Episode 059: Finding Focus with Account-Based Marketing
from The Bureau Briefing Hosted by Carl Smith
How do you gain more control over leads, and improve your chances of working with your ideal clients? For Bear Group in Seattle, the answer lies in Account-Based Marketing (ABM) and personalized campaigns—getting in front of the right people at the right times, in the right places. Looking back at successful past client relationships, Bear Group realized their ideal clients share a common criteria. Ranking against that criteria, they hashed out a super short list of probable best-fits. Today, their marketing and sales efforts focus on a mere handful of targeted prospects. Instead of trying to help every marketer solve every marketing problem when it comes to web development, they’re out to solve a very defined set of challenges for only a few. Can this approach work for you? Greg Bear, Systems Architect / President, and Travis Caldwall, Marketing Director at Bear Group outline their process, drop resource hints such as Predictable Revenue and ZenProspect and discuss how they’ve found focus through ABM and personalized campaigns.
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