How ABM Can Accomplish Multiple Objectives

WEBVTT 1 00:00:02.540 --> 00:00:02.740 Yeah. 2 00:00:05.440 --> 00:00:09.410 Hey everybody Logan with sweet fish here. First of all, whether you are a 3 00:00:09.420 --> 00:00:13.170 regular subscriber of GDP growth or new to the show. Thank you so much for 4 00:00:13.170 --> 00:00:18.230 hitting play on this episode, a little bit about what to expect. Over the next 5 00:00:18.230 --> 00:00:21.350 several weeks we're going to be replaying some of our best episodes 6 00:00:21.350 --> 00:00:26.060 from a deep dive we did earlier this year, all about a B. M. Or account 7 00:00:26.060 --> 00:00:30.030 based marketing. If you are new to be to be or you're trying to get your A B. 8 00:00:30.030 --> 00:00:34.550 M. Efforts off the ground or really gain some traction in what you've 9 00:00:34.550 --> 00:00:38.860 started to do with a B. M. Within your organization. You are going to love 10 00:00:38.870 --> 00:00:42.440 these episodes. So over the next several weeks, expect to see two 11 00:00:42.440 --> 00:00:47.230 episodes a week here in your bdb growth feed and they will all be focused 12 00:00:47.240 --> 00:00:51.830 around a B. M. From our account based marketing. Deep dive. All right, let's 13 00:00:51.830 --> 00:00:52.860 get into the episode. 14 00:00:55.340 --> 00:00:59.490 I'm dan Sanchez with Sweet fish Media. And today it's another solo episode for 15 00:00:59.490 --> 00:01:03.570 me bringing another account based marketing resource to you at least a 16 00:01:03.570 --> 00:01:07.680 review from a fantastic book that I just finished reading called account 17 00:01:07.680 --> 00:01:12.130 based marketing, How to target and engage the companies that will grow 18 00:01:12.140 --> 00:01:16.170 your revenue. And honestly this this was a great book. This is actually a 19 00:01:16.170 --> 00:01:22.320 book by chris Golic peter isaacson and Jessica. Few lists who are all part of 20 00:01:22.320 --> 00:01:27.160 demand base. This is the demand base book. This is their key book that they 21 00:01:27.170 --> 00:01:30.440 send to their accounts about how to do account based marketing and I found a 22 00:01:30.440 --> 00:01:34.460 few things really interesting about this book in one major takeaway. So I 23 00:01:34.460 --> 00:01:38.900 have one major takeaway and a few few nuggets for you with this book that I 24 00:01:38.900 --> 00:01:41.810 will, I will save you from reading the book. But if you like what you hear, 25 00:01:41.810 --> 00:01:45.730 definitely go and buy the book, it's worth listening to or reading. But in 26 00:01:45.730 --> 00:01:48.910 case you are trying to save some time, let me just skip to some of the good 27 00:01:48.910 --> 00:01:53.150 parts that I underlined that I found the most insightful, especially now 28 00:01:53.150 --> 00:01:57.100 that I've covered a variety of A BM topics and I still found some things 29 00:01:57.100 --> 00:02:02.560 that I had never seen before in this book. So, first, Who is this book for? 30 00:02:02.570 --> 00:02:06.820 Because of demand base and the type of clients they target. I found that this 31 00:02:06.820 --> 00:02:10.919 book is actually probably best for enterprise level companies because 32 00:02:10.919 --> 00:02:14.750 let's be honest, that's who demand base is going after is the Big Dogs. In fact, 33 00:02:14.750 --> 00:02:20.200 this whole book really like 90% of it is specifically how to run, it should 34 00:02:20.200 --> 00:02:25.240 be renamed to how to run your first a B. M. Pilot right? It literally 90% of 35 00:02:25.240 --> 00:02:29.630 this book, Most of this book is about how to build an A B. M. Pilot program, 36 00:02:29.640 --> 00:02:32.970 but it doesn't really feel like a pilot program. To me, it feels like a really 37 00:02:32.970 --> 00:02:38.900 thorough full A B. M. Campaign because of how thorough it is. But again, you 