How ABM Can Accomplish Multiple Objectives

ABOUT THIS EPISODE

In this episode, Dan Sanchez shares multiple objectives that ABM can accomplish.

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 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 bdb growthfeed and they will all be focused around a B. M. From our account basedmarketing. Deep dive. All right, let's get into the episode. I'm dan Sanchez with Sweet fish Media.And today it's another solo episode for me bringing another account basedmarketing resource to you at least a...

...review from a fantastic book that Ijust finished reading called account based marketing, How to target andengage the companies that will grow your revenue. And honestly this thiswas a great book. This is actually a book by chris Golic peter isaacson andJessica. Few lists who are all part of demand base. This is the demand basebook. This is their key book that they send to their accounts about how to doaccount based marketing and I found a few things really interesting aboutthis book in one major takeaway. So I have one major takeaway and a few fewnuggets for you with this book that I will, I will save you from reading thebook. But if you like what you hear, definitely go and buy the book, it'sworth listening to or reading. But in case you are trying to save some time,let me just skip to some of the good parts that I underlined that I foundthe most insightful, especially now that I've covered a variety of A BMtopics and I still found some things that I had never seen before in thisbook. So, first, Who is this book for?...

Because of demand base and the type ofclients they target. I found that this book is actually probably best forenterprise level companies because let's be honest, that's who demand baseis going after is the Big Dogs. In fact, this whole book really like 90% of itis specifically how to run, it should be renamed to how to run your first a B.M. Pilot right? It literally 90% of this book, Most of this book is abouthow to build an A B. M. Pilot program, but it doesn't really feel like a pilotprogram. To me, it feels like a really thorough full A B. M. Campaign becauseof how thorough it is. But again, you have to remember that they're targetingthe biggest companies. So even a good well, like a worthy pilot and anenterprise level company takes a ton of orchestration, a ton of collaborationaround targeting the accounts and running the campaigns and sinking upwith sales. It is a ton of work in order to move an aircraft carrier,right? And these big companies or...

...aircraft carriers, it takes a lot ofcoordination to even coordinate a successful pilot to see ifaccount-based marketing is actually worth it. So just know that if you getthis book, it is actually mostly about how to run a successful pilot in thelast 10%. Like, oh, how to scale it with technology, right? It's kind ofnice that they don't like sell you on tech like the whole time. It's not like,hey, you can, you can't do this without tech or it like lays out account basedmarketing for you, at least what a good test would be without heavy technologyinvolvement. Right? To show you that, hey, this is possible without the tech.But of course we are going to sell you check at the end because that's whythey wrote the book. No shame in that for marketers, right? Our market istalking to marketers, we get, you got to throw the right hook sometime. Hey,everybody Logan with sweet fish here. If you've been listening to the showfor a while. You know, we're big proponents of putting out originalorganic content on linked in. But one thing that's always been a struggle fora team like ours is to easily track the reach of that linked in content. That'swhy I was really excited when I heard about Shield the other day from aconnection 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 ofArlington content without having to manually log it ourselves. Itautomatically creates reports and generate some dashboards that areincredibly useful to see things like what contents been performing the bestand what days of the week are we getting the most engagement And ouraverage views proposed. I highly suggest you guys check out this tool ifyou're putting out content on linked in and if you're not, you should be. It'sbeen a game changer for us. If you go to Shield app dot Ai and check out the10 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 numberto be growth. All one word. All right, let's get back to the show. So, let'sget into some of the nuggets that I really loved about this book. Here's afew pieces and then I'll get into the...

...one biggest takeaway that I'll tease inthe title. I'm sure in the book, I found that they identified the one toofew. We talked about that there's different levels of engagement. Right?There is one too many. One too few and 1 to 1 they specified one too few B 5to 15 accounts. Which just sounded really good to me. I was like yeah youknow what I never even thought about like if you're targeting a cluster ofaccounts and you don't you don't want to invest the amount of money to go 1to 1 yet but you want to you want to pull them out a little farther than theone too many about introducing them to the company. But you want to targetthem different. Maybe you take uh in our case maybe I could take since wetarget B two B SAs cos I could take 5 to 15 Fintech BtB SAs companies andcustomize the target towards them. 5 to 15. Sounds about right as far astargeting a few, if you get more than 15, that's too many. They might as welljust be one too many but fewer than...

...five is too few and you might as welljust be targeting on a 1 to 1 basis. The next nugget I thought was reallyfun. They suggest branding your target list. Your target list of accounts likecome up with a different name other than targeted list. I actually thoughtthe name they gave their targeted list was not the most clever. They caught DBfour K. Because there's four K. Accounts in it. So it's like databasefour K. 4000. Right? I'm like, uh come on, you got to call it something morefun that they even talk about like, hey, you're a marketer come up withsomething fun. I'm like DB four kids that fun. Unless you're a developermaybe. But I'm like, I would probably call it like a future customer list orsomething like that. But I'm sure I'll have to spend some time like thinkingabout how to tie it into our name. Sweet fish. I'm like the sweet list orsomething like that. I'm going to figure out something. But that was justkind of like a fun thing that when everybody is talking about the targetlist, we don't have to keep using a boring name. Like target list. We canactually caught like dream list or something like that. That's just alittle bit more interesting. And so everybody's on the same page about whatthis target account list is. You actually have a name for it that'sunique to your company, right? So...

