That Account-Based Marketing Episode


Account-Based Marketing trainer and practioner Robert Norum takes us through the opportunities and pitfalls  of one of the most talked-about, but not necessarily understood, frameworks in marketing.

Account-Based Marketing, or ABM, has been around for a long time, but that doesn’t mean it is well understood. So That Marketing Podcast spoke to Robert Norum, ABM practitioner and deliverer of B2B Marketing’s ABM Essentials course, to shed light on how ABM works, who it is for, and what it requires from both your Sales and Marketing teams to be a success.

  • Whether ABM can be suitable for every industry:

“The short answer is it could be, and it probably should be. If I look at my personal experience over the last eight years, ABM has definitely been driven by the technology sector. But there’s no question now that financial services, professional services, pharmaceutical manufacturing, the industries that are adopting ABM are expanding on an annual maybe even a monthly basis. If I look at my training for B2B Marketing, then the cross-section of companies attending that is definitely getting broader, by the session almost. So, I would say in principle, ABM is suitable for every industry.

  • How ABM needs proper coordination between Sales and Marketing:

Getting sales and marketing to be spending time together on a regular basis, to be understanding each other’s drivers, issues, pain points, etc, is pretty important. And a key part for me of the ABM process is actually cocreating the strategy in workshops or in facetoface sessions and cocreating the value proposition and messaging. So rather than it being a sort of virtual relay race, where marketing are handing off the baton to sales, it should be the two teams working together on the project on an extended basis.

  • What happens to an ABM approach when your lead changes jobs:

If somebody senior has bought into a programme and they leave, there’s always the risk that that could derail things, but I don’t think that affects ABM any more than it would do any other programme. If anything, I would say the whole thinking and approach to ABM is about creating insight, creating strategy, creating value propositions and messaging that are well documented, and that means that they can continue almost without the requirement for the same people.‘”

About the Speaker

Robert Norum

Robert has over 30 years experience in B2B marketing, working in publishing, client marketing, agencies and as an independent consultant. He has specialised in ABM for the last eight years working with Momentum ABM, Agent3 and most recently heading up the ABM practice at McDonald Butler Associates – working with some of the world’s largest companies to develop their ABM strategy and programmes.

Robert has delivered B2B Marketing’s ABM Essentials training course on a monthly basis for the last three years, training over 250 delegates, as well conducting private ABM courses for a number of organisations across EMEA. He now works as specialist ABM consultant for both clients and agencies and is also a regular ABM contributor and speaker at B2B Marketing events.

About the Presenter

WhatsApp Image 2020-01-24 at 11.11.00

‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting seminars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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