38 00:02:38.900 --> 00:02:43.250 have to remember that they're targeting the biggest companies. So even a good 39 00:02:43.260 --> 00:02:48.600 well, like a worthy pilot and an enterprise level company takes a ton of 40 00:02:48.600 --> 00:02:53.680 orchestration, a ton of collaboration around targeting the accounts and 41 00:02:53.680 --> 00:02:57.570 running the campaigns and sinking up with sales. It is a ton of work in 42 00:02:57.570 --> 00:03:00.710 order to move an aircraft carrier, right? And these big companies or 43 00:03:00.710 --> 00:03:03.570 aircraft carriers, it takes a lot of coordination to even coordinate a 44 00:03:03.570 --> 00:03:07.110 successful pilot to see if account-based marketing is actually 45 00:03:07.110 --> 00:03:11.300 worth it. So just know that if you get this book, it is actually mostly about 46 00:03:11.300 --> 00:03:14.520 how to run a successful pilot in the last 10%. Like, oh, how to scale it 47 00:03:14.520 --> 00:03:17.670 with technology, right? It's kind of nice that they don't like sell you on 48 00:03:17.670 --> 00:03:21.000 tech like the whole time. It's not like, hey, you can, you can't do this without 49 00:03:21.000 --> 00:03:25.090 tech or it like lays out account based marketing for you, at least what a good 50 00:03:25.090 --> 00:03:28.980 test would be without heavy technology involvement. Right? To show you that, 51 00:03:28.980 --> 00:03:32.760 hey, this is possible without the tech. But of course we are going to sell you 52 00:03:32.760 --> 00:03:36.160 check at the end because that's why they wrote the book. No shame in that 53 00:03:36.170 --> 00:03:38.840 for marketers, right? Our market is talking to marketers, we get, you got 54 00:03:38.840 --> 00:03:44.230 to throw the right hook sometime. Hey, everybody Logan with sweet fish here. 55 00:03:44.240 --> 00:03:47.360 If you've been listening to the show for a while. You know, we're big 56 00:03:47.360 --> 00:03:51.750 proponents of putting out original organic content on linked in. But one 57 00:03:51.750 --> 00:03:55.920 thing that's always been a struggle for a team like ours is to easily track the 58 00:03:55.920 --> 00:03:59.680 reach of that linked in content. That's why I was really excited when I heard 59 00:03:59.680 --> 00:04:03.600 about Shield the other day from a connection on you guessed it linked in 60 00:04:03.610 --> 00:04:08.490 since our team started using Shield, I've loved how it's led us easily track 61 00:04:08.500 --> 00:04:12.410 and analyze the performance of Arlington content without having to 62 00:04:12.410 --> 00:04:16.260 manually log it ourselves. It automatically creates reports and 63 00:04:16.260 --> 00:04:19.860 generate some dashboards that are incredibly useful to see things like 64 00:04:19.940 --> 00:04:23.340 what contents been performing the best and what days of the week are we 65 00:04:23.340 --> 00:04:27.740 getting the most engagement And our average views proposed. I highly 66 00:04:27.740 --> 00:04:31.430 suggest you guys check out this tool if you're putting out content on linked in 67 00:04:31.440 --> 00:04:35.530 and if you're not, you should be. It's been a game changer for us. If you go 68 00:04:35.530 --> 00:04:40.770 to Shield app dot Ai and check out the 10 day free trial, you can even use our 69 00:04:40.770 --> 00:04:47.110 promo code B, two B growth to get a 25% discount again. That's shield app dot 70 00:04:47.120 --> 00:04:53.270 Ai. And that promo code is b the number to be growth. All one word. All right, 71 00:04:53.280 --> 00:04:59.400 let's get back to the show. So, let's get into some of the nuggets that I 72 00:04:59.400 --> 00:05:02.560 really loved about this book. Here's a few pieces and then I'll get into the 73 00:05:02.560 --> 00:05:08.040 one biggest takeaway that I'll tease in the title. I'm sure in the book, I 74 00:05:08.040 --> 00:05:12.300 found