Passing The ABM Torch to Sales - Christelle Flahaux - Hard Corps Marketing Show #221

Passing The ABM Torch to Sales - Christelle Flahaux - Hard Corps Marketing Show #221

Account based marketing is all the rage in the marketing community, but are we thinking about it in the correct lens? A Marketing Thought Leader and VP of Marketing at Fortress IQ, Christelle Flahaux, argues that Account Based Marketing should be overseen by the sales department.   Takeaways: ABM is not new. Field marketers have been doing this for decades; technology just caught up to make it easier. Every account is different. You have to understand your customer and how your product fits with them to make them open the door or react. No piece of technology will magically fix that. Do your research! Understand your account’s likes and dislikes to do something that is relevant to that person. This is key for any ABM strategy. Put the power in Sales’ hands when it comes to ABM. They are the ones having the conversations with accounts! Otherwise it will be just like any other inbound campaign. It is difficult to find a product marketer who is a perfect fit. Instead, look for someone who truly understands the product and has experience speaking with customers 1:1. Career advice: You don’t always have to be right, but you do have to try. You learn the most from your biggest failures.   Links: LinkedIn: https://www.linkedin.com/in/cflahaux/ Twitter: https://twitter.com/mktgstella FortressIQ: https://www.fortressiq.com   Busted Myths: ABM should not be our demand gen strategy. Instead, ABM should be used as a part of an integrated marketing strategy on the sales end rather than the marketing end. Buying a piece of technology isn’t going to fix your ________ problem. There is a lot of strategy and thinking that needs to happen before you are ready to fix a piece of technology that compliments that strategy.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/fWpp4T-Ws4o

Account based marketing is all the rage in the marketing community, but are we thinking about it in the correct lens?

A Marketing Thought Leader and VP of Marketing at Fortress IQ, Christelle Flahaux, argues that Account Based Marketing should be overseen by the sales department.

 

Takeaways:

  • ABM is not new. Field marketers have been doing this for decades; technology just caught up to make it easier.
  • Every account is different. You have to understand your customer and how your product fits with them to make them open the door or react. No piece of technology will magically fix that.
  • Do your research! Understand your account’s likes and dislikes to do something that is relevant to that person. This is key for any ABM strategy.
  • Put the power in Sales’ hands when it comes to ABM. They are the ones having the conversations with accounts! Otherwise it will be just like any other inbound campaign.
  • It is difficult to find a product marketer who is a perfect fit. Instead, look for someone who truly understands the product and has experience speaking with customers 1:1.
  • Career advice: You don’t always have to be right, but you do have to try. You learn the most from your biggest failures.



 

Links:



 

Busted Myths:

  • ABM should not be our demand gen strategy. Instead, ABM should be used as a part of an integrated marketing strategy on the sales end rather than the marketing end.
  • Buying a piece of technology isn’t going to fix your ________ problem. There is a lot of strategy and thinking that needs to happen before you are ready to fix a piece of technology that compliments that strategy.



 

Ways to Tune In:

Creators and Guests

Casey Cheshire
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.
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