coming towardsthe end of even just the week I'm publishing this. So this will be onSweet Fish Media. Just look up a B. M. Books on Sweet Fish Media dot com tofind that um that blog post where I do a full breakdown side by sidecomparison with all my best takeaways from each book. But in this podcastepisode, I wanted to kind of give an overview, a quick overview of each bookand who I think therefore I am not afraid to say which book is my favorite.But in this particular instance, like for example, actually read every bookon Thought leadership last year and I wasn't afraid to give away my threefavorite of the 20 so books and and call out other books that were totallyworthless when it came to the A. B. M. Books though, of these 11 books,there's not a clear winner, There's actually great points in most of themand they definitely did a great job and like most authors did a fantastic jobof picking like a clear audience because I felt like each one has aparticular segment of people they're they're aiming for or provide someparticular framework or information that's valuable in and of itself thatwasn't covered in other books. So because of that, it's really hard tojust pick one as a winner. I certainly have my favorites. I'm a little biasedthough as just one person you have to...
...realize sometimes when you're coveringevery book on the topic, your few, the first few you read are always the mostspecial to you because you learned the most through the first few and towardsthe end when you're listening to the last ones, you're like oh I've alreadycovered this information before. Only only a small fraction the book was newwhile this first one was really good because so much of it was new. Wellit's because that was the first book so you have to take it with a grain ofsalt when one person like myself is reviewing all the books that a personlike myself is always going to have a bias towards the first books read thatbeing said, let's list out the books that I've read and then I'll go backonto each one and say my general thoughts on the book and who I thinkthe book is for. So let's dive into the list. The first one is B two B is a B Mby Sandra Vieri. Hopefully I pronounced your name right SAn Graham, that's ahard one. I also did another one by SAn Graham called account based marketingfor Dummies. That was the second book. The third book is practitioners guideto account based marketing by Bev burgess And then the 4th is accountbased marketing by Chris Golic, Peter Isaacson Jessica few Ellis. The fifthbook is buyer based marketing by Matthew Cross ca. The 6th book is noforms, no spam, no cold calls by Latin. Any content. The seventh book is thebook on account based marketing by bus um hamdi The eighth book is Unleashedpossible by a Samantha Stone. The ninth book is content based networking byJames Carberry. The 10th book is how to get a meeting with anyone by stew HenkeHenschke somewhere in that realm. Sorry stew and 11 is the ultimate salesmachine by chat homes. Now not all of these books are like 100% account-basedmarketing. I did my best to try to define some parameters around the booksI was I was reading I also found that some like unleashed possible, covered alot of topics and account-based marketing was just one but it coveredso well in the chapter that she gave to it that it was like worth bringing intothe list and some are kind of like almost subcategories of account basedmarketing but we're still worth bringing into the list. So let's kindof cover them one by one. The first book I read on this topic was B two Bis A B. M. Just because it was probably the most popular recommendation and itstill is if you ask for a B. M. Book recommendations. Most people are goingto recommend this book. This probably is the top selling book on a B. M. BySAn Graham. And I'd say Santorum is definitely one of the top thoughtleaders in the space as the ceo of terminus and he has, he's beenpioneering the whole category for for about 56 years now and has written twobooks on the topic. I really like me to be his A B. M. Because of the teamframework that became a super helpful framework and because I think heinvented it, nobody else really touches it as much or at least spells it outhis team. But that honestly it's such a simple framework and summarizes accountbased marketing so well that it became like the way I even defined andorganized a lot of the episodes that I did over this last month. I would saylike I said in the episode where I just did a full review on this book, you cango back into the episode archive to find the full review on this book. Itis a little long, like it could have been half, about half as long. It'sstill covered the same amount of content. But if anybody wants to getstarted the subject, this is a great one. Uh same for account basedmarketing for Dummies by san Graham as well. They think the difference is, iskind of like what kind of books do you like to read if you like out like verydetailed outlines, then the dummies book is gonna be great because that'skind of what dummies books do is they outlined the heck out of a subject andorganize it really well versus B two, B S A B M is probably going to give moreof your stories and have more case studies for you to look at that aremore in depth and kind of give uh be more of like a traditional businessbook that way. So both are good for the same reasons, but they just haveinformation just organized differently. So that would be my, my takeaways onthose books. The practitioners guide to account based marketing. I justfinished reading this one yesterday by bev burgess. This one was painful toread because it was just, it was just...
