Award-winning ABM strategist shares his decade-long journey with ABM and advice for getting started or improving your programs. 

Joe Quinn, Senior Account-Based Marketing (ABM) Manager at Salesforce-Tableau and former ABM Leader at NI (National Instruments) has spent the past decade learning, inventing, measuring, and improving on all things ABM. Joe and his team at NI were recognized with an ABM Program of the Year award by the Flip my Funnel organization, and he's tasked with scaling ABM marketing efforts at Salesforce-Tableau.

Many companies may think they need to be doing ABM given how buzzy it is in our marketing world, but here are a few criteria Joe suggests using to assess whether or not your organization is ready for ABM:

• Are there dedicated sales resources to named accounts? Are those accounts tiered?
• Is executive leadership on board with ABM? 
• Is there a salesperson (or salespeople) willing to devote time and energy as a partner with marketing?
• Does the company recognize and support resource tradeoffs between volume-based lead generation versus strategic relationship development?

If all signs look positive, Joe suggests a multi-phase ABM framework with associated metrics, including account research and prioritization, content development, tailored tactical execution, and closed-loop reporting.

During the episode Joe shares some of his award-winning ABM tactics, including case study briefs, customized LinkedIn introductions from Account Managers, and contact acquisition. We also touch on the role of technology to help enhance, automate and measure ABM initiatives -- and when these should and should not integrate into the CRM or other platforms in use.

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