that they identified the one too few. We talked about that there's 75 00:05:12.300 --> 00:05:16.860 different levels of engagement. Right? There is one too many. One too few and 76 00:05:16.860 --> 00:05:22.300 1 to 1 they specified one too few B 5 to 15 accounts. Which just sounded 77 00:05:22.300 --> 00:05:25.210 really good to me. I was like yeah you know what I never even thought about 78 00:05:25.210 --> 00:05:29.270 like if you're targeting a cluster of accounts and you don't you don't want 79 00:05:29.270 --> 00:05:33.680 to invest the amount of money to go 1 to 1 yet but you want to you want to 80 00:05:33.680 --> 00:05:37.940 pull them out a little farther than the one too many about introducing them to 81 00:05:37.940 --> 00:05:41.670 the company. But you want to target them different. Maybe you take uh in 82 00:05:41.670 --> 00:05:46.110 our case maybe I could take since we target B two B SAs cos I could take 5 83 00:05:46.110 --> 00:05:52.390 to 15 Fintech BtB SAs companies and customize the target towards them. 5 to 84 00:05:52.390 --> 00:05:56.640 15. Sounds about right as far as targeting a few, if you get more than 85 00:05:56.640 --> 00:06:00.000 15, that's too many. They might as well just be one too many but fewer than 86 00:06:00.000 --> 00:06:03.860 five is too few and you might as well just be targeting on a 1 to 1 basis. 87 00:06:04.240 --> 00:06:09.240 The next nugget I thought was really fun. They suggest branding your target 88 00:06:09.240 --> 00:06:12.690 list. Your target list of accounts like come up with a different name other 89 00:06:12.690 --> 00:06:16.580 than targeted list. I actually thought the name they gave their targeted list 90 00:06:16.580 --> 00:06:20.220 was not the most clever. They caught DB four K. Because there's four K. 91 00:06:20.220 --> 00:06:25.670 Accounts in it. So it's like database four K. 4000. Right? I'm like, uh come 92 00:06:25.670 --> 00:06:28.470 on, you got to call it something more fun that they even talk about like, hey, 93 00:06:28.470 --> 00:06:31.100 you're a marketer come up with something fun. I'm like DB four kids 94 00:06:31.100 --> 00:06:35.230 that fun. Unless you're a developer maybe. But I'm like, I would probably 95 00:06:35.230 --> 00:06:38.150 call it like a future customer list or something like that. But I'm sure I'll 96 00:06:38.150 --> 00:06:41.470 have to spend some time like thinking about how to tie it into our name. 97 00:06:41.470 --> 00:06:44.180 Sweet fish. I'm like the sweet list or something like that. I'm going to 98 00:06:44.180 --> 00:06:47.190 figure out something. But that was just kind of like a fun thing that when 99 00:06:47.190 --> 00:06:49.860 everybody is talking about the target list, we don't have to keep using a 100 00:06:49.860 --> 00:06:53.560 boring name. Like target list. We can actually caught like dream list or 101 00:06:53.560 --> 00:06:56.280 something like that. That's just a little bit more interesting. And so 102 00:06:56.280 --> 00:06:59.500 everybody's on the same page about what this target account list is. You 103 00:06:59.500 --> 00:07:02.860 actually have a name for it that's unique to your company, right? So 104 00:07:02.870 --> 00:07:05.700 that's just kind of a fun idea that I think makes it more interesting and 105 00:07:05.700 --> 00:07:08.410 keeps us all on the same page a little bit more when it comes to account based 106 00:07:08.410 --> 00:07:13.960 marketing. The third little nugget is identifying list owners and this just 107 00:07:13.960 --> 00:07:16.940 made so much sense. I was like, how have I not thought of this before? Of 108 00:07:16.940 --> 00:07:20.580 course. Should sales be in charge of pulling the list together or marketing? 