...dry, I don't know what it was about theway it was written and bev if you're listening to this, I'm sorry, I don't Ijust struggled to read this book. It felt like reading and like 19 eightiesbusiness textbook. I don't know why it felt like that. It's not like the it'snot like the writing was bad. The writing was clear and well written andarticulated. It's just harder to read. It was just a little bit more dense andat first I thought this book was just going to be a complete throw away, buttowards the second half of the book, it actually started to make sense. Likewhy they named this book the practitioners guide because this of allthe books in the stack. This one certainly is one of the more advancedones. And if you're an A B. M practitioner, this book is for you.Like if you are an A B. M. Person, like you have a B. M. In your job title oryou know, a B M takes a significant part of your job. You have to read thisbook because it actually does break it down very well. Um it's very thorough.What I love about it is it's um, this book is actually produced. I'm pullingup the book right now, let's see by an organization called I T S M. A. I haveno idea what that acronym stands for. But apparently this is the organizationthat actually coined the term account based marketing and you can tell thatthis book is thorough and weighty because it provides a lot of first handresearch they've done with their own, I don't know with their own crowd ormembers. So it's got a lot of hard facts and data about the topic. It alsohas a huge amount of very thorough case studies which can be a little much toread in the case study format. But if you're a practitioner, it's always hardto find like first hand data and case studies that are this good. So ifyou're a practitioner, this book is golden, You really should read it. It'sdense, it's not the most like flavorful read. It's more of a state dinner thanit is. Like a hot fudge sundae. Okay, so well done. Bev on putting together avery thorough guide for practitioners who are actually in the space full timeof A B. M. That's what this book is good for. The next one is account basedmarketing by chris, Golic, Peter, Isaacson and Jessica fuel s. This bookis like the book written by these are the demand base guys which demand baseis probably like the most enterprise level tech stack for A B. M.Practitioners, very expensive but very thorough and well put together. Theseguys have been doing a B. M for quite a while now and I would say this book isreally good for people who want to explore what A B. M. Could look like.Rolling, especially rolling it out in their organization. If you are a verybig company, like if you're a Fortune 500 this is definitely the book for you.If you're looking at a B. M, like you really shouldn't be looking at otherbooks. This is this is the book, it almost gives less a BM tactics. So it'sfull of A B. M tactics and actually shows you how to implement a B. M. Froma change management perspective. This book does a fantastic job of showingyou how to roll this out, how to assess the organization. If it's ready people,you need to get involved, all the departments to consider all theresearch you need to do ahead of time, how to do a very controlled test foryour organization and then it does, it doesn't like cram like its technologydown your throat. It's very good at just leaving it to the subject matteritself. Um, it does talk about technology towards the end of the book,but in, in not doing away that even pitches demand base as hard as theycould have. So a very great book for that. Hey, everybody Logan with sweetfish here. If you've been listening to the show for a while, you know, wherebig proponents of putting out original organic content on linked in. But onething that's always been a struggle for a team like ours is to easily track thereach of that linked in content. That's why I was really excited when I heardabout shield the other day from a connection on you guessed it linked insince our team started using shield. I've loved how it's led us easily trackand analyze the performance of Arlington content without having tomanually log it ourselves. It automatically creates reports andgenerate some dashboards that are incredibly useful to see things likewhat contents been performing the best...
...and what days of the week are wegetting the most engagement and aren't average views per post, I highlysuggest you guys check out this tool. If you're putting out content onlinkedin and if you're not, you should be. It's been a game changer for us. Ifyou go to shield app dot Ai and check out the 10 day free trial, you can evenuse our promo code B two B growth to get a 25% discount again, that's shieldapp dot AI. And that promo code is B the number two. The growth. All oneword. All right, let's get back to the show. The fifth book is buyer basedmarketing by Matthew Kranjska. I just finished reading this book. This isprobably one of the last books I had to read before. I could record thisepisode and I got this is one of those books that started really well. Andthen the farther I went through it, the more I realized this book actually inmy opinion, didn't actually cover account based marketing, even thoughthe full title is buyer based marketing widening the net of account basedmarketing. To me, it was like started off like he was gonna tee up how toframe up your accounts and then he didn't ever talk about accounts hardlyever again. He actually went through and just started rolling out what Iwould consider to be a very well done inbound marketing campaign. But as youknow, inbound marketing is not a B M can they fit side by side. Absolutely.Should you run them side by side. Yes, I would definitely still do leadgeneration and inbound and demand gen and all that stuff in addition toaccount based marketing, you don't have to, but I would, you're still gonnahave people coming inbound that you're not even aware of even no matter howsophisticated your tech stack is identifying intent and all that kind ofstuff that being said, there were a few nuggets in this book, but I don't haveenough time to get into like the few nuggets. I've just kind of giving youan overview that this is probably one of the last books I would recommend ifyou wanted to learn about account based marketing because it doesn't actuallytalk about account based marketing that much. Number six is no forms, no spam,no cold calls by latin economy. Fantastic book. It kind of gives like adifferent angle from like a cmos perspective what A B. M. Looks like