Account Based Marketing for B2B Sales Teams – An Introduction

Read the Transcript: Account Based Marketing for B2B Sales Teams

Account Based Marketing for Business to Business Sales Teams

Tue, Sep 17, 2024 10:40AM • 58:16

SUMMARY KEYWORDS

sales, abm, sales team, marketing, people, account based marketing, target, understanding, lead, strategy, accounts, technology, drones, team, conferences, calling, dan, linkedin, champion, company

SPEAKERS

Joseph DellaVecchia, Dan Nedelko

Dan Nedelko 00:00

Dan, and there we go. We gotta record. All right. Welcome to another episode of live at the hive digital sales and marketing from the trenches. I just made up a new name for our podcast where we’re diving into latest strategies around business, business growth, sales and marketing. My name is Dan, and I’m your host, and

Joseph DellaVecchia 00:22

I’m the co host, Joe. Happy to be welcome back. Fun fact, this is the first time we’ve recorded this intro today.

Dan Nedelko 00:28

This is, it’s actually the third which isn’t so bad, all things considered,

Joseph DellaVecchia 00:34

all things working it out as we go. Yeah, Dan, it’s great to be back. Excited for us to dive into some more really great topics, and to talk more about the world of marketing, but now also the world of sales. I wonder if that’s a hint.

Dan Nedelko 00:47

It really, really is one of my favorite topics, and something that, you know, I think is not, is often talked about, but not specifically talked about. It’s, it’s, it’s a buzzword around all of the industries, and it’s Account Based Marketing. One of the few things that I’ve seen in the last like decade or so. It’s one of those things that everybody talks about, but when it gets down to like, defining what that means, I think a lot of people are pretty fuzzy on how sales and marketing align into a Account Based Marketing Program.

Joseph DellaVecchia 01:22

Yeah, and to their credit, Account Based Marketing is a huge topic, and we’re not going to cover it all today in our 2025, minute episode, whatever this ends up being. It’s a large topic, and it is hard to define, but hopefully we can help get you started and understanding what it is and the importance of aligning these two teams within your industry. Account Based Marketing is a powerful strategy, a powerful tool, and something that can really take your B to B sales to the next level.

Dan Nedelko 01:51

Yeah, and it works in B to C as well. But B to B is really where the sweet spot, for sure is, so anybody that’s selling to a company. And fundamentally, ABM, I think it, I think especially sales teams are probably not as educated as marketing teams are about it. But really, fundamentally, what it comes down to is it’s a combination of both technology helping to serve a sales and communication strategy. And the alignment is really, and I actually, I’ve got a couple of threads we may discuss them later, where people are kind of arguing on LinkedIn about when something is sales qualified, right? And when is it marketing qualified? How does that work? What’s the job of a BDR and an SDR in line with marketing? And there’s some sales people basically saying, I’ve never had marketing ever deliver a lead that’s probably a fractured relationship that that individual was working in. But you know, let’s roll it back a little bit, and let’s just start with the very basics. So Joe, why don’t you just walk everybody through the high level of ABM and we’ll just start digging rabbit holes from there. Yeah.

Joseph DellaVecchia 03:02

So ABM abbreviated Account Based Marketing. It’s a combination of a strategic sales approach and technologies that focus on targeting specific high value accounts. And when we say high value, we mean high value to your business. Instead of casting a wide net spending a ton on Google or LinkedIn ads, just spray and pray sales more of your traditional way you would approach that. ABM concentrates on a set of target accounts, accounts that you define as being the most important and these can also be accounts and targets that you’ve already made contact with or have the lead information for. From this, we can create three tiers, which we’re going to talk about a lot more in detail, but those are one to one, one to few and one to many creating these personalized campaigns to engage each one based on their unique attributes and needs. Essentially, think of it as if you have a garden outside, and if you grow all these beautiful flowers and plants, they’re all right there in your backyard. You need some flowers for a centerpiece at dinner. You’re not going to go to the garden center, to Walmart and run around the city finding specific flowers when they’re already in your backyard, in reach you can go grab them, bring them inside, and there you go.

Dan Nedelko 04:13

And please don’t go to the Walmart garden center. I would say that that’s like your last hope if you’re gonna we

Joseph DellaVecchia 04:21

frequent the Home Depot one this summer. Th…