Everything You Need to Know About ABM and What to Expect

WEBVTT 1 00:00:05.040 --> 00:00:09.770 welcome back to be to be growth. It's February 1st, and I am so excited to 2 00:00:09.770 --> 00:00:14.900 kick off this month because we're doing our first ever bi monthly deep dive. 3 00:00:14.910 --> 00:00:21.990 And this month it's all about a B m, a k a. Account based marketing, a k a b 4 00:00:21.990 --> 00:00:26.650 two b marketing. Actually, maybe not so much on that one. But maybe we'll find 5 00:00:26.650 --> 00:00:33.120 out. As you know, I'm a marketer who is still fairly new to the B two B 6 00:00:33.130 --> 00:00:37.110 marketing world. I've been in B two C a long time I've been a nonprofit. I've 7 00:00:37.110 --> 00:00:41.810 done a lot of marketing across quite a few different verticals across many 8 00:00:41.810 --> 00:00:45.150 different channels. I've done a lot of digital marketing. I mean, I'm a 9 00:00:45.160 --> 00:00:49.320 millennial. I mean, we kind of grew up with Facebook, right? So I've done ah 10 00:00:49.320 --> 00:00:54.080 lot of marketing, but B two b is still new to me, and I am on my own journey 11 00:00:54.080 --> 00:00:59.030 to figure out what works best with B two B. I'm not new to lead generation 12 00:00:59.030 --> 00:01:02.090 and inbound marketing content and all that kind of stuff, but let's be honest. 13 00:01:02.090 --> 00:01:06.590 B two B has a bit of a different flavor. It's definitely has some things that 14 00:01:06.590 --> 00:01:12.610 are going for it that make it a lot easier than B two c nonprofit BTG like 15 00:01:12.620 --> 00:01:14.970 It's definitely got things going forward and it's favor. But there's 16 00:01:14.970 --> 00:01:20.090 some things that are particularly more difficult, as you know, and on. My 17 00:01:20.090 --> 00:01:24.120 journey this year is I learned how toe Master B two b marketing, or at least 18 00:01:24.120 --> 00:01:28.420 become a competent B two b market. Er, the first deep dive we wanted to do is 19 00:01:28.430 --> 00:01:33.620 in a B M. Here's a couple of reasons why we chose this subject. First one, 20 00:01:33.630 --> 00:01:38.480 it's distinctly be to be like the You ain't doing this kind of marketing and 21 00:01:38.480 --> 00:01:42.090 B to C. You're definitely not doing a nonprofit, maybe BTG. I could see a 22 00:01:42.090 --> 00:01:46.780 play for a B M for, but let's be honest. It's it's It's pretty much invented for 23 00:01:46.780 --> 00:01:51.670 B two B. This is like is B two B as a marketing strategy can get. So that's 24 00:01:51.670 --> 00:01:55.520 one reason to Is it just? Gosh, the model just makes so much sense. I'm 25 00:01:55.520 --> 00:01:59.080 used to working in the B two C model, where you're just going wide and just 26 00:01:59.080 --> 00:02:02.600 hoping for the best. You know, you're tryingto it's like sifting for gold in 27 00:02:02.600 --> 00:02:06.310 a pan. You got to get a lot of dirt in there to get some nuggets. And this one 28 00:02:06.310 --> 00:02:09.919 just flipping it and making it. So you're going Just going, Let's almost 29 00:02:09.919 --> 00:02:13.010 like a metal detector. You're just going for it and looking for the spots 30 00:02:13.010 --> 00:02:16.970 in the gold that might be 8 ft deep. But you know exactly where to dig. Gosh, 31 00:02:16.970 --> 00:02:20.230 that model just makes a lot of sense to me, and I don't really know how to do 32 00:02:20.230 --> 00:02:23.360 it. Well, and that's part of my third point is, I don't understand it. Well, 33 00:02:23.440 --> 00:02:26.970 um, but I would like to like, Yes, please. It looks like it's a freaking 34 00:02:26.970 --> 00:02:30.120 amazing. So let's dive deep into that. So that's why we're doing this one 35 00:02:30.120 --> 00:02:35.790 first. Josh, what do you think is the most irritating thing for B two B 36 00:02:35.790 --> 00:02:39.200 buyers right now? Man? Logan, I love talking to you about this. You know 37 00:02:39.200 --> 00:02:44.000 that the number one challenge right now is that many customer facing teams in 38 00:02:44.000 --> 00:02:48.740 the B two B space right now are forcing their potential buyers too, by the way 39 00:02:48.750 --> 00:02:52.000 that they want to sell. Buyers don't wanna buy that way right now. they 40 00:02:52.000 --> 00:02:56.710 wanna by the way they want to buy. We need to enable those buyers. We call 41 00:02:56.710 --> 00:03:00.860 this buyer enablement at sales reach. We need to enable those buyers to make 42 00:03:00.860 --> 00:03:04.910 better decisions quicker in a comfortable environment that's more 43 00:03:04.910 --> 00:03:08.610 personalized for them to move forward with that process. Dude, that's awesome. 44 00:03:08.610 --> 00:03:12.170 I couldn't agree more. Since I've been using sales reach in my own sales 45 00:03:12.170 --> 00:03:16.670 process, it's allowed me to really enable the buyer to move more quickly 46 00:03:16.670 --> 00:03:20.270 in really two ways. One, they don't have to download a bunch of attachments. 47 00:03:20.270 --> 00:03:24.490 Aiken send them toe one page with the proposal. Case studies Different 48 00:03:24.490 --> 00:03:28.240 resource is because, let's face it, the proposal is just one part of the sales 49 00:03:28.240 --> 00:03:32.380 conversation and probably on Lee one sales enablement piece of content that 50 00:03:32.380 --> 00:03:36.410 you're sending so it makes it easier on them. And then the other thing is, you 51 00:03:36.410 --> 00:03:39.880 know, we're selling to our champions, and then we're making them have to re 52 00:03:39.880 --> 00:03:43.470 give our pitch to the entire buying committee. So one thing I do is put a 53 00:03:43.470 --> 00:03:47.760 custom 2 to 3 minute video on the top of my sales reach page that says, Hey, 54 00:03:47.760 --> 00:03:50.830 here's all the resource is tie it back to the conversation. Here's the 55 00:03:50.830 --> 00:03:54.280 proposal. Let me know if you have any questions, and it allows me to give a 56 00:03:54.280 --> 00:03:57.630 little bit of kind of a mini pitch to the rest of the buying committee. 57 00:03:57.640 --> 00:04:01.520 Introduce myself, which helps me build trust and credibility and helps the 58 00:04:01.520 --> 00:04:06.350 buyer not have to repeat the entire pitch from scratch. So if anybody is 59 00:04:06.350 --> 00:04:09.580 looking to do the same thing in their own sales process, I'd highly suggest 60 00:04:09.580 --> 00:04:12.830 they reach out to you and the team over its sales. Reach for anybody listening. 61 00:04:12.830 --> 00:04:18.690 Just go to sales reach dot io to talk to Josh and the team. The fourth on the 62 00:04:18.690 --> 00:04:22.240 list is that I'm just determined Aziz much about it as I can because we're 63 00:04:22.240 --> 00:04:26.200 already doing it, um, to a large degree for sweet fish media and I wanna learn 64 00:04:26.200 --> 00:04:28.870 how to do it better, don't you? Isn't that why you're listening to the show 65 00:04:28.870 --> 00:04:32.360 right now? Is so that you could learn how to do things better. Shoot me too. 66 00:04:32.440 --> 00:04:36.650 So join me on the journey. We're gonna figure it out together. And fifth. 67 00:04:36.660 --> 00:04:40.740 Lastly, the reason why I'm doing a B M first is because I've heard about it. 68 00:04:40.740 --> 00:04:44.930 Talked a lot on LinkedIn. I've seen the conversation out there. It seems like a 69 00:04:44.930 --> 00:04:49.190 lot of people are getting into it thinking about it. Um, but it doesn't 70 00:04:49.190 --> 00:04:52.110 look so easy to get started with. So because I'm feeling like a lot of 71 00:04:52.110 --> 00:04:55.230 people want to learn more about it, just based on my observations on what's 72 00:04:55.230 --> 00:04:57.850 going on out there and just conversations I've had with other B two 73 00:04:57.850 --> 00:05:02.940 b marketers that it would be something that is relevant to all of you as you 74 00:05:02.940 --> 00:05:05.760 join me on the journey. The main question that I'm gonna be exploring 75 00:05:05.760 --> 00:05:10.560 for this month and I'm you can expect to hear from me, um, in some degree 76 00:05:10.560 --> 00:05:14.820 about this topic every single day for the month of February, maybe even 77 00:05:14.820 --> 00:05:19.280 dipping into march. I'm gonna be exploring what it takes to run a 78 00:05:19.280 --> 00:05:23.620 successful A B M campaign. And specifically, I'm trying to look for 79 00:05:23.630 --> 00:05:28.840 what is a B M look like when it's good, better and best. Okay, because you can. 80 00:05:28.850 --> 00:05:32.630 I mean, I've heard stories like you could like to do a B M. Well, you need 81 00:05:32.630 --> 00:05:35.830 to spend hundreds of thousands of dollars to do it. And while that's true, 82 00:05:35.830 --> 00:05:39.390 you can spend a lot of money doing it. Be very profitable at it. Don't get me 83 00:05:39.390 --> 00:05:43.920 wrong. Sometimes the tools are worth it. You can also do it very minimally, very 84 00:05:43.920 --> 00:05:47.230 cheaply, without spending a ton of money on it and still do it remarkably 85 00:05:47.230 --> 00:05:52.500 well. So what are the varying degrees, account based marketing and what? How 86 00:05:52.500 --> 00:05:56.390 can we get started with it? Um, this month? How can we get started with it 87 00:05:56.390 --> 00:06:00.090 today? That's what I want to explore. I want to see what it takes to look to 88 00:06:00.090 --> 00:06:04.780 run a successful A B M campaign at a good, A better and the best situation 89 00:06:04.780 --> 00:06:08.520 I'll be touching back in with you guys. Just solo episodes like this is I get 90 00:06:08.520 --> 00:06:11.300 insights from the books that I'm reading, which I'll be sharing with you 91 00:06:11.310 --> 00:06:14.660 and from the thought leaders and the practitioners that I'll be talking 92 00:06:14.740 --> 00:06:18.230 about. I'll be coming back with some solo episodes to just fill in some of 93 00:06:18.230 --> 00:06:22.310 the gaps on. But at least explain a little bit. The insights that I'm 94 00:06:22.310 --> 00:06:25.570 getting and partly what I'm finding to put in place that sweet fish media is 95 00:06:25.570 --> 00:06:30.280 I've heard from people over this show. So again, I'm so stoked. That is, 96 00:06:30.280 --> 00:06:34.410 February 1st to finally kick this thing off. Thanks for listening. And I look 97 00:06:34.410 --> 00:06:39.820 forward to talking with you guys tomorrow with our first guest toe. 98 00:06:39.820 --> 00:06:45.340 Learn about this topic of account based marketing. One of the things we've 99 00:06:45.340 --> 00:06:49.970 learned about podcast audience growth is that word of mouth works. It works 100 00:06:49.970 --> 00:06:53.660 really, really well, actually. So if you love this show, it would be awesome 101 00:06:53.660 --> 00:06:57.760 if you texted a friend to tell them about it. And if you send me a text 102 00:06:57.760 --> 00:07:02.120 with a screenshot of the text you sent to your friend Meta I know I'll send 103 00:07:02.120 --> 00:07:05.640 you a copy of my book content based networking. How to instantly connect 104 00:07:05.650 --> 00:07:12.890 with anyone you want to know. My cell phone number is 407490332 eight. Happy 105 00:07:12.890 --> 00:07:13.350 texting