andwho to get involved and what it takes to put a B. M in place. It even goes upas far as connecting it to the organizational strategy all the waydown to the individual players that need to get involved. Kind of like thedemand base book. This one's written by Latin me is a CMO of six cents. So itkind of has that similar flavor but just kind of has a different approachand I can't say this one's better for enterprise over the demand base book,it's just, it's just different in how it organized the information. If I hadto make a hard choice of one over the other for an enterprise level B two Bmarketing situation, I'll probably gonna recommend account based marketingby chris Golic or the demand base book. I thought it was a little bit morethorough and well put together and I think would be more useful for anenterprise level organization. Number seven is the book on account-basedmarketing by besame Hamdi. This is one I did a full episode on the shortestbook by far of the whole stack, the easiest to read. But honestly, I thinkpaints the best picture of account-based marketing without evengetting into much of technology. I really liked this book and I think thiswill be my top recommendation for anybody who's curious about it. Theydon't want to spend like they don't want to read a whole book, but they'relike yeah, like like if they want to go beyond a blog post and actually get agood idea of what an account based marketing strategy looks like I'm goingto recommend this book every time by by Osama Hamdy. It's just so well writtenin the story. Like you feel like you're going with him in his story like youcan see it unfolding and his thought process. It's just it was a wonderfulbook. It's short, you can find it on audible. I think it's like a 2.5 hourbook. If you listen to it on double time, it takes like an hour and a halfto listen to number eight is unleashed possible by Samantha Stone. I justinterviewed Samantha Stone. She is wonderful. Such a thought leader andthe B two B marketing space and one of those, those rare gems. That is so goodat understanding all the like high...
...level strategy as well as connecting itdown to the details in the dirt. Like you can tell like she's spent decadesat this and on both sides implementing it with her own hands writing, copy,setting up technology as well as coming up with high level strategy for big andsmall organizations. I could feel it in the interview because I could pretty Ifelt like I could ask her anything and should have a very sharp answer. Herbook unleashed possible. It covers like a full gamut of B two B. Marketing andit's amazing to read a book like it because very few books can cover such abroad topic and still feel really actionable. And her book did a bigsection of it covers account based marketing. She gives a very greatperspective on account based marketing but also what I love about it is itdoesn't like have account based marketing by itself. She covers a lotof other aspects of B two B. Marketing and how it plays in with account basedmarketing. So if you're the kind of person like me who are where accountbased marketing is like one major section but still just a section ofyour whole marketing plan. This book is really good. It kind of showing youwhat a full B two B marketing strategy rolled up could look like. So I dorecommend this book if you're looking into A B. M. As far as what it couldlook like with alongside your other marketing strategies. Number nine iscontent based network game. This was actually, I know I said B. Two B. S. A.B. M. Is the first book I read. This was actually the first book I read onaccount based marketing but it's not like no one would call this an accountbased marketing book but it is really it's actually like a very significantand probably my favorite tactic for implementing an account based what isan account based marketing strategy. In fact when I first came onto sweet fishI was trying to tell people about content based networking as a as astrategy and they're like wait content based networking. You mean contentmarketing? I'm like no it's totally different than just content marketing.It's content based networking. And what I had to start doing to explain itbetter to people is it's it's essentially a B. M. Play for podcastingand then they're like okay and that's I did a whole episode on what podcastingto look like for your A. B. M. Strategy. But this book is it's a quick read.It's a fun read. It's even better on audio version though I read the paperback, I have it in my hand right now. It's fantastic. If you're going toimplement like a B. M. I don't know like how do I explain this? It's it'salmost like 80 to the 80 20 rule. The Pareto principle applied to A. B. M. Ifyou want to do and get 80 that you would ever get out of an A B. M.Campaign with 20% of the effort. Just do content based networking. Start apodcast. Or you could do this with a blogger Youtube channel as well. Aninterview. Ask your ideal buyers who are not yet customers to be on yourshow to get face time with them. And I've already covered the wholemethodology in a different podcasts. So go back and search for podcasting A. B.M. On sweet fish media dot com and you can find how that play works out. Andthere's another whole blog post we've written on contest. Just search contentbased networking and you'll find the blog post and the ted talk and in thebook and all that stuff. I'm a little biased because James is my boss buthonestly went to work for Swedish media because I knew this play was so good.Okay, number 10, how to get a meeting with anyone by Stew Henschke. Now stewcovers a variety of tactics that sales reps or marketers could use to get ahold of executives which aren't always, they're not always easy to get a holdof. So it's kind of tricky going from the engage stage to the activate stageif you can't actually get ahold of them to get face time in some way. And sowhile this doesn't cover all of a B. M. It is like a fantastic tactical bookfor one section of A. B. M. Called activate. How do you get people to movefrom engage to activate? This is your book, if you want to go to one on oneengagement. This book is packed packed with tactics that are going to befantastic for any A B. M. Play. So while it doesn't cover a strategic A BMapproach, so many other books did that, I'm glad there's books like how to geta meeting with anyone that you could like insert into your A B. M. Libraryas like all a bunch of examples of how to use how to get Tactical with a B. M.And the last book is the ultimate sales...
