In this video, Eric Siu introduces Account‑Based Marketing (ABM) as a shift from targeting individual prospects (e.g., the classic Dream 100 approach) to targeting multiple stakeholders within a single company. Using Coca‑Cola as an example, he explains how, when a company’s IP visits your site, you can identify several relevant contacts (e.g., members of the digital marketing team) and reach out with personalized, value‑added content such as a free webinar. Siu outlines the practical workflow used at Single Grain: detect website visits by IP, enrich the account with tools like Whole.io and Clearbit to find contacts, then automate outreach via Outreach. He contrasts this consultative, value‑first method with a high‑frequency “sledgehammer” approach that relies on sheer volume of touches. He notes that ABM has gained traction over the past three‑four years, driven by advances in data‑enrichment and outreach technology. The video ends with a call to action for viewers to comment, subscribe, and share their own ABM plans.
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All right, so in this clip we are going to talk about what is account-based marketing, also known as ABM. So there's always this, these new sales and marketing jargons coming about, but before we talk about this thing, this account-based marketing thing, if you like clips like this, don't forget to subscribe. If you like business and marketing and sales stuff to help you grow. So account-based marketing, what is it exactly? So when you think about it, let's say I want to work with Coca-Cola. Well, if I wanna work with Coca-Cola, in the past what I would do is maybe create my Dream 100. This is from the late Chet Holmes, yeah. So Chet Holmes, The Ultimate Sales Machine, right? And he talks about the Dream 100 all the time. And you make your Dream 100, maybe Coca-Cola's in there. And maybe your target is the VP of marketing, that's who you wanna hit. And maybe that's the person that you focus on, right? You're laser targeting, you're spearing who you wanna go after. Now, account-based marketing, if I wanna reach Coca-Cola nowadays, maybe Coca-Cola, and not maybe, for sure, they have multiple people on their marketing team. And maybe I have software and I wanna reach their digital marketing team. Team, and I wanna hit 4 people from their team. And instead of just going for one, I'm hitting multiple people on their team, and I'm going for the account. I'm not just going for an individual. So that is what account-based marketing is. I'll give you an example of how we're doing it nowadays at Single Grain. What we're doing is, if let's say Coca-Cola visits our website, and 2 people, 2 IP addresses from Coca-Cola visit our website, what we will do then is we will then find 4 people from their marketing team, because we don't know who exactly visited, but we're gonna find those people, and we're gonna reach out to them saying, hey, We noticed that you visited this piece on SEO, and we've got some more SEO resources for you. In fact, we're doing a webinar. If you'd like to check it out, just click on this link. It's a browser-based webinar, it's free. This is not spam, this is very real. Check it out, right? 'Cause at this point, what I'm doing is, I know what they want already. Even though I don't know who exactly visited my website, I'm kind of taking an account-based marketing approach where I'm hitting 4 email addresses that I've identified through this loop that I've put together, which I'll talk about in another video another time. But basically, I'm doing this in an automated way, and I'm getting people to consume more content, I'm adding more value to them, and that's how I'm doing account-based marketing, right? Other ways of doing account-based marketing is, sure, you can just hit them with a sledgehammer and just keep going, going, going, going, going until they finally, you know, kind of get on their knees and say, okay, fine, we'll talk, right? Because you've annoyed them to that point. You can certainly do that, and that does work. The numbers work after you hit sales really hard. If you can think about another way where you add value and you are seen more of this consultative salesperson instead, that's gonna help you go a long way. So account-based marketing, It has been getting more popular in the last couple of years. I want to say maybe the last 3 or 4 years or so. Um, and with technologies now, like the technologies I'm talking about, like Whole.io, uh, Clearbit, and also Outreach, combining these different technologies together, you can really add more value instead of just saying all the time, come buy my stuff, right? So again, account-based marketing at a high level, just, just to keep it simple, is you are hitting not just one person in the account, you are hitting multiple accounts. So it's account-based marketing. It's not just individual marketing anymore. So, If you enjoyed this video, let us know what you think in the comments, by the way, on how you plan on using account-based marketing, what you got from this video. And again, if you enjoy this, please help us spread the love, whatever platform you're on right now, just rate, review, and subscribe. It does help us grow. Um, and it is going to help us get the word out faster. And with that being said, we'll see you tomorrow.