...that's just kind of a fun idea that Ithink makes it more interesting and keeps us all on the same page a littlebit more when it comes to account based marketing. The third little nugget isidentifying list owners and this just made so much sense. I was like, howhave I not thought of this before? Of course. Should sales be in charge ofpulling the list together or marketing? Well, it should probably be both. Theydefinitely clarify that it should be list owners and it takes really twopeople to make sure that when you're targeting the right accounts into two,make sure the right accounts aren't added in because you're like, oh but wehave this, I have this friend, I have this special reason. Like it takesreally a few list owners to come into agreement on what it should be in thatlist, right? Because marketing could be sneaking in some easy ones that maybearen't great for customer service and sales might be sneaking in this or wemight be being a little bit too harsh with the parameters, right? So wereally need to be on the same page of Star is what this list is. And it'sgood to identify maybe someone from...

...each team on the marketing and thesales side. And if you're a really big company, maybe someone from Ops who isgoing to be able to help you on the office marketing and the Opsail side aswell. So you might have to have a few list owners to get into agreement onwhat this list should be. So that was a great nugget. The biggest takeaway fromthis book, is that a B. M can be used to achieve a variety objectives. Andthis was literally a tiny part of the book. It's like three paragraphs. Butthe insights to me were so profound that I'm like, no, I have to make awhole podcast just on this one major topic, other the little nuggets that Ijust dropped And that's in targeting your list. You can actually use it notjust to come up with your dream customers, you know, your top 100, top1000, even top 4000. If you can scale it to be that big, you can actuallytargeted to accomplish more specific objectives. Let me drop three of theones that they list in the book and then talk about them for a bit. Theygive an example of A countless to increase funnel velocity for late stageaccounts by 15%. You can increase revenue by particular industry by 10%.Maybe you want to win at least three...

...customers over from your competitor.Those are all very specific objectives that account based marketing canaccomplish. So when you think about it like that as a marketer and someone wholikes to dream up what's possible, that starts to open up the realm ofpossibilities for me personally because if you can start to use account basedmarketing not as a broad shotgun, but as a laser to accomplish all thesespecific objectives. Now you can use it to accomplish so much more, you canlaser focusing on particular issues or maybe things that are going well andyou just want to throw some more gasoline on it. Account based marketingcan be used to move the needle in very specific ways. And this is very good.If you're a big company and you're not just trying to get as many goodcustomers as you can. Which is probably where we're at with sweet fish. I'm notafter our I. C. P. I'm probably not going to focus on particular parts ofthe funnel yet but if you're a bigger...

...company and you are responsible forworking certain segments over others this is like a whole new tool set thatyou can aim and fire like a death start at like one particular problem oropportunity at your will. If you can control the list that it's beingtargeting then you can really have a huge impact on those specificobjectives. And for that account based marketing is perfect and I neverrealized it until I read it here in this book. So that's the big takeawayis used to be more creative with how you're targeting your accounts findproblems or opportunities that you might aim your whole list at ouraccount based marketing or even a part of your account based marketing thatthink about other ways it can be going to use for your marketing and salesteam. So again this book was called account based marketing. There's twobooks called account based marketing actually and I'm going to be reviewingthe other one very soon. But I haven't read that one yet. This was the manbased one specifically by chris Golic, Peter IsaAcson and Jessica few ellis.Thanks so much for listening to this...

...episode. If this was helpful to you andyou like hearing specific book reviews and action items that come from books,let me know. Find me at linkedin dot com slash I. N slash digital marketingdan and tell me the book episodes are helpful to you. If not then I willprobably do a few less of them in the future. But if you like them, let meknow. Also if this show has been a help to you, please, please help us out bygiving us a rating, could be five star, could be four star, could be less, giveus whatever rating you feel like we deserve, but it blesses us and helps usa lot by giving us a rating, helps us know that people are out there thatthey're getting value from these episodes. So please you can leave areview if you want to but all I'm asking for is just tapping that fivestar or four star or whatever story you think it earned? Thank you so much forlistening is the decision maker for your productor service at VTB marketer. Are you...

...looking to reach those buyers throughthe medium of podcasting? Considered becoming a co host of GDP growth. Thisshow is consistently ranked as a Top 100 podcast in the marketing categoryof Apple Podcasts and the show gets more than 130,000 downloads each month.We've already done the work of building the audience so you can focus ondelivering incredible content to our listeners. If you're interested, emailLogan at Sweet Fish Media dot com. Yeah. Mhm.

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