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Tactical Approach to Your ABM Strategy
Episode 3: Tactical Approach to Your ABM Strategy with Erik Kostelnik
We are at a point where digital account-based marketing is overloaded and creating diminishing returns. This means if you want to see results, you have to move into the offline space. ABM is a behemoth topic in sales and marketing and Erik Kostelnik joins us on the show today to help us tackle it. Erik is the Founder and CEO of Postal, an experienced marketing platform that helps companies drive brand loyalty, increase conversions, boost overall employee happiness, and improve customer health scores. Before Postal, Erik founded TextRecruit, served as the Head of Sales for Wrike, and was named Upstart 50 Inventor by Silicon Valley Business Journal in 2017. We kick our conversation off on the subject of the rise of sales-driven CEOs and hear about the lessons Erik took away from his extensive sales experience before Wrike and TextRecruit. From there, we take a deep dive into the world of ABM, hearing Erik weigh in on the need for an omnichannel approach and the services Postal offers as far as tactile and personalized offline strategies at scale. In this episode, Erik also gets into the fundamentals of a masterful ABM strategy, the huge increase in conversions Postal generates, the role of incentivizing, and a whole lot more, so be sure to catch this one!
Key Points From This Episode:
The services provided by Postal in the form of driving offline B2C engagement.
How Postal is helping do omnichannel marketing and sales at scale.
Surviving the pandemic and Erik’s approach to overcoming unexpected challenges.
The role of Erik’s background in sales and the shift to sales-focused CEOs.
Different understandings of what ABM means and how Erik defines it internally and externally.
Whether there are any businesses for whom ABM is less applicable.
A deep dive into how to use Postal for ABM and create custom strategies at scale.
The different buckets of offline and online sales engagement and how different integrated solutions will collapse into one in the future.
KPIs to look at to find out if an ABM strategy is working and what to tweak.
The challenge of finding the right tools and how good sales ops can help.
Recommendations for baseline tactics to get one’s feet wet in the world of ABM.
Getting away from thinking about ABM as gifting but rather as incentivizing.
The astounding conversion rates Postal sees and how incentivizing plays into this.
Final words from Erik about the need t
View all episodes
By Sales SamuraiEpisode 3: Tactical Approach to Your ABM Strategy with Erik Kostelnik
We are at a point where digital account-based marketing is overloaded and creating diminishing returns. This means if you want to see results, you have to move into the offline space. ABM is a behemoth topic in sales and marketing and Erik Kostelnik joins us on the show today to help us tackle it. Erik is the Founder and CEO of Postal, an experienced marketing platform that helps companies drive brand loyalty, increase conversions, boost overall employee happiness, and improve customer health scores. Before Postal, Erik founded TextRecruit, served as the Head of Sales for Wrike, and was named Upstart 50 Inventor by Silicon Valley Business Journal in 2017. We kick our conversation off on the subject of the rise of sales-driven CEOs and hear about the lessons Erik took away from his extensive sales experience before Wrike and TextRecruit. From there, we take a deep dive into the world of ABM, hearing Erik weigh in on the need for an omnichannel approach and the services Postal offers as far as tactile and personalized offline strategies at scale. In this episode, Erik also gets into the fundamentals of a masterful ABM strategy, the huge increase in conversions Postal generates, the role of incentivizing, and a whole lot more, so be sure to catch this one!
Key Points From This Episode:
The services provided by Postal in the form of driving offline B2C engagement.
How Postal is helping do omnichannel marketing and sales at scale.
Surviving the pandemic and Erik’s approach to overcoming unexpected challenges.
The role of Erik’s background in sales and the shift to sales-focused CEOs.
Different understandings of what ABM means and how Erik defines it internally and externally.
Whether there are any businesses for whom ABM is less applicable.
A deep dive into how to use Postal for ABM and create custom strategies at scale.
The different buckets of offline and online sales engagement and how different integrated solutions will collapse into one in the future.
KPIs to look at to find out if an ABM strategy is working and what to tweak.
The challenge of finding the right tools and how good sales ops can help.
Recommendations for baseline tactics to get one’s feet wet in the world of ABM.
Getting away from thinking about ABM as gifting but rather as incentivizing.
The astounding conversion rates Postal sees and how incentivizing plays into this.
Final words from Erik about the need t