Account Based Beverages

In this episode of Account Based Beverages, host Jim Gilkey chats with Cory Nelson about ABM that goes far beyond paid media—think tight sales alignment, bespoke landing pages, and events that wow individual accounts.

Best Moments:(00:39) Cory’s main ABM advice: it’s not “advertising-based marketing”
(61:32) Introducing “alignment-based marketing” with leadership and sales teams
(118:18) Targeted plays: custom landing pages & events for specific accounts
(157:54) When ABM wins spark sales to lobby internally for more budget
(199:19) Beverage break: Cory’s pick—Nikka single-malt Japanese whisky

Guest Bio
Cory Nelson has spent over a decade marketing software to CPG and retail brands, launching ABM programs at three companies. Now Director of Marketing at Harmonya, he balances work with music production (often writing custom conference tracks) while keeping up with a toddler and two dogs.

Here are Steve Armenti's 5 tips for GTM alignment:

1. ask sales "who matches our 𝗜𝗗𝗘𝗔𝗟 𝗖𝗟𝗜𝗘𝗡𝗧 𝗣𝗥𝗢𝗙𝗜𝗟𝗘?" to ensure marketing's hypothesis matches the people that sales regularly encounters as leads of contacts

2. get sales' feedback on your 𝗕𝗨𝗬𝗘𝗥 𝗝𝗢𝗨𝗥𝗡𝗘𝗬 - agree on the way customers actually want to learn about and purchase your product

3. Share your 𝗨𝗡𝗜𝗤𝗨𝗘 𝗩𝗔𝗟𝗨𝗘 𝗣𝗥𝗢𝗣𝗢𝗦𝗜𝗧𝗜𝗢𝗡 with sales to determine if this is the way they actually tell our story and make sure all campaigns are written with this message

4. share marketing's 𝗖𝗢𝗡𝗧𝗘𝗡𝗧 𝗖𝗔𝗟𝗘𝗡𝗗𝗔𝗥 with sales, so that they can help promote big events, new content, or important social media posts

5. co-create 𝗦𝗛𝗔𝗥𝗘𝗗 𝗥𝗘𝗩𝗘𝗡𝗨𝗘 𝗚𝗢𝗔𝗟𝗦 to ensure everyone is guided by the same North Star

Many teams do a great job with these...in silos. The goal is not to reinvent the wheel with some complex methodology...it is to work together as one team.


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Mike Grinberg has discovered a way to market to accounts without actually targeting people in those accounts. Check out this episode of Account Based Beverages to learn how you can replicate this unused strategy with your marketing efforts!

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So what do you do when your goals keep increasing, your budget to hit those numbers keep decreasing, & your performance is sliding?

On this episode of Account Based Beverages, Samantha McKenna breaks down her mantra "Show Me You Know Me" into a step-by-step process that sales & marketing teams can follow to drive TRUE personalization.

What are the important pieces of the research process?How do you connect what you learned about them to your CTA?How can you get a buyer to open/click to even see your message?

In a world where tokens no longer capture attention & open rates on sales emails hover around 6%, it is VITAL to choose quality over quantity.

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Revenue is the end goal of marketing,but it sure isn't the point B (it's more like point Z)


Taylor Young, Head of ABM Strategy at Terminus, spends all of her time helping marketers get started with ABM or take their ABM to the next level.

She is SO well versed in this that she built step-by-step playbooks outlining how to get from A to Z...and this week, she's walking us through her process on Account Based Beverages.

Make sure you subscribe so you never miss an episode!

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