...machine by chat homes. Now, I wouldnever have included this book in the list. But so many people like reachedout to me on linkedin be like, oh a B M. S. A B. M. S is just that what dream100 from Chet Holmes book a number of people said that to me that I had to goand listen to the book myself and what I discovered was really fascinating.The book is actually fantastic. Like if you're a fan of um the e myth revisitedand you liked that book, this book would be the best part two to that book.It's not that it's story based, but it's very like work on your business,not in your business. Kind of a book as far as building systems. And while alot of his systems are account based marketing related, a lot of them are,he gives a ton of tactical advice for how you should be running your business.And a lot of it applies to account based marketing including coming upwith your Dream 100. But but since the term account based marketing wasactually formed way before this book was even written, I don't think accountbased marketing comes from the ultimate sales machine. Like a lot of peoplesaid it's just that they, a lot of people are probably introduced to theconcept by this book first because this was a really popular marketing andsales book, especially when it came out in 2012 and still is, it's very popularbook. So a lot of people are introduced to the concept of coming up with yourdream dream account list in this book and he talks about a number of tacticsin order to engage and activate those. I will say that this book if you'reused to account based marketing books. This book has a totally differentflavor. It comes from a much more like direct marketing response marketingtype background. So if you're not sure what direct marketing is, like googleit because it has its own weird flavor to it, where it's very much likeinfomercial lee sounding very headline and copyrighting driven, which isn't abad thing, but it comes across a little bit like direct. I love directmarketing because a lot of their tactics are great. But at the same timethey push the envelope with direct marketing so hard that it feels like aninfomercial. It just feels a little cringe e at times. So that's kind ofthe way I get with direct marketing. So if you want to see direct marketingmeets a B. M. This book is for you. It is very tactical. And even though it'swritten back in 2012, I'd still say a lot of the tactics in this book carryover and a lot. Well I don't it's still a really fun book because he's very asa copywriter, he writes a very punchy and fun book to kind of like go alongwith. He really gets you pumped up. So and it's again full of tactics. So ifyou're looking for a B. M. Tactics, this is a good book for that. But itisn't the origin of account based marketing. I think the I. T. S. M. A.Organization whatever that acronym means and the practitioners guide toaccount based marketing. Probably accounts for where A B. M. Actuallystarted or at least where the that term was coined. I'm sure it's been going onlonger than When it was first coined as a term. So there you have it, that'sall 11 books. Again. I would recommend different books to different people fordifferent reasons and I know there's still more books to be written JohnMiller. The CMO of demand base I know is working on a new book, San Grimm islaunching a new book. This the in March like in just a few weeks and I have aninterview scheduled with him. It's too bad. I couldn't get into february totalk about his new book but I'm sure that book is gonna be really fun aswell. I'll be doing a full overview of that with Sand Graham to come. But thisthis category is still evolving, there's still a lot more to come. Istill think there probably will, somebody will write the ultimate bookon a B. M. Or maybe the term will evolve to be a B. X. Or something else.But this I'm after doing this whole thing. I'm pretty sure this category ishere to stay and is only going to get better and better. All kind of save mylearnings from this whole month of reading and interviewing and listeningand playing with the concepts for the next episode. So stay tuned for thenext episode, coming tomorrow. That's going to be my wrap up and conclusionof this whole whole series. But it has been a blast and I'm going to doanother episode on my thoughts around reading every book on the topic, whichis another topic totally separate from a B. M. So I'm going to save that forprobably within the next week or two.
So if you're interested in this thingof reading all the books and why I like to read all the books now, it's kind ofbecome a thing for me then just stay tuned for that. Are you on linkedin?That's a stupid question. Of course you're on linkedin. Here's sweet fish.We've gone all in on the platform. Multiple people from our team arecreating content there. Sometimes it's a funny gift for meme. Other times it'sa micro video or a slide deck and sometimes it's just a regular oldstatus update that shares their unique point of view on B two B marketingleadership or their job function. We're posting this content through theirpersonal profile, not our company page and it would warm my heart and soul ifyou connected with each of our evangelists, we'll be adding more downthe road, but for now you should connect with Bill, read our ceo KelcyMontgomery, our Creative director dan Sanchez, our director of audiencegrowth Logan Lyles, our director of partnerships and me James Carberry,We're having a whole lot of fun on linked in pretty much every single dayand we'd love for you to be a part of it. Mm.
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