June 17, 2024

#150: ABM | What ABM Isn’t – Some Huge Misconceptions of ABM, and What Works in 2024 (with Christopher Rack)

51 minutes

Dave is joined by Christopher Rack, CEO of pharosIQ. Chris is a seasoned leader with a track record of driving remarkable growth. With experience spanning individual contributions to executive leadership, he's led four sales organizations to achieve 10x growth in just 2-3 years. His leadership ethos prioritizes building robust processes and fostering winning cultures rooted in a human-first approach.

They discuss

Why alignment between marketing and sales is critical for ABM success
How to prove the ROI of our ABM efforts
Executing ABM with minimal resources

Plus, they take burning questions live from hundreds of B2B marketers and answer them for you.

Timestamps

(00:00) - - Audience Interaction and Topic Relevance

(06:25) - - The Unpredictability of ABM Revenue

(09:53) - - The Nature of ABM: Strategy over Product

(11:22) - - ABM Misconceptions: Display Advertising vs. Targeting

(16:40) - - The Importance of Identifying the Right Target Account List

(20:53) - - One-to-One and One-to-Few Strategy

(22:43) - - Automation Tools and Direct Outreach for Revenue Generation

(26:44) - - Balancing ROI Expectations in Marketing Strategy

(32:10) - - Critical Questions for Evaluating Intent Data and Proving ABM Success

(36:03) - - Transitioning to ABM as Startup Sales and Marketing Teams Grow

(37:16) - - Aligning Sales and Marketing Efforts

(42:41) - - Re-engaging Churned Customers with Product Updates and Honest Feedback

(43:38) - - Effective Strategies for Re-engaging Churned Customers

(46:52) - - Evaluating Account-Based Marketing (ABM) Success"

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By Dave Gerhardt

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