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Dan Sanchez discusses: Every Book on ABM Compared (I Read Them All)
Episode · 1 year ago
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Episode · 1 year 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 fish here first of all, whether you are a regular subscriber of GDP growth or new to the show. Thank you so much for hitting play on this episode. A little bit about what to expect over the next several weeks, we're going to be replaying some of our best episodes from a deep dive we did earlier this year, 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 really gain some traction in what you've started to do with a B. M. Within your organization. You are going to love these episodes. So over the next several weeks, expect to see two episodes a week here in your B two B growth feed and they will all be focused around a B. M. From our account based marketing. Deep dive. All right, let's get into the episode. Welcome back to another episode of BTB Growth. I'm dan Sanchez with sweet fish media and today is the second to last episode of this series I'm doing on account based marketing. If you are just tuning in towards the very end of the series, you have to know I've been doing a full month series in the month of february 2021. On the topic of account based marketing. I was new to account based marketing because I was kind of new to be to be in general. I'm from the BBC world, even doing things like nonprofit marketing, higher red and a bunch of different various B to see different industries. Um a little bit of B two B. But I'm still typically kind of the new guy to be to be and honestly I love it. I've B two B is fantastic. 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 extra layer on top of demographics and psycho graphics by adding firma graphics, even techno graphics. There's just so much more information out there. You can know exactly who you're selling to. You can literally just like right down the company'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 my gosh, there's just so much information, it's so exciting. And so I wanted to do this deep dive on account based marketing and here I am, I'm on the second to last day reviewing the subject and today it's just me. And actually while I've done a few resource reviews throughout this series, today, I'm excited to announce that I have actually finished reading every single book I could find on this topic which turned out to be about 11 books on the topic of account based marketing. And I kind of wanted to do a quick review of all of them. My and I can't give a full full on analysis or my favorite points or even quotes from like every single book is this episode will be way too long. But I promise I will publish that is a blog post probably coming towards the end of even just the week I'm publishing this. So this will be on Sweet Fish Media. Just look up a B. M. Books on Sweet Fish Media dot com to find that um that blog post where I do a full breakdown side by side comparison with all my best takeaways from each book. But in this podcast episode, I wanted to kind of give an overview, a quick overview of each book and 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 book on Thought leadership last year and I wasn't afraid to give away my three favorite of the 20 so books and and call out other books that were totally worthless 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 them and they definitely did a great job and like most authors did a fantastic job of picking like a clear audience because I felt like each one has a particular segment of people they're they're aiming for or provide some particular framework or information that's valuable in and of itself that wasn't covered in other books. So because of that, it's really hard to just pick one as a winner. I certainly have my favorites. I'm a little biased though as just one person you have to...
...realize sometimes when you're covering every book on the topic, your few, the first few you read are always the most special to you because you learned the most through the first few and towards the end when you're listening to the last ones, you're like oh I've already covered this information before. Only only a small fraction the book was new while this first one was really good because so much of it was new. Well it's because that was the first book so you have to take it with a grain of salt when one person like myself is reviewing all the books that a person like myself is always going to have a bias towards the first books read that being said, let's list out the books that I've read and then I'll go back onto each one and say my general thoughts on the book and who I think the book is for. So let's dive into the list. The first one is B two B is a B M by Sandra Vieri. Hopefully I pronounced your name right SAn Graham, that's a hard one. I also did another one by SAn Graham called account based marketing for Dummies. That was the second book. The third book is practitioners guide to account based marketing by Bev burgess And then the 4th is account based marketing by Chris Golic, Peter Isaacson Jessica few Ellis. The fifth book is buyer based marketing by Matthew Cross ca. The 6th book is no forms, no spam, no cold calls by Latin. Any content. The seventh book is the book on account based marketing by bus um hamdi The eighth book is Unleashed possible by a Samantha Stone. The ninth book is content based networking by James Carberry. The 10th book is how to get a meeting with anyone by stew Henke Henschke somewhere in that realm. Sorry stew and 11 is the ultimate sales machine by chat homes. Now not all of these books are like 100% account-based marketing. I did my best to try to define some parameters around the books I was I was reading I also found that some like unleashed possible, covered a lot of topics and account-based marketing was just one but it covered so well in the chapter that she gave to it that it was like worth bringing into the list and some are kind of like almost subcategories of account based marketing