Account Based Marketing, with Judy Sparks and Katie Cash

Episode 16:

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Although account based marketing (ABM) is a recently adopted practice in the design and construction industry, many firms have been employing strategies of account based sales (ABS) for some time now. If you are unfamiliar with the concept, account based sales uses conventional one-to-one sales tactics but focuses strictly on higher-end clients that are spending habitually.

Similar to the synergistic nature of sales and marketing that we discussed in our previous duocast⁠—“Sales, Marketing, and BD – What’s the Difference?— ABM and ABS also work in unison, but at a higher level. The objective is to know your key prospects better than your competitors and vice versa because it will increase your chances of closing before you ever pick up the phone. ABM and ABS invalidate the traditional method of building an abundant but unqualified pipeline, shifting your resources and manpower to areas where your firm will see the highest return.

By taking the path of least resistance, your firm can work efficiently to build relationships and develop marketing qualified leads online before the sales team ever makes the first touchpoint. The cost of client acquisition continues to be problematic, but ABM and ABS provide a solution that will maximize your biz dev efforts and position your brand to win big.

Account Based Marketing, with Judy Sparks and Katie Cash

What You Will Learn:

  • The difference between sales, biz dev, and marketing
  • Account based sales vs. account based marketing
  • What makes up an ABM strategy, and how to structure it
  • KPIs and behaviors that determine a customer’s level of interest
  • How ABM impacts the sales and marketing teams
  • Different tiers of clients


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