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When Daniel Englebretson (LinkedIn | Twitter) took a role with Phononic, he did so specifically with a mind toward “getting a master’s degree in ABM.” Now, two years later, he has used his time to learn how to use ABM to drive exponential growth.

On this episode of Marketing Trends, Daniel shares why ABM is so effective, his best practices for getting the most out of an ABM strategy, and much more.

3 Key Takeaways:

ABM is the strategy, not the tactic. How you reach people can change, but the idea of focusing on a few key accounts is fundamental to ABM.

– Daniel uses the TEAM framework for ABM: Target, Engage, Activate, and Measure.

– Different ABM strategies will focus on a different step in that TEAM framework, depending on the needs of the company implementing it.

Bio:

Daniel is currently the Director, Growth Marketing and Demand Generation at Phononic. B2B Marketing has changed a lot in the last 10 years, and that has given Daniel a lot of opportunities. Daniel was hired to bring Demand Generation to the company, even if it was not understood to be that at the time. Since 2009, Daniel has built many teams, implemented a lot of technology, and designed countless processes. Through it all, he’s learned first hand to not reinvent the wheel and to always be looking for opportunity to improve. 

Results are, of course, important. The many awards, recommendations, mentions, case studies, and features that Daniel’s been a part of all tell a story of innovation, results, and success. But they don’t convey the passion that he has for the field of B2B Marketing, or the sincere conviction to apply himself in everything he does.

Quotes from Daniel:

– “I really enjoy using technology to solve problems and the side of marketing that lets me understand, talk to, and solve problems for people.”

– “Much of my job has been about optimizing the funnel, optimizing spend, and optimizing business processes. And so much of B2B marketing is optimization.”

– “There’s distinct value that marketing brings to the table and there’s distinct value that sales brings to the table when you’re designing and executing your campaigns. Sometimes the political barriers or the process barriers or the department barriers that exist in companies make it really hard for the two parties to sit down and get that value out of each other.”

– “Innovation requires trying new things. I like to think of myself as an innovator as much as anyone else, and so I’m always trying new things.”

– “Ultimately, what I’ve seen in the last year or so, is that the amount of money that I’m spending hasn’t really changed, it’s where I’m spending the money that’s changed. And the degree of insight into what I got for that spend, is so much better than it was.”

– “Technology is making the user experience more fluid and less rigid and more tailored. People now are having a shift in expectation.”

– “People want good experiences. People don’t like friction in the buying process. And technology exists today to provide better experiences with the data and to eliminate friction.”

Mentions:

Conversational Marketing (a #1 new release on Amazon in Marketing & Sales)

UberFlip 

PokemonGo 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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