109 00:07:20.590 --> 00:07:23.460 Well, it should probably be both. They definitely clarify that it should be 110 00:07:23.470 --> 00:07:27.680 list owners and it takes really two people to make sure that when you're 111 00:07:27.680 --> 00:07:31.250 targeting the right accounts into two, make sure the right accounts aren't 112 00:07:31.260 --> 00:07:35.040 added in because you're like, oh but we have this, I have this friend, I have 113 00:07:35.040 --> 00:07:39.610 this special reason. Like it takes really a few list owners to come into 114 00:07:39.610 --> 00:07:44.580 agreement on what it should be in that list, right? Because marketing could be 115 00:07:44.580 --> 00:07:47.890 sneaking in some easy ones that maybe aren't great for customer service and 116 00:07:47.890 --> 00:07:52.110 sales might be sneaking in this or we might be being a little bit too harsh 117 00:07:52.110 --> 00:07:56.510 with the parameters, right? So we really need to be on the same page of 118 00:07:56.510 --> 00:08:00.090 Star is what this list is. And it's good to identify maybe someone from 119 00:08:00.100 --> 00:08:02.710 each team on the marketing and the sales side. And if you're a really big 120 00:08:02.710 --> 00:08:06.450 company, maybe someone from Ops who is going to be able to help you on the 121 00:08:06.450 --> 00:08:09.360 office marketing and the Opsail side as well. So you might have to have a few 122 00:08:09.360 --> 00:08:12.530 list owners to get into agreement on what this list should be. So that was a 123 00:08:12.530 --> 00:08:18.040 great nugget. The biggest takeaway from this book, is that a B. M can be used 124 00:08:18.040 --> 00:08:23.400 to achieve a variety objectives. And this was literally a tiny part of the 125 00:08:23.400 --> 00:08:27.320 book. It's like three paragraphs. But the insights to me were so profound 126 00:08:27.320 --> 00:08:30.230 that I'm like, no, I have to make a whole podcast just on this one major 127 00:08:30.230 --> 00:08:34.309 topic, other the little nuggets that I just dropped And that's in targeting 128 00:08:34.309 --> 00:08:38.120 your list. You can actually use it not just to come up with your dream 129 00:08:38.120 --> 00:08:42.720 customers, you know, your top 100, top 1000, even top 4000. If you can scale 130 00:08:42.720 --> 00:08:46.850 it to be that big, you can actually targeted to accomplish more specific 131 00:08:46.860 --> 00:08:50.160 objectives. Let me drop three of the ones that they list in the book and 132 00:08:50.160 --> 00:08:54.380 then talk about them for a bit. They give an example of A countless to 133 00:08:54.380 --> 00:08:59.610 increase funnel velocity for late stage accounts by 15%. You can increase 134 00:08:59.620 --> 00:09:05.400 revenue by particular industry by 10%. Maybe you want to win at least three 135 00:09:05.400 --> 00:09:11.760 customers over from your competitor. Those are all very specific objectives 136 00:09:11.770 --> 00:09:16.010 that account based marketing can accomplish. So when you think about it 137 00:09:16.010 --> 00:09:20.210 like that as a marketer and someone who likes to dream up what's possible, that 138 00:09:20.210 --> 00:09:24.370 starts to open up the realm of possibilities for me personally because 139 00:09:24.370 --> 00:09:29.430 if you can start to use account based marketing not as a broad shotgun, but 140 00:09:29.430 --> 00:09:33.560 as a laser to accomplish all these specific objectives. Now you can use it 141 00:09:33.570 --> 00:09:37.950 to accomplish so much more, you can laser focusing on particular issues or 142 00:09:37.950 --> 00:09:40.370 maybe things that are going well and you just want to throw some more 143 00:09:40.370 --> 00:09:45.720 gasoline on it. Account based marketing can be used to move the needle in very 144 00:09:45.720 --> 00:09:48.930 specific ways. And this is very good. If you're a big company and you're not 145 00:09:48.930 --> 00:09:53.110 just trying to get as many good customers as you can. Which is probably 146 00:09:53.110 --> 00:09:57.020 where we're at