A guide to running account-based marketing campaigns that actually work. The speaker emphasizes aligning sales and marketing teams and targeting the same accounts in your outbound efforts, rather than working in silos.
Essentially, the core difference between any other kind of marketing program that's an EBM program is at the core, it's intentional orchestration from beginning to end around the set of shared target accounts. So a client of ours named Olga Karenikos, one of the things that they started to do is if they are going outbound, they exclusively go outbound to target accounts, period. So there's no other outbound. There's no seller that's going rogue. That's saying, I've got my own separate list. I'm doing my own separate thing. If you have a viable list of great individuals that want to be outbounding to, why are we not also marketing to them? It's the core difference. One of the core challenges of building an ABM program is that sales and marketing alignment, because sales is really protective of their accounts.