Senior Global ABM Director
In this episode of Real ABM our guest is the author, speaker and current Head of Marketing at CRMNEXT, James Gilbert. James provides insight on redefining success in ABM. Delving beyond the standard ABM strategy, James takes time to analyze ways to improve and rethink ABM. What if ABM was seen through the lens of GTM? What would happen if a niche target audience was the goal rather than a broad target audience? James consistently challenges the standard and moves the needle forward through constant innovation. This episode talks about how to increase the velocity of the funnel, what does the intent cake do to influence your process and how to create out-of-the-box strategies that develop a cycle of ingenuity.
As you process through what James has to say, take time to reflect on your current strategy and structure. What would happen if you added multiple data points for reference? How can you improve communication between sellers and buyers? Rethink the ABM strategy for ways to create an experience for the customer with multiple touch points along the way. How can you highlight and engage the community? How can you create synergy between sales and buyers? Is your current strategy just spray and pray? How can you create opportunities for sales to get a foot in the door? What about SDR’s? What resources are you using and to what extent? All this and more: this week on Real ABM.
“We have done all of this completely off of our website. It’s all been on landing pages. It’s all been unique experiences driving people to assume a goal. That’s pretty nuts.”
– James Gilbert