Interview Highlights

1. Jenn’s background 

• • Jenn ‘likes big data and cannot lie’
  • Marketing as a second career (after running IT at a law firm)
  • HubSpot 
  • Amazon
  • Start-ups
  • Bizible

2. Cool ABM SWAG idea – sales acceleration promotion = racecar USB drives

3. ABM Best-Practices Examples – 

• • – SiriusDecisions Data-Driven ABM Case Study – Laura Hamilton, VP Demand Generation, Salepoint  – “Turning the Ship to business intelligence-based target account marketing” – using BI to spend their marketing dollars wisely
  • Direct Mail – PFL.  Bizible.  BDR.  Customized Gift.  Pun-filled personalized note based on research – ie client/prospect’s hobbies – Tea, fishing, woodworking.  it worked! 

4. Messaging (speak to the prospect’s soul) 

5. TOPO Observation – Everyone is calling themselves an ABM Platform – all different features and deliverables

6. Contrast with Marketing Automation – ABM is nowhere near there – maybe 9 years back

7. ABM features – game changers vs table-stakes.  

8. 2025 should see more easily-understood vital features of ABM; 

• • ABM Segments expected- similar to Marketing Automation from years ago – ie: Eloqua = enterprise; HubSpot = SMB; Marketo= Mid-market
  • ABM will be a tactic in the arsenal (like inbound marketing now)