This episode of the Real Talk Real Results podcast demystifies the common misconceptions of Account-Based Marketing (ABM), how to know if ABM would benefit you, and what you need to consider before running your next successful ABM campaign (including attribution).
Don’t miss our host, Rita Matuzic, and our guest, Colby Wren, as they give you the ultimate ABM playbook to see immediate results - including Colby’s “must haves” for every ABM campaign.
Rita and Colby immediately pick up the conversation with a discussion on how to determine if your ABM strategy is too watered down.
Did you know that ABM is one of the most prominent strategies used by Marketing and Sales?
In fact, ABM is one of the few strategies that gives you the ability to be both selective and intentional with your targeted customer and prospect accounts. But strategies that are too watered-down waste money and often fail fast.
Colby shares his expertise on where companies get ABM wrong, how to know if ABM would benefit you, and what you need to run the best ABM strategy for your company. In fact, here are the key questions that every leader must ask themselves before running their first campaign:
Can you afford ABM?
Are you a large enough enterprise with the right sales cycle to support ABM?
Colby’s advice is simple: “You need to be able to accelerate the sales cycle and increase your ASP through ABM in order for this to be the right approach for you.” If your ARR isn’t at the right level, it can be challenging to have the budget to run long-term ABM campaigns.
ABM is about having the right full-funnel experience across the buyer journey, and this takes alignment across your sales and marketing functions. Without this alignment, you’re increasing awareness and engagement, but it will be challenging to see anything quantifiable with your ABM activities.
Colby and Rita also discuss the role of the SDR and where they fit in with running ABM programs. One of the biggest mistakes leaders make is mistaking Account-Based sales selling with “targeted prospecting.” Colby discusses his strategy for creating the right level of awareness and engagement to ensure your ABM strategy is true sales selling with the right material impact on revenue.
Colby gives his top advice for running expert-level ABM campaigns - here’s a sneak peek:
Less is more - find out why Colby suggests why an intricate 1:1 approach wins
It’s beyond personalization, you need relevant content - listen to why he thinks some content goes nowhere, wastes time, and drains the budget
Think verticals - discover why this is a game changer for your ABM campaigns
Tune in for #4 - this tip is perfect for targeting 250+ accounts and is the secret to building a strong pipeline with ABM…find out why!
Rita and Colby round up the conversation by talking best practices around 1:1 & 1:many account-based campaigns, the strategy for dynamic ads, the value of Google Search, thinking about the end-user, attribution, focusing on high-intent traffic, and where to start your next ABM campaign.
Tune in for the Real Talk and Real Results they’re seeing with ABM campaigns that are not too watered down.
Jump to Your Favorite Moments!
00.00 to 01.31 = Introduction and Background
01.32 to 02.40 = ABM's Essence and Execution
02.41 to 03.41 = Managing ABM Account Numbers
03.42 to 08.53 = Cross-Functional and Sales Development Representatives (SDRs) Involvement in ABM
8.54 to 14.55 = Budgeting for Different ABM Approaches
14.56 to 20.31 = Selecting Channels for One-to-One and One-to-Few ABM Campaigns
20.32 to 25.26 = Approaching Attribution in ABM Campaigns
25.27 to 28.10 = The Real Engagement in ABM
28.11 to 30.08 = The Role of Firmographic Scoring
30.09 to 32.21 = Measuring ABM Success and Attribution
32.22 to 34.53 = Final Takeaway
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👥 About the Show:
“The Real Talk Real Results” podcast is a podcast focused on guiding B2B marketers through the everyday challenges of building strategies, leading teams, and achieving tangible results. Nothing sugar-coated here, these are real experts discussing realistic solutions. In the dynamic landscape of B2B marketing, many follow, but few lead. The "Real Talk Real Results” is your Marketing North Star amidst the noise of everyday business conversations.
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