but we're still worth bringing into the list. So let's kind of cover them one by one. The first book I read on this topic was B two B is A B. M. Just because it was probably the most popular recommendation and it still is if you ask for a B. M. Book recommendations. Most people are going to recommend this book. This probably is the top selling book on a B. M. By SAn Graham. And I'd say Santorum is definitely one of the top thought leaders in the space as the ceo of terminus and he has, he's been pioneering the whole category for for about 56 years now and has written two books on the topic. I really like me to be his A B. M. Because of the team framework that became a super helpful framework and because I think he invented it, nobody else really touches it as much or at least spells it out his team. But that honestly it's such a simple framework and summarizes account based marketing so well that it became like the way I even defined and organized a lot of the episodes that I did over this last month. I would say like I said in the episode where I just did a full review on this book, you can go back into the episode archive to find the full review on this book. It is a little long, like it could have been half, about half as long. It's still covered the same amount of content. But if anybody wants to get started the subject, this is a great one. Uh same for account based marketing for Dummies by san Graham as well. They think the difference is, is kind of like what kind of books do you like to read if you like out like very detailed outlines, then the dummies book is gonna be great because that's kind of what dummies books do is they outlined the heck out of a subject and organize it really well versus B two, B S A B M is probably going to give more of your stories and have more case studies for you to look at that are more in depth and kind of give uh be more of like a traditional business book that way. So both are good for the same reasons, but they just have information just organized differently. So that would be my, my takeaways on those books. The practitioners guide to account based marketing. I just finished reading this one yesterday by bev burgess. This one was painful to read because it was just, it was just...
...dry, I don't know what it was about the way it was written and bev if you're listening to this, I'm sorry, I don't I just struggled to read this book. It felt like reading and like 19 eighties business textbook. I don't know why it felt like that. It's not like the it's not like the writing was bad. The writing was clear and well written and articulated. It's just harder to read. It was just a little bit more dense and at first I thought this book was just going to be a complete throw away, but towards the second half of the book, it actually started to make sense. Like why they named this book the practitioners guide because this of all the books in the stack. This one certainly is one of the more advanced ones. 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 or you know, a B M takes a significant part of your job. You have to read this book 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 pulling up the book right now, let's see by an organization called I T S M. A. I have no idea what that acronym stands for. But apparently this is the organization that actually coined the term account based marketing and you can tell that this book is thorough and weighty because it provides a lot of first hand research they've done with their own, I don't know with their own crowd or members. So it's got a lot of hard facts and data about the topic. It also has a huge amount of very thorough case studies which can be a little much to read in the case study format. But if you're a practitioner, it's always hard to find like first hand data and case studies that are this good. So if you're a practitioner, this book is golden, You really should read it. It's dense, it's not the most like flavorful read. It's more of a state dinner than it is. Like a hot fudge sundae. Okay, so well done. Bev on putting together a very thorough guide for practitioners who are actually in the space full time of A B. M. That's what this book is good for. The next one is account based marketing by chris, Golic, Peter, Isaacson and Jessica fuel s. This book is like the book written by these are the demand base guys which demand base is probably like the most enterprise level tech stack for A B. M. Practitioners, very expensive but very thorough and well put together. These guys have been doing a B. M for quite a while now and I would say this book is really 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 very big 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 other books. This is this is the book, it almost gives less a BM tactics. So it's full of A B. M tactics and actually shows you how to implement a B. M. From a change management perspective. This book does a fantastic job of showing you 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 the research you need to do ahead of time, how to do a very controlled test for your organization and then it does, it doesn't like cram like its technology down your throat. It's very good at just leaving it to the subject matter itself. 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 they could have. So a very great book for that. Hey, everybody Logan with sweet fish here. If you've been listening to the show for a while, you know, where big proponents of putting out original organic content on linked in. But one thing that's always been a struggle for a team like ours is to easily track the reach of that linked in content. That's why I was really excited when I heard about shield the other day from a connection on you guessed it linked in since our team started using shield. I've loved how it's led us easily track and analyze the performance of Arlington content without having to manually log it ourselves. It automatically creates reports and generate some dashboards that are incredibly useful to see things like what contents been performing the best...
