Account-Based Marketing is generally well known if not always fully understood. In this podcast, Susan Hallam explains the theory and practice of its partner-in-crime, Account-Based Selling.
That Marketing Podcast looks under the lid of ABS, explaining what it is and how you can implement it in your own organisation:
The role of Marketing Automation in an ABS strategy:
“In terms of marketing automation, I can see what the client is interested in. The marketing automation can then respond with highly personalised next steps based on the activity that they undertook”
How the sales funnel changes when you embrace ABS:
“As we look at the funnel, I think the one change that marketers need to be making with that funnel is the addition of two additional phases: Maintain and Expand”
The biggest pitfall of ABS:
“Businesses will often fall into the trap of underestimating how much sustained, cross-department effort it’s going to take to make this be a success. I think sometimes people think using this kind of Account-Based Selling is as simple as setting it up and letting it run. But that’s not the case. It’s going to need ongoing planning.”
All of the resources mentioned in the conversation can be found here.