with sweet fish. I'm not after our I. C. P. I'm probably not 147 00:09:57.020 --> 00:10:00.150 going to focus on particular parts of the funnel yet but if you're a bigger 148 00:10:00.150 --> 00:10:04.060 company and you are responsible for working certain segments over others 149 00:10:04.340 --> 00:10:10.190 this is like a whole new tool set that you can aim and fire like a death start 150 00:10:10.200 --> 00:10:14.100 at like one particular problem or opportunity at your will. If you can 151 00:10:14.100 --> 00:10:18.570 control the list that it's being targeting then you can really have a 152 00:10:18.570 --> 00:10:24.180 huge impact on those specific objectives. And for that account based 153 00:10:24.180 --> 00:10:27.950 marketing is perfect and I never realized it until I read it here in 154 00:10:27.950 --> 00:10:32.940 this book. So that's the big takeaway is used to be more creative with how 155 00:10:32.940 --> 00:10:36.450 you're targeting your accounts find problems or opportunities that you 156 00:10:36.450 --> 00:10:39.620 might aim your whole list at our account based marketing or even a part 157 00:10:39.620 --> 00:10:42.880 of your account based marketing that think about other ways it can be going 158 00:10:42.880 --> 00:10:46.870 to use for your marketing and sales team. So again this book was called 159 00:10:46.880 --> 00:10:50.430 account based marketing. There's two books called account based marketing 160 00:10:50.430 --> 00:10:53.820 actually and I'm going to be reviewing the other one very soon. But I haven't 161 00:10:53.820 --> 00:10:58.850 read that one yet. This was the man based one specifically by chris Golic, 162 00:10:58.860 --> 00:11:03.690 Peter IsaAcson and Jessica few ellis. Thanks so much for listening to this 163 00:11:03.690 --> 00:11:08.600 episode. If this was helpful to you and you like hearing specific book reviews 164 00:11:08.610 --> 00:11:13.120 and action items that come from books, let me know. Find me at linkedin dot 165 00:11:13.120 --> 00:11:18.220 com slash I. N slash digital marketing dan and tell me the book episodes are 166 00:11:18.220 --> 00:11:22.340 helpful to you. If not then I will probably do a few less of them in the 167 00:11:22.340 --> 00:11:27.460 future. But if you like them, let me know. Also if this show has been a help 168 00:11:27.460 --> 00:11:32.820 to you, please, please help us out by giving us a rating, could be five star, 169 00:11:32.820 --> 00:11:36.660 could be four star, could be less, give us whatever rating you feel like we 170 00:11:36.660 --> 00:11:41.300 deserve, but it blesses us and helps us a lot by giving us a rating, helps us 171 00:11:41.300 --> 00:11:44.180 know that people are out there that they're getting value from these 172 00:11:44.190 --> 00:11:48.060 episodes. So please you can leave a review if you want to but all I'm 173 00:11:48.060 --> 00:11:51.730 asking for is just tapping that five star or four star or whatever story you 174 00:11:51.730 --> 00:11:53.460 think it earned? Thank you so much for listening 175 00:11:57.140 --> 00:12:01.490 is the decision maker for your product or service at VTB marketer. Are you 176 00:12:01.490 --> 00:12:05.690 looking to reach those buyers through the medium of podcasting? Considered 177 00:12:05.690 --> 00:12:11.030 becoming a co host of GDP growth. This show is consistently ranked as a Top 178 00:12:11.030 --> 00:12:15.050 100 podcast in the marketing category of Apple Podcasts and the show gets 179 00:12:15.050 --> 00:12:20.630 more than 130,000 downloads each month. We've already done the work of building 180 00:12:20.630 --> 00:12:24.660 the audience so you can focus on delivering incredible content to our 181 00:12:24.660 --> 00:12:29.960 listeners. If you're interested, email Logan at Sweet Fish Media dot com. 182 00:12:31.040 --> 00:12:31.240 Yeah. 183 00:12:33.440 --> 00:12:33.760 Mhm.