...and what days of the week are we getting the most engagement and aren't average views per post, I highly suggest you guys check out this tool. If you're putting out content on linkedin and if you're not, you should be. It's been a game changer for us. If you go to shield app dot Ai and check out the 10 day free trial, you can even use our promo code B two B growth to get a 25% discount again, that's shield app dot AI. And that promo code is B the number two. The growth. All one word. All right, let's get back to the show. The fifth book is buyer based marketing by Matthew Kranjska. I just finished reading this book. This is probably one of the last books I had to read before. I could record this episode and I got this is one of those books that started really well. And then the farther I went through it, the more I realized this book actually in my opinion, didn't actually cover account based marketing, even though the full title is buyer based marketing widening the net of account based marketing. To me, it was like started off like he was gonna tee up how to frame up your accounts and then he didn't ever talk about accounts hardly ever again. He actually went through and just started rolling out what I would consider to be a very well done inbound marketing campaign. But as you know, 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 lead generation and inbound and demand gen and all that stuff in addition to account based marketing, you don't have to, but I would, you're still gonna have people coming inbound that you're not even aware of even no matter how sophisticated your tech stack is identifying intent and all that kind of stuff that being said, there were a few nuggets in this book, but I don't have enough time to get into like the few nuggets. I've just kind of giving you an overview that this is probably one of the last books I would recommend if you wanted to learn about account based marketing because it doesn't actually talk 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 a different angle from like a cmos perspective what A B. M. Looks like and who to get involved and what it takes to put a B. M in place. It even goes up as far as connecting it to the organizational strategy all the way down to the individual players that need to get involved. Kind of like the demand base book. This one's written by Latin me is a CMO of six cents. So it kind of has that similar flavor but just kind of has a different approach and 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 had to make a hard choice of one over the other for an enterprise level B two B marketing situation, I'll probably gonna recommend account based marketing by chris Golic or the demand base book. I thought it was a little bit more thorough and well put together and I think would be more useful for an enterprise level organization. Number seven is the book on account-based marketing by besame Hamdi. This is one I did a full episode on the shortest book by far of the whole stack, the easiest to read. But honestly, I think paints the best picture of account-based marketing without even getting into much of technology. I really liked this book and I think this will be my top recommendation for anybody who's curious about it. They don't want to spend like they don't want to read a whole book, but they're like yeah, like like if they want to go beyond a blog post and actually get a good idea of what an account based marketing strategy looks like I'm going to recommend this book every time by by Osama Hamdy. It's just so well written in the story. Like you feel like you're going with him in his story like you can see it unfolding and his thought process. It's just it was a wonderful book. It's short, you can find it on audible. I think it's like a 2.5 hour book. If you listen to it on double time, it takes like an hour and a half to listen to number eight is unleashed possible by Samantha Stone. I just interviewed Samantha Stone. She is wonderful. Such a thought leader and the B two B marketing space and one of those, those rare gems. That is so good at understanding all the like high...
...level strategy as well as connecting it down to the details in the dirt. Like you can tell like she's spent decades at 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 and small organizations. I could feel it in the interview because I could pretty I felt like I could ask her anything and should have a very sharp answer. Her book unleashed possible. It covers like a full gamut of B two B. Marketing and it's amazing to read a book like it because very few books can cover such a broad topic and still feel really actionable. And her book did a big section of it covers account based marketing. She gives a very great perspective on account based marketing but also what I love about it is it doesn't like have account based marketing by itself. She covers a lot of other aspects of B two B. Marketing and how it plays in with account based marketing. So if you're the kind of person like me who are where account based marketing is like one major section but still just a section of your whole marketing plan. This book is really good. It kind of showing you what a full B two B marketing strategy rolled up could look like. So I do recommend this book if you're looking into A B. M. As far as what it could look like with alongside your other marketing strategies. Number nine is content 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 on account based marketing but it's not like no one would call this an account based marketing book but it is really it's actually like a very significant and probably my favorite tactic for implementing an account based what is an account based marketing strategy. In fact when I first came onto sweet fish I was trying to tell people about content based networking as a as a strategy and they're like wait content based networking. You mean content marketing? 