Two years ago, I got an email forwarded from the head of our inside sales team from a company pitching an AI tool that could — in theory — replace Sales Development teams. The idea? …

Yes, it’s been a while. I could make excuses but…life just got in the way of my writing — but not of the ABM program at my company. Where are we in the Account Based Marketing journey? A few stats from the last 187 days: 45 accounts in our pilot…

This week’s assignment for our Account Development Reps: Fill out the ABM template. The Account-Based Marketing template is a list of about 15 questions that they will be completing for each target account. …

So enough pontificating on ABM, it’s time to begin. It’s ‘discovery week’ at ABM central (aka, the SDR pit in the office where i sit when I’m not in meetings or traveling). Here’s the plan for the week: We’ve got our list of accounts. Nine account reps in the pilot…

We all know how the marketing 2.0 story goes: bring in TOFL (Top Of Funnel Leads), as many as you can 2. segment them into groups with messaging relevant for different personas/ verticals / titles 3. nurture those groups and give leads a score for completing different engagements with your…

From my perspective, there are three phases of Account-Based Marketing: Predictability, Discovery and Targeting. Getting started with ABM required us to focus on just one of the three. We have a small “tiger team” on ABM and need to prove out some success before we bite off the whole enchilada…

Is account based marketing just the latest marketing buzzword, convincing the marketing herd to buy more software and do new kinds of campaigns? Sort of, and also, not really. After spending a couple of months reading here and here and here, this is what i gleaned account-based marketing actually is: …

Well, it’s not really day one, day one started six months ago when I read a #flipmyfunnel article on ABM and decided to convince a few people at my company to try it. Or, more accurately, decided to add a slide on ABM to my presentation at our company’s sales…