Creepy crochet and the power of ABM Humans Come First - The Marketing Podcast

We all want to be famous for our work, right? Get thousands of likes on every post. Have millions attend your webinars. Pick up awards for world-changing marketing. But, at the end of the day, if your activity is making you famous, but not affecting business results, something is going wrong. Most business decisions are made by one or a few key individuals in a company. So rather than marketing for reach, what happens when we flip the narrative and focus on the individuals?Account-based marketing, or ABM, recognises that a few key contacts are going to be those that make the difference between a yes, and a no when it comes to working together. An ABM strategy doesn’t bother with hitting the big numbers: it focuses on creating something far more meaningful: a proper relationship. In this episode, we explore our own experiences of ABM, what we’ve done well, and what we can do differently in the future.
Hosted on Acast. See acast.com/privacy for more information.