Senior Global ABM Director
In this episode of Real ABM our guest is the Director of Growth at Metadata.io, Mark Huber. Mark flips the script when it comes to ABM. From Mark’s perspective, ABM is a technique used to contribute to the bigger picture associated with demand generation.
Based on experience, Mark relies upon the crawl, walk, run method of account-based marketing. Essentially, ABM is a combination of layers that get more personalized as you introduce more complexity. Mark believes the main difference in his approach is to show the customer not just how they can be a client of Metadata, but how Metadata can actually help them.
During the conversation, Mark spends time talking about variables of success for marketing and advertising, identifying potential customers, and creating a higher contract value throughout the funnel. Mark also covers the real value of direct mail and how to maximize its success within an ABM motion.
“If you’re looking for this platform to solve your problems, it’s not going to work. Like you have to have a plan and a process in place, and then look for the tool to enable that.”
– Mark Huber