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84: Why an Account Based Marketing Strategy in B2B is Successful

Jun 22, 2018

Jon Miller, founder and CEO of Engagio, has found success with an account based marketing strategy for his company. On this episode of Renegade Thinkers Unite, he explains what account-based marketing is and why it can change the way you approach prospective clients.

He also shares practical ways you can authentically relate to company CEOs and why account-based marketing strategies are a business process, not a tech stack tool.

This conversation is sure to educate and inspire, so be sure to listen!

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What You’ll Learn

  • [1:14] Jon’s Renegade Rapid Fire segment
  • [10:39] What is ABM and why should you consider this strategy?
  • [15:10] How Jon is using ABM in practical ways at Engagio
  • [21:45] People respond to the human touch in account-based marketing strategy
  • [27:32] ABM is a business process, not a tech stack tool
  • [29:26] Jon’s “two do’s and one don’t” for marketers interested in ABM

Why choose an account-based marketing strategy?

Jon describes account-based marketing (ABM) as fishing with a spear vs. fishing with a widely cast net. It’s about identifying which accounts are most likely to work with your company, then putting more energy and resources into securing those accounts. B2B marketing environments are noisy and competitive, and ABM strategies allow you to stand out from the masses and attract the best clients with the highest ROI opportunities.

People seek authentic connection - that’s why they respond to the human touch in ABM

True account-based marketing strategies are multidimensional and go deeper than superficial attraction. CEOs are open to ABM strategies because they’re human and they want to work with people who truly understand them. Jon and his team at Engagio have a 26% meeting rate and a 60% human reply rate, simply because they’re not afraid to personally reach out to every prospect.

Practical ways to implement an account-based marketing strategy into your B2B company

An account-based marketing strategy can be implemented within your company in 3 steps: identify a CEO/company target, assign a team member to interact with them, and personalize your tactics for that specific target. Using face-to-face meetings as much as possible, targeted direct mailings and engaging emails are all useful when starting an ABM approach.

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