This Is What ‘Good’ Account-Based Marketing Looks Like

Nov 21

Join Dots Oyebolu as he speaks with Declan Mulkeen, Podcast host of “Let's talk ABM” and CMO of strategicabm. Declan shares insights into account-based marketing and its evolution, emphasizing its role as a business strategy. He discusses ABM’s unique integration with sales, the importance of a commercial system and balancing digital and physical account experiences to drive success.

Key Takeaways:

(03:16) ABM is distinct from general B2B marketing.
(05:26) The “M” in ABM can be misleading; ABM is broader than marketing.
(09:52) ABM’s primary objectives include growing existing accounts and winning new logos.
(12:19) The role of ABM is to help clients make sense of choices.
(16:45) Building a unique value proposition for target accounts is essential.
(24:38) Relationship-building through genuine interactions can organically lead to business.
(30:45) The “three Rs” of ABM are reputation, relationships and revenue.
(33:28) Marketing succeeds when embraced organization-wide.
(40:40) B2B marketing learns from B2C in personalizing experiences for high-value clients.

Resources Mentioned:

Account-Based Marketing Agency website

Gartner Report on B2B sales

Insightful Links:

https://www.linkedin.com/pulse/creative-ideas-your-abm-strategy-steve-kosted/

https://marketinginsidergroup.com/strategy/7-creative-ways-to-personalize-your-abm-strategy/

https://www.leadfeeder.com/blog/account-based-marketing-strategies-and-tactics/

https://www.gartner.com/en/articles/11-tactics-to-drive-your-account-based-marketing-process