So, you’re an ABM marketer of a little fish in a sea of big fish.

A lot of people think that marketing a small to medium-sized B2B company in a market dominated by giants is all about awareness.

The problem is companies looking to hire a new player instead of an established one aren’t making that decision based on their awareness of your company.

They are asking themselves questions like:

“Do I have the confidence that this vendor has the capabilities of delivering what they say?” 

“If something goes wrong, will they help me or abuse the situation?”

“Are they trying to convince me to adopt something totally new or are they a better version of something I already believe in?”

This is especially true for large deals.

On this #TakeOverTuesday, Chris Engman CRO, CMO and lead investor at Proof Analytics joins the show to talk about:

• 4 big failures in ABM
• 2 key ways to win

Chris Engman is also an author of the amazing book Megadeals, a deep analysis of what goes into landing large, complex B2B deals.

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Ah, influencers. They seem so modern, right? As though spawned by LinkedIn and Instagram — or at least no further back than Myspace.

But influencers must go as far back as communication — the first humans who mastered that probably earned a loyal following and thousands. 

Maybe a bunch of supportive handprints under their cave-paintings. 

It may have looked different, but I’ll bet they did it the exact same way the greatest influencers do it now — empathy, understanding and knowing when to shut up and listen. 

These are the skills Bob Burg says any great influencer always needs.

Bestselling co-author of the Go-Giver Book series, Bob came on the show to talk about the latest in the series, “The Go-Giver Influencer,” which looks at what makes the greatest influencers become so influential. 

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Email marketing is a huge component of a campaign and when we let replies just drop, we lose the potential of future customers.

When we focus on reply marketing, we can essentially help our sales team gain more valuable information on the customer making the customer journey more specific. 

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We have a surprise for you:

Instead of our host, Sangram, interviewing someone, he was actually interviewed for a webinar called the 4 Steps to ABM Success. Sangram, and the webinar hosts, David Garrow and Justin Kitagawa, discussed the 4-step ABM process called TEAM.

And we brought you all the highlights right here.

The webinar was hosted by David Garrow, the Technology Content Strategist for HG DATA and Justin Kitagawa, Sr. Director of Product Marketing & Operations at HG DATA. 

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Question: If your company had 40 events per year instead of 1, would you improve as if you had 40 years worth of learning?

This question has to do with the benefits of an iterative approach which is one of the pillars of agile marketing.

There is a lot of confusion about what agile marketing is, and many dismiss it as just the latest buzzword.  But In this episode of #FlipMyFunnel, we’re joined by Jim Ewel, former Vice President of Marketing at Microsoft.

Jim unpacks why iterative, goal-aligned experimentation is a superior strategy to large expensive campaigns.

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Are you one of those people who just has to have the latest smartphone, even if the one you own is working just fine? 

Do you preorder it before you even read the specs only to find out 6 months later you didn’t use a single new feature? 

It’s okay; no judgments here... With a smartphone, it’s probably not a big deal.

But before you rush out to spend infinitely more on a shiny new tech stack for a transition into ABM, you probably should know what — and, more importantly, why — you’re buying.

Don’t worry, our latest #TakeoverTuesday episode of #FlipMyFunnel is going to help you figure it all out.  

Guest host Steve Watt speaks with David Chirakal, Senior Director, Marketing Technology & Operations at Quarry, about what you need to think about as you ready your tech stack for ABM success.

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At what point in life did you realize you really needed to start writing things down? 

We all eventually need to keep track of things, otherwise, they slip through the cracks. Writing the little things down helps. What we schedule happens.

So why don’t we do that with the big things, too? Our dreams, our goals — our vision. 

Our guest today, Michael Hyatt, CEO of Michael Hyatt & Company and New York Times bestselling author of “The Vision-Driven Leader,” says we should. 

His book covers all the ways we can shape ourselves into vision-driven leaders.

And the first step to accomplishing that vision?

Writing it down. In the present tense.

Vulnerability is not a weakness, as you may have been told. Vulnerability and self-awareness are actually keys to great leadership, especially in marketing, where a primary function is connection with people.

Getting to the heart of the matter -- a path far too many shy away from. But Not Andrea Neiman.

Andrea joined me on the #FlipMyFunnel podcast to tell about how vulnerability and self-awareness are powerful tools in marketing. Andrea is the Senior Manager of Marketing at NetLine Corporation, and has been a Product and/or Channel Marketing Manager at various companies, including Adobe, Logitech ,and others.

She came on the show to help us humanize B2B.

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A few years ago now, we joined with Heinz Marketing to release our annual State of ABM Survey Report. 

The report is based on a survey with 470 companies, and their best practices and biggest struggles with ABM, along with the results they’re seeing.

A few years ago, our CMO, Derek Slayton, joined with Matt Heinz and hosted a free webinar on the most critical insights from that report. We brought you the entire webinar right here.

(Oh, and for a free copy of the full 2018 State of ABM Report, click here.)

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According to my friend Allen Gannett, the CEO of TrackMaven, and one of the keynote speakers at the very first #FlipMyFunnel conference, anybody can be a genius. 

Allen has written a book called The Creative Curve, in which he explores the myth that we are born creative, and how you too can be a creative genius.

All it takes is a lot of hard work, a little luck, and what Allen calls “The 4 Laws of the Creative Curve.” 

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