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 it better to people is it's it's essentially a B. M. Play for podcasting and then they're like okay and that's I did a whole episode on what podcasting to 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 paper back, I have it in my hand right now. It's fantastic. If you're going to implement like a B. M. I don't know like how do I explain this? It's it's almost like 80 to the 80 20 rule. The Pareto principle applied to A. B. M. If you 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 a podcast. Or you could do this with a blogger Youtube channel as well. An interview. Ask your ideal buyers who are not yet customers to be on your show to get face time with them. And I've already covered the whole methodology 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. And there's another whole blog post we've written on contest. Just search content based networking and you'll find the blog post and the ted talk and in the book and all that stuff. I'm a little biased because James is my boss but honestly 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 stew covers a variety of tactics that sales reps or marketers could use to get a hold of executives which aren't always, they're not always easy to get a hold of. So it's kind of tricky going from the engage stage to the activate stage if you can't actually get ahold of them to get face time in some way. And so while this doesn't cover all of a B. M. It is like a fantastic tactical book for one section of A. B. M. Called activate. How do you get people to move from engage to activate? This is your book, if you want to go to one on one engagement. This book is packed packed with tactics that are going to be fantastic for any A B. M. Play. So while it doesn't cover a strategic A BM approach, so many other books did that, I'm glad there's books like how to get a meeting with anyone that you could like insert into your A B. M. Library as 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 would never have included this book in the list. But so many people like reached out to me on linkedin be like, oh a B M. S. A B. M. S is just that what dream 100 from Chet Holmes book a number of people said that to me that I had to go and 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 revisited and 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 a lot 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 up with your Dream 100. But but since the term account based marketing was actually formed way before this book was even written, I don't think account based marketing comes from the ultimate sales machine. Like a lot of people said it's just that they, a lot of people are probably introduced to the concept by this book first because this was a really popular marketing and sales book, especially when it came out in 2012 and still is, it's very popular book. So a lot of people are introduced to the concept of coming up with your dream dream account list in this book and he talks about a number of tactics in order to engage and activate those. I will say that this book if you're used to account based marketing books. This book has a totally different flavor. It comes from a much more like direct marketing response marketing type background. So if you're not sure what direct marketing is, like google it because it has its own weird flavor to it, where it's very much like infomercial lee sounding very headline and copyrighting driven, which isn't a bad thing, but it comes across a little bit like direct. I love direct marketing because a lot of their tactics are great. But at the same time they push the envelope with direct marketing so hard that it feels like an infomercial. It just feels a little cringe e at times. So that's kind of the way I get with direct marketing. So if you want to see direct marketing meets a B. M. This book is for you. It is very tactical. And even though it's written back in 2012, I'd still say a lot of the tactics in this book carry over and a lot. Well I don't it's still a really fun book because he's very as a copywriter, he writes a very punchy and fun book to kind of like go along with. He really gets you pumped up. So and it's again full of tactics. So if you're looking for a B. M. Tactics, this is a good book for that. But it isn't the origin of account based marketing. I think the I. T. S. M. A. Organization whatever that acronym means and the practitioners guide to account based marketing. Probably accounts for where A B. M. Actually started or at least where the that term was coined. I'm sure it's been going on longer than When it was first coined as a term. So there you have it, that's all 11 books. Again. I would recommend different books to different people for different reasons and I know there's still more books to be written John Miller. The CMO of demand base I know is working on a new book, San Grimm is launching a new book. This the in March like in just a few weeks and I have an interview scheduled with him. It's too bad. I couldn't get into february to talk about his new book but I'm sure that book is gonna be really fun as well. I'll be doing a full overview of that with Sand Graham to come. But this this category is still evolving, there's still a lot more to come. I still think there probably will, somebody will write the ultimate book on 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 is here to stay and is only going to get better and better. All kind of save my learnings from this whole month of reading and interviewing and listening and playing with the concepts for the next episode. So stay tuned for the next episode, coming tomorrow. That's going to be my wrap up and conclusion of this whole whole series. But it has been a blast and I'm going to do another episode on my thoughts around reading every book on the topic, which is another topic totally separate from a B. M. So I'm going to save that for probably within the next week or two.
So if you're interested in this thing of reading all the books and why I like to read all the books now, it's kind of become 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 are creating content there. Sometimes it's a funny gift for meme. Other times it's a micro video or a slide deck and sometimes it's just a regular old status update that shares their unique point of view on B two B marketing leadership or their job function. We're posting this content through their personal profile, not our company page and it would warm my heart and soul if you connected with each of our evangelists, we'll be adding more down the road, but for now you should connect with Bill, read our ceo Kelcy Montgomery, our Creative director dan Sanchez, our director of audience growth 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 day and we'd love for you to be a part of it. Mm.
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