Everywhere you look, B2B marketers are talking about Account-Based Marketing, and its prominence is only growing. So to better understand the technology, we talked to Laura Ramos (LinkedIn | Twitter), VP and Principal Analyst for B2B Marketing Professionals at Forrester Research.
On this episode, Laura talks about where ABM came from, what's next for the technology, and what it means for B2B marketers. She also talks about her background with Forrester, why she left and came back to the field of research, and the most important insights she drew for the SiriusDecisions 2019 Summit.
5 Key Takeaways: - Account-Based Marketing takes the idea of one to one marketing and scales it in a sustainable way. - The two most important aspects of ABM strategy are the ability to analyze data and insights, and the ability to personalize content. - ABM forces both sellers and marketers to focus on the right things, rather than focusing purely on volume. - ABM is forcing marketers to think harder about who they target, and that's a good thing. - "You need your sellers to be helpful and human, not hungry." - Laura Ramos
Bio: Laura Ramos is the VP & Principal Analyst serving B2B Marketing Professionals at Forrester Research. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media.
Notes & Quotes: Laura's Origins - (1:40) - Laura started at Forrester in 2001. - Did a few years in corporate marketing at Xerox before coming back to Forrester. She wanted to make sure that the things she was recommending were actually applicable and useful. - Laura thinks it is crucial to keep her finger on the pulse of practitioners in order to be an effective analyst.
Laura's Role at Forrester - (4:00) - Laura is focused on engagement at Forrester, especially for B2B marketers. - What are CMOs concerned about? Getting closer to their customers. Rightly, CMOs want to get to know their customers through data and insights, as well as listening.
ABM - (8:00) - ABM: Fad or Fabulous? - "With ABM, you're able to take the concept of one to one marketing and scale it in an efficient way." - Laura Ramos - What made it a category? There were a lot of vendors who came into the space and started to market themselves. - Before ABM came around people had started to get so focused on leads that they forgot everything else. - ABM was a necessary correction to that attitude, and it is making marketers and sellers think harder about who they want to go after. - ABM is partially just a bubbling up of named accounts. - There is a strong connection between ABM and Sales Enablement. - "You need your sellers to be helpful and human, not hungry." - Laura Ramos
New Insights from Forrester and SiriusDecisions - (17:30) - A survey from Forrester revealed that the two most important aspects of ABM strategy are the ability to effectively use data and insights, and the ability to personalize content. These were also the most challenging areas. - ABM is fabulous because it forces marketers and sellers to focus on the right things: personalization, being helpful, and targeting the right accounts. - It's important to focus not only on the sale, but on the entire customer lifecycle.
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