TLDR:
In the show “Account-Based Beverages,” its host, Jim Gilkey, a senior account executive at Terminus, interviewed Jarred Young, SVP of Sales at Terminus. The topic of discussion was how sales leadership should think about Account-Based Marketing (ABM).
Takeaways:
1. ABM should be marketing-led and sales-supported. This is because marketers are great planners—they’re tactical—and sales activities on the signals marketing puts out as a result of those plans. Cohesion equals conversion.
2. Be able to integrate your ABM efforts into existing demand-gen strategies. It’s easy to overlook due to its simplicity.
3. Have a strategy but also know it will mature with experience. ABM is full-funnel. If a starting point is needed, marketers might try executing a marketing campaign set against existing customers, prioritizing upsell, cross-sell, or expansion for a product returning to the market.
Jim Gilkey, host of “Account-Based Beverages,” interviewed Jarred Young, SVP of Sales at Terminus.
The topic of discussion was how sales leadership should be thinking about ABM.
ABM: Marketing-Led, Sales-Supported
In starting the show, Gilkey asked Young for any ABM tips he had for the podcast’s audience. Young responded with three different sets of advice. To begin, he mentioned that ABM should be marketing-led and sales-supported.
Young elaborated on what he meant by mentioning that marketers can be very tactical, whether it’s messaging, field marketing, content, or beyond. By contrast, sales need to be ready to act on the signals marketing puts out as a result of those plans.
Summarizing his point, Young added, “When you have cohesion, you have conversion.”
Don’t Sleep On Demand-Gen and ABM Integration
In what was a natural segue, Young continued doling out tips for listeners by mentioning that ABM efforts should be integrated with demand-gen strategies. And it’s those same efforts that need to be “echoed throughout the organization.”
Young offered a thought experiment; he asked listeners to imagine they were running an ABM pilot program and brand awareness campaign at the same time. From an SEO keywords perspective, use top-converting keywords in contextual ad campaigns against target account lists.
In concluding this helpful hint, Young mentioned that while this may seem simple, it’s an example of how you can start building a more integrated strategy.
Give It Time
Nearing the end of the podcast, Young reassured marketers that they should have an ABM strategy, but also know that the strategy will mature over time with experience.
According to him, this is because ABM is full-funnel. If a starting point is needed, marketers might try executing a marketing campaign set against existing customers prioritizing upsell, cross-sell, or expansion for a product returning to the market.
This tactic also works for events.
Original Podcast from Spreaker 27 October 2022.
About Terminus
Terminus was founded in 2014 out of a need to empower marketers to drive revenue impact with true account-based marketing. As the ABM category creators, we are passionate about revitalizing the role of marketing as a revenue engine. Terminus is the ABM platform choice of 1,000+ marketing leaders globally who are in the relentless pursuit of outperformance.
About Account Based Beverages
Account Based Beverages – a show that is ACTIONABLE, to the POINT, & quenches your ABM thirst. Listen as Jim Gilkey hosts some of the brightest minds in B2B marketing to share their best piece of advice on Account Based Marketing in less than ten minutes.
