James Carbary

Founder at Sweet Fish Media

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The Most Creative ABM Strategy You’ve Ever Seen

James Carbary

Founder at Sweet Fish Media

Full Profile »

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.

You can find this interview, and many more, by subscribing to the B2B Growth Show on iTunes. If you don’t use iTunes, you can listen to every episode by clicking here.

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