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Beyond the ABM Platform: Unlocking the True Power of ABX with Greg Acquavella
Manage episode 427012872 series 3583101
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In this episode, Mark Bliss and Greg Acquavella discuss the key components of a successful Account-Based Marketing (ABM) campaign. They emphasize the importance of understanding the value of a sales rep's time and providing them with valuable information. They also highlight the need for clear leadership buy-in and a solid understanding of the target audience. Other key components include analyzing CRM data, establishing feedback loops, and having a field marketing budget. They also discuss the role of ABM platforms and share their biggest failures in implementing ABM.
章节
1. Introduction to ABM and Greg Acquavella (00:00:00)
2. Creative ABM Campaigns and the Power of Intent Data (00:02:32)
3. ABM for Enterprise and Smaller Deals (00:07:42)
4. ABM for Customer Expansion and Churn Reduction (00:09:44)
5. The Evolution of Intent Data (00:13:14)
6. Building a Strong Relationship Between Marketing and Sales (00:24:08)
7. Leadership Buy-In and Justification (00:31:14)
8. Analyzing Customer Data for Targeted Campaigns (00:32:44)
9. Establishing Feedback Loops for Success (00:35:38)
10. Lessons Learned from ABM Failures (00:43:52)
11. Advice for Struggling ABM Programs (00:49:02)
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