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Getting buy-in is