A Coach’s Advice on ABM - Masha Finkelstein - Hard Corps Marketing Show #190

Hit a roadblock while planning your account based marketing approach? Not sure if account based is a good strategy for your company? A Marketing Leader and Coach, Best in Class Marketers Top 50, Winner of the Female ABM Leader, Marketing Technology Innovation and Best Practices at Intuit, Masha Finkelstein, discusses how to overcome the main challenges associated with account based marketing.   Takeaways: The biggest challenge with having account based marketing is knowing the data needed from those accounts to then map contacts and leads. Use other sources such as predictive scoring vendors to find the ideal customer profile. This is an easy and efficient way to narrow down accounts. The smaller the company the more important it is to pay attention to your budget. Account selection and personalization becomes that much more crucial to tiny businesses. Before buying a new tool, understand the pain points that your customers are experiencing. Will this new tool actually have a positive impact on your customers?  Take the time to understand your buyers. Ask them if you had a magic wand what would you change about how you do your day-to-day job? Derive social good in an electronic or direct mail campaign such as a gift card to a local business or a “mom and pop shop” in their zip code. This connects small businesses and helps out their local community. Career advice: Listen to your intuition. Do not seek acceptance from others if it means changing yourself.   Links: LinkedIn: https://www.linkedin.com/in/mashafinkelstein/ Twitter: https://twitter.com/masha3003 Personal website: https://msmasha.com Intuit: https://www.intuit.com   Busted Myths: An account based marketing approach is just as applicable for smaller enterprises as it is for bigger ones. If a company’s primary target audience is mid-market then ABM methods can still be used to advertise to them.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/DmE4j-EOpWA