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 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 bdb 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. I'm dan Sanchez with Sweet fish Media. And today it's another solo episode for me bringing another account based marketing resource to you at least a...

...review from a fantastic book that I just finished reading called account based marketing, How to target and engage the companies that will grow your revenue. And honestly this this was a great book. This is actually a book by chris Golic peter isaacson and Jessica. Few lists who are all part of demand base. This is the demand base book. This is their key book that they send to their accounts about how to do account based marketing and I found a few things really interesting about this book in one major takeaway. So I have one major takeaway and a few few nuggets for you with this book that I will, I will save you from reading the book. But if you like what you hear, definitely go and buy the book, it's worth 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 found the most insightful, especially now that I've covered a variety of A BM topics and I still found some things that I had never seen before in this book. So, first, Who is this book for?...

Because of demand base and the type of clients they target. I found that this book is actually probably best for enterprise level companies because let's be honest, that's who demand base is going after is the Big Dogs. In fact, this whole book really like 90% of it is 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 about how to build an A B. M. Pilot program, but it doesn't really feel like a pilot program. To me, it feels like a really thorough full A B. M. Campaign because of how thorough it is. But again, you have to remember that they're targeting the biggest companies. So even a good well, like a worthy pilot and an enterprise level company takes a ton of orchestration, a ton of collaboration around targeting the accounts and running the campaigns and sinking up with 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 of coordination to even coordinate a successful pilot to see if account-based marketing is actually worth it. So just know that if you get this book, it is actually mostly about how to run a successful pilot in the last 10%. Like, oh, how to scale it with technology, right? It's kind of nice 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 based marketing for you, at least what a good test would be without heavy technology involvement. 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 why they wrote the book. No shame in that for marketers, right? Our market is talking 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 show for a while. You know, we're 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 our average views proposed. I highly suggest you guys check out this tool if you're putting out content on linked in 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 to be growth. All one word. All right, let's get back to the show. So, let's get into some of the nuggets that I really loved about this book. Here's a few pieces and then I'll get into the...

...one biggest takeaway that I'll tease in the title. I'm sure in the book, I found that they identified the one too few. 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 5 to 15 accounts. Which just sounded really good to me. I was like yeah you know what I never even thought about like if you're targeting a cluster of accounts and you don't you don't want to invest the amount of money to go 1 to 1 yet but you want to you want to pull them out a little farther than the one too many about introducing them to the company. But you want to target them different. Maybe you take uh in our case maybe I could take since we target B two B SAs cos I could take 5 to 15 Fintech BtB SAs companies and customize the target towards them. 5 to 15. Sounds about right as far as targeting a few, if you get more than 15, that's too many. They might as well just be one too many but fewer than...

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

...that's just kind of a fun idea that I think makes it more interesting and keeps us all on the same page a little bit more when it comes to account based marketing. The third little nugget is identifying list owners and this just made so much sense. I was like, how have I not thought of this before? Of course. Should sales be in charge of pulling the list together or marketing? Well, it should probably be both. They definitely clarify that it should be list owners and it takes really two people 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 we have this, I have this friend, I have this special reason. Like it takes really a few list owners to come into agreement on what it should be in that list, right? Because marketing could be sneaking in some easy ones that maybe aren't great for customer service and sales might be sneaking in this or we might be being a little bit too harsh with the parameters, right? So we really need to be on the same page of Star is what this list is. And it's good to identify maybe someone from...

...each team on the marketing and the sales side. And if you're a really big company, maybe someone from Ops who is going to be able to help you on the office marketing and the Opsail side as well. So you might have to have a few list owners to get into agreement on what this list should be. So that was a great nugget. The biggest takeaway from this book, is that a B. M can be used to achieve a variety objectives. And this was literally a tiny part of the book. It's like three paragraphs. But the insights to me were so profound that I'm like, no, I have to make a whole podcast just on this one major topic, other the little nuggets that I just dropped And that's in targeting your list. You can actually use it not just to come up with your dream customers, you know, your top 100, top 1000, even top 4000. If you can scale it to be that big, you can actually targeted to accomplish more specific objectives. Let me drop three of the ones that they list in the book and then talk about them for a bit. They give an example of A countless to increase funnel velocity for late stage accounts 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 can accomplish. So when you think about it like that as a marketer and someone who likes to dream up what's possible, that starts to open up the realm of possibilities for me personally because if you can start to use account based marketing not as a broad shotgun, but as a laser to accomplish all these specific objectives. Now you can use it to accomplish so much more, you can laser focusing on particular issues or maybe things that are going well and you just want to throw some more gasoline on it. Account based marketing can 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 good customers as you can. Which is probably where we're at with sweet fish. I'm not after our I. C. P. I'm probably not going to focus on particular parts of the funnel yet but if you're a bigger...

...company and you are responsible for working certain segments over others this is like a whole new tool set that you can aim and fire like a death start at like one particular problem or opportunity at your will. If you can control the list that it's being targeting then you can really have a huge impact on those specific objectives. And for that account based marketing is perfect and I never realized it until I read it here in this book. So that's the big takeaway is used to be more creative with how you're targeting your accounts find problems or opportunities that you might aim your whole list at our account based marketing or even a part of your account based marketing that think about other ways it can be going to use for your marketing and sales team. So again this book was called account based marketing. There's two books called account based marketing actually and I'm going to be reviewing the other one very soon. But I haven't read that one yet. This was the man based 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 and you 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 marketing dan and tell me the book episodes are helpful to you. If not then I will probably do a few less of them in the future. But if you like them, let me know. Also if this show has been a help to you, please, please help us out by giving us a rating, could be five star, could be four star, could be less, give us whatever rating you feel like we deserve, but it blesses us and helps us a lot by giving us a rating, helps us know that people are out there that they're getting value from these episodes. So please you can leave a review if you want to but all I'm asking for is just tapping that five star or four star or whatever story you think it earned? Thank you so much for listening is the decision maker for your product or service at VTB marketer. Are you...

...looking to reach those buyers through the medium of podcasting? Considered becoming a co host of GDP growth. This show is consistently ranked as a Top 100 podcast in the marketing category of 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 on delivering incredible content to our listeners. If you're interested, email Logan at Sweet Fish Media dot com. Yeah. Mhm.

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