This is a YouTube video titled "Why you should identify the RIGHT target account list" containing a monologue or talk from July 29, 2024, discussing the importance of selecting the correct target accounts in ABM (Account-Based Marketing) and B2B marketing, emphasizing that tactics matter less than targeting the right audience.
The second thing that I think is missed by almost all ABM practitioners and almost all B2B marketers is identifying the right target account list. We talk a lot about tactic in the ABM space and B2B marketing space. Should I use email? Should we be cold calling? Should we do webinars? Should we do podcasts? Should I go to events? You know, should I do you know all X X X tactic, tactic, tactic, tactic. Almost 75% of all the conversations are about the tactic, right? But you could have the best tactic sent to the wrong account and it's not going form and you could have the shittiest tactics sent to the right account and it's going to work. And I tell this to my team all the time. I could send the shittiest templated email to the right person who happens to be thinking about my products or solutions right now and that shitty email would turn into a meeting.