Ep 31 - Straight talk about ABM—whether it’s the right go-to-market strategy and how to pull it off

SaaS Backwards - Reverse Engineering SaaS Success

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Before you buy tech for Account Based Marketing (ABM), and even before you start picking target accounts, check out this episode with StrategicABM’s Chief Marketing Officer Declan Mulkeen.

Their firm is 100% focused on ABM and Mulkeen talks about how the tech vendors have popularized the approach in recent years, but they didn’t create it. (it’s been around for over 20 years, and he proves it.)

But today, most companies are getting into trouble by purchasing the tech first and launching ABM programs second.

That’s only one of the myriad of reasons that companies are experiencing poor results according to Mulkeen, who advises that "you should do ABM without technology and get it working first. And then you can worry about what tech you need later."

In fact, the only tech you need is a pen and paper. Write a strategy, think about the business outcomes, start small, test and measure.

If you’ve been struggling with ABM, wonder if it’s the right strategy, or don’t understand how it fits with other marketing and sales initiatives in the first place, the answers are waiting for you here in this action-packed 30 minutes of straight talk about ABM.

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