B2B Growth is a daily podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader, discussing topics like: B2B marketing strategy, account-based marketing (ABM), content marketing, marketing technology (MarTech), B2B strategic partnerships, aligning marketing with sales, social media, content creation and promotion, leadership, buyer personas, agile marketing, and more.
Casting a wide net isn’t always the best approach.
With lead-based marketing, the tendency is to seek out a broad range of leads and weed through them as you go. With account-based marketing, there’s a much narrower focus that makes greater attention to detail possible.
With the narrowed scope of ABM, there’s also a higher opportunity to get really creative with marketing campaigns.
In this episode, Adam von Reyn, VP of Growth Marketing at InsightSquared, explains why they switched from lead-based to account-based marketing and how that has impacted the four main stages of the sales funnel.