Account-Based Marketing (ABM)

Complement Sales with Account-Based Marketing Outreach

Provide Air-Cover for Your Company’s Account-Based Selling

Although it’s a new buzzword in B2B marketing, many marketers have been doing account-based marketing for a long time, especially if you supported sales. One of the best account-based marketing examples is customer events for specific accounts. Another great example is account-specific sales collateral. Back then, it was done manually and difficult to scale. Account-based Marketing (ABM) becomes a hot topic now, it’s because that we can leverage technology to scale to one-to-few and one-to-many outreach. The key is to build a martech stack with established workflows to make it happen.

Account-Based Marketing Strategy and Planning

Customer (account-specific) events are account-based marketing (ABM). Customized content for target accounts is also a form of ABM.

You know what? Yes, sending personalized gifts via postal mail can be counted as ABM, too.

So, why is ABM so hot lately? That’s because various MarTech tools are popping up to help marketers “scale” ABM since many marketers do account-specific marketing outreach manually.

At the same time, we are able to merge the marketing side of customer data with sales side’s account information to further segment and personalize communications.

Account-Based Marketing Consultant

The key is to figure out how to better work together using MarTech tools with established communication processes and monitoring the results with feedback loops.

How to Scale Your
Account-Based Marketing

Study your sales objectives and key results
Identify key accounts working with sales
Craft scalable marketing outreach (different channels need different workflows)
Identify and source MarTech tools to support sales campaigns
Establish the collaboration process between sales and marketing
Pilot and implement tools through soft launches or MVPs to optimize results
Monitor the results and report out
Scale ABM efforts based on objectives and key results

It takes a village to get ABM to scale. There is no shortcut. Let’s work together and we will make it easy for you.

Brainstorm With Pam

Account-Based Marketing Services

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Consulting

When we provide account-based marketing consulting to our customers, we are in the trenches with them to get things done. It’s not about talking, it’s about doing. #getitdone

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Speaking

Let Pam motivate your sales and marketing teams. Pam is a top-ranked account-based marketing Speaker, Author, Trainer, & Consultant. She can help your company reach new heights and provide insights at your next conference or event.

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Resources

Want to learn more about account-based marketing? Listen to Pam Didner’s podcasts & Youtube Channel, B2B Marketing and More. Keep yourself informed on marketing and sales trends, including AI, global and content marketing updates.

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Workshops

At Pam’s account-based marketing workshops, she will teach you how to integrate your teams and develop a marketing-driven account-based marketing strategy to improve your organization’s business goals.

What People Are Saying

“I loved working with Pam! She has great energy and insight and a no bullshit way of delivering a powerful message.”

– Sue Bruning, VP of Marketing and Communications, Cascade

“Pam understands the many intricacies involved in sales and marketing. She finds common ground between the two groups, and helps forge deep collaboration.”

– Greg Matranga, VP of Global Marketing

“Pam’s understanding of the marketing and sales funnel is boundless. She translates strategy into actionable plans that deliver. Turn to her if you’re serious about results.”

– Nancy Bhagat, ex-CMO of TE Connectivity and VP of Marketing of Intel

“Cultivating a content culture is critical to driving digital transformation. The combination of Pam’s long-standing expertise as a global content marketer and strong leadership skills helped us set solid foundations for reaching that goal.”

– Kelly Hungerford, Senior Director of Digital Transformation Strategy and Services

Relevant Account-Based Marketing Resources

ABM, Sales, and Customer Experience

Three ABM Examples

The Hidden Side of Account-Based Marketing

5 Steps to Creating Harmony Between Marketing and Sales to Grow Your Business

The Number One Reason for Sales and Marketing Misalignment

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Global Content
Marketing

Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality. Learn how to:

Create content that engages people–regardless of their country and culture
Identify key actions and strategies to apply to your projects
Connect “dots” that others don’t see and connect them in ways you never thought of before
Identify key actions and strategies to apply to your projects

#ContentMarketingWithPam

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Effective Sales
Enablement

A sales enablement book for marketers written by a marketer. If you are in marketing supporting your sales team, this book offers ideas to better support them. If you are in sales or sales operations this book will help you understand your marketing team better. Win-win!!

After finishing this book, you will:

Understand trends that impact sales professionals and how to take advantage of them
Become a better marketer with creative ideas on how to support sales
Be able to integrate sales elements into select marketing programs
Comprehend technology’s impact on sales enablement
Gain insights on how to assemble a first-class sales enablement team

#SalesGrowthWithPam