#150: ABM | What ABM Isn’t – Some Huge Misconceptions of ABM, and What Works in 2024 (with Christopher Rack)

Exit Five: B2B Marketing with Dave Gerhardt

Dave is joined by Christopher Rack, CEO of pharosIQ. Chris is a seasoned leader with a track record of driving remarkable growth. With experience spanning individual contributions to executive leadership, he's led four sales organizations to achieve 10x growth in just 2-3 years. His leadership ethos prioritizes building robust processes and fostering winning cultures rooted in a human-first approach.

They discuss

• Why alignment between marketing and sales is critical for ABM success
• How to prove the ROI of our ABM efforts
• Executing ABM with minimal resources

Plus, they take burning questions live from hundreds of B2B marketers and answer them for you.

Timestamps

• (00:00) - - Audience Interaction and Topic Relevance
• (06:04) - - The Unpredictability of ABM Revenue
• (09:32) - - The Nature of ABM: Strategy over Product
• (11:01) - - ABM Misconceptions: Display Advertising vs. Targeting
• (16:19) - - The Importance of Identifying the Right Target Account List
• (20:32) - - One-to-One and One-to-Few Strategy
• (22:22) - - Automation Tools and Direct Outreach for Revenue Generation
• (27:29) - - Balancing ROI Expectations in Marketing Strategy
• (32:55) - - Critical Questions for Evaluating Intent Data and Proving ABM Success
• (36:48) - - Transitioning to ABM as Startup Sales and Marketing Teams Grow
• (38:01) - - Aligning Sales and Marketing Efforts
• (43:26) - - Re-engaging Churned Customers with Product Updates and Honest Feedback
• (44:23) - - Effective Strategies for Re-engaging Churned Customers
• (47:37) - - Evaluating Account-Based Marketing (ABM) Success"

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