Lean Marketing Podcast: Account-Based-Marketing

Founder of Orchid Agency
Mariya Finkelshteyn I
July 6, 2021

In this podcast, Mariya Finkelshteyn and Brandon Kidd explore one of the popular demand generation motions: account-based-marketing.

Account based marketing (ABM) is a hot topic in B2B marketing! Organizations are investing at a higher rate in ABM to battle competitive market dynamics, deliver value and drive customers through the buyers’ journey.

Aside from the competitive market, organizations have to adapt to the dynamic buyers’ journey in which prospects frequently move up and down + in and out of the demand generation funnel (i.e. the typical awareness, consideration and decision stages). As a result, B2B marketers are at the intersection of evolution. Instead of taking the traditional ‘spray and pray’ approach across a broad prospect audience or marketing funnel stages, ABM strategies + tools enable marketers to personalize the dynamic buyers’ journey + drive exponential results.

ABM 101: Instead of driving leads to the top of the funnel, ABM turns everything upside down. The approach concentrates sales and marketing efforts on a clearly defined set of high-value + high-potential target accounts, with a personalized campaign strategy for each account.  

Here  is a snippet of one of the fundamentals of ABM: Partnering with sales to drive higher business success.

Listen to the full podcast for key takeaways:

  • What is ABM?
  • Why is ABM important?
  • What are the top 5 things to keep in mind in deploying ABM programs?
  • How does one get started with ABM?