That Account-Based Selling Episode

THAT MARKETING PODCAST •
EPISODE 02

Digital marketing veteran Susan Hallam introduces Account-Based Marketing’s lesser-known cousin, Account-Based Selling.

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 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 under-estimating 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.

About the Speaker

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With more than 30 years’ experience working in the digital industry, Susan Hallam is a leading influencer and a thought leader who inspires businesses to greater success through digital engagement.

She is Founder/CEO of Hallam, one of the UK’s leading digital agencies. As Chair of the Board of Nottingham’s Creative Quarter, Susan is committed to the growth of the city’s creative economy, and developing Nottingham’s reputation as a great place to live, learn, work, and invest.

Susan was awarded an MBE for services to entrepreneurship and innovation in the Queen’s Honours 2018. Susan was also named a BIMA 100 CEO & Leaders and was made a Fellow of the Institute of Direct Marketing. She is also chartered member of CIM and CILIP.

Formerly a Senior Lecturer at Nottingham Trent University, Susan also held senior digital marketing roles at BT and Capital One before establishing Hallam Internet in 1999.

About the Presenter

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‘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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