This Is What ‘Good’ Account-Based Marketing Looks Like

Join Dots Oyebolu as he speaks with Declan Mulkeen, Podcast host of “Let's talk ABM” and CMO of strategicabm. Declan shares insights into account-based marketing and its evolution, emphasizing its role as a business strategy. He discusses ABM’s unique integration with sales, the importance of a commercial system and balancing digital and physical account experiences to drive success.Key Takeaways:(03:16) ABM is distinct from general B2B marketing.(05:26) The “M” in ABM can be misleading; ABM is broader than marketing.(09:52) ABM’s primary objectives include growing existing accounts and winning new logos.(12:19) The role of ABM is to help clients make sense of choices.(16:45) Building a unique value proposition for target accounts is essential.(24:38) Relationship-building through genuine interactions can organically lead to business.(30:45) The “three Rs” of ABM are reputation, relationships and revenue.(33:28) Marketing succeeds when embraced organization-wide.(40:40) B2B marketing learns from B2C in personalizing experiences for high-value clients.Resources Mentioned:Declan Mulkeen -https://www.linkedin.com/in/declanmulkeen/Strategicabm -https://www.linkedin.com/company/strategicabm/Account-Based Marketing Agency | Website -https://hubs.la/Q01M0PGS0Gartner Report on B2B sales -https://www.gartner.com/en/sales/trends/future-of-salesInsightful Links:https://www.linkedin.com/pulse/creative-ideas-your-abm-strategy-steve-kosted/https://marketinginsidergroup.com/strategy/7-creative-ways-to-personalize-your-abm-strategy/https://www.leadfeeder.com/blog/account-based-marketing-strategies-and-tactics/https://www.gartner.com/en/articles/11-tactics-to-drive-your-account-based-marketing-processThanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds