Listen to our interview with Masha and learn what she has to say about:
- Prioritizing ABM personas to reach out to – based on goals
- Masha’s presentation at the B2BMX – Using ABM for SMB marketing
- Account selection for targeting
- SMB targeting – by segments or groups of accounts vs by specific account
- Varying outreach methods and channels by tiers of ABM SMB groups
- Measurement – influence & impact of ABM efforts
- Touches per account on SMB – buying committees at large companies may be 16 people; at SMB companies, there may be only 2-3 key contacts.
- Effective Channels – LinkedIn (granular targeting), Google AdWords, Twitter, Ziff Davis, PureB2B, Billboards – depending on your audience
- Key tip. keep the focus on the target user and the story to be told. staying authentic. being relevant and timely