The ABM Podcast

Successful ABM campaigns aren't easy. They rely on the right data and targeting. Given the high investment around these campaigns, it's also essential to be ultra precise with your strategy personas. Automation presents another challenge because you want to take personalization to the next level.

Still, one 100-year-old company just pulled off an ABM campaign with remarkable results.

In this episode of The ABM Podcast, Rachael McBrearty, chief customer officer at LeanData, joins Brandon as co-host. They talk with Karin Holmgren, senior manager, global marketing operations, and Vina G, demand generation senior manager, global e-commerce at Pitney Bowes.

Rachel, Brandon, and their guests discuss:

People quit on ABM when it gets tough. They know their old way got fewer results, but it's easier. 

True, ABM is no piece of cake, but it's not rocket science, either. And employing certain ABM tools and processes can help you create a sustainable, repeatable, and predictable pipeline. 

In this episode of The ABM Podcast, Matt Heinz, President of Heinz Marketing, talks with Brandon about the foundational tools you need to build that predictable pipeline.

Brandon and Matt discuss:

• How to create an ABM culture
• Who drives the ABM culture change
• Success indicators for an ABM pilot
• Why people give up on ABM too soon and how they can get ahead of failure

Check out these resources we mentioned during the podcast:

Selling the Value of ABM in Your Organization

The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.

With everybody working from home these days, our email boxes are more cluttered than ever. 

From sales pitches to follow ups, to those obnoxious reply-all emails that drive us all crazy, it’s clear that nobody wants more emails. Which begs the questions, how do you do outbound account-based marketing when email is a last resort? 

On this episode of The ABM Podcast, we’re talking to Jesse Walsh and Alon Waks about video and it’s role in ABM. What is the first step in getting started? How do you incorporate video into your outbound marketing efforts? What sort of fancy equipment do you need? 

They’re experts in their fields, and were on the podcast to talk about, among other things: 

• Why video is no longer a “nice to have” but is now a “must.” 
• The dangers of overusing video
• What to do with customers who don't’ watch your videos
• Why you should never let perfect be the enemy of progress

The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.

When face-to-face conversations became difficult due to COVID, the magic of ABM had to happen on social media. Twitter, Facebook, and especially LinkedIn became hives of business conversation online. 

In this episode of The ABM Podcast, Steve Watt, VP Marketing at Grapevine6, talks with Brandon about how to do ABM on social media during the pandemic and beyond.

Brandon and Steve discuss:

• Who Steve is and what Grapevine6 is doing
• What people get wrong about ABM
• How ABM fuels inbound marketing
• The role branding plays in ABM
• Where marketing leaders can get started doing ABM on social platforms

The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Right now, your company needs a three-fold focus with your existing customers:

• Are they happy?
• Are they nurtured?
• Are they feeling the love?

With that in mind, how can you align ABM with customer marketing to feed into demand generation activities as well? In this episode of The ABM Podcast, Melissa Alonso, Director, Global Account Based Marketing at Qlik, and Colleen Goldblatt, Senior Manager, Global Strategic Marketing at Qlik, talk with Chrstine about how to align ABM with customer marketing.

Christine, Melissa, and Colleen discuss:

• How to make data insightful and actionable
• What the Qlik Infusion Program is
• Where marketing and ABM align operationally
• The places the data is leading us in ABM

The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Sales and marketing are working in sync? ✔️

The CRM appreciates data? ✔️

Our company owns and knows how to use an automation tool? ✔️

If you can check off the above questions, your company might be ready for Account-Based Marketing (ABM). In this episode of The ABM Podcast, Alex Moore, senior partner, marketing and technology at Stratagon, and Bobby Narang, EVP and co-founder at Opensense, talk with Brandon about how to know if your company is really ready to launch ABM.

Brandon, Alex, and Bobby discuss:

• The tech and tools a company needs to get started in ABM
• Subtle signs that sales and marketing are not aligned
• How not to get duped when buying ABM software for your company
• How to measure account penetration

The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Last year, Refinitiv built a nine-person ABM team dedicated to supporting their account team with 1:1, 1:few and 1:many marketing.  One of their most important initiatives included launching a 1:1 destination for key customer accounts to ensure Refinitiv increased its revenue, reputation and relationships with each customer through truly meaningful personalization.

In this episode of The ABM Podcast, Jessica Krieger, ABM manager at Refinitiv, and Cassandra Jowett, senior director of marketing at PathFactory, share how Refinitiv is using ABM to strengthen relationships with key customer accounts.

Christine, Jessica, and Cassandra discuss:

• How Refinitive aligned its ABM team toward a new product
• Defining success metrics when using ABM in customer marketing
• Personalization vs. scalability
• Words of advice for B2B marketers facing challenging times

The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.

ABM does not start with technology. It starts with asking two questions: 

1. Who are we going to chase? 
2. What are we going to deliver when we get there?

You can use the digital signals available in marketing technology to create scalable one-on-one experiences with your customers.

In this episode of The ABM Podcast, Austin Martin, Account Based Marketing Program Manager at Zoom Video Communications, and Nick Runyan, CMO at PFL, share more about how to kick off ABM successfully.

Christine, Austin, and Nick discuss:

• What ABM practices changed under COVID?
• What does your client expect your sales process to look like after an ABM campaign?
• What is ABM's next frontier?

The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Just five months ago, no pandemic had shut us down. You could still shake hands with friends and shop without a mask on. You could also do marketing and sales the same way you'd been doing them for the past eight years.

Then COVID happened.

For the first three-and-a-half months of the pandemic, your company probably found itself in the stabilization phase, just doing emergency management. Now, however, it's time to move into reinvention.

In this episode of The ABM Podcast, Craig Rosenberg, co-founder and chief analyst at TOPO, 

talks about stabilizing, reinventing, and growing your business during the pandemic.

Brandon and Craig discuss:

• What Craig and his merry band of analysts are seeing in the market right now
• Why COVID-19 is giving many businesses a much-needed chance to reinvent themselves
• The two weird, paradoxical things happening in ABM
• Where Craig sees the future of ABM and B2B marketing going

The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.

You work with humans.

If you didn't know that before, you do after seeing kids popping into Zoom meetings and pets going crazy in the background over the last few months.

Don't worry, though. The enforced work-from-home situation is simply accelerating the trend toward authenticity in the workplace.

The trouble is, a lot of us don't know how to be our own authentic self at work while still being a professional. We need coaches to help us do that.

In this episode of The ABM Podcast, Kate McKay, executive coach at Inside Us, gives us half an hour of top-shelf business and marketing coaching.

Christine and Kate discuss:

• Why COVID-19 is helping accelerate the trend toward authenticity at work
• How to add value and make yourself indispensable at work beyond your marketing or sales role
• What to do to demonstrate your value to hiring managers if you're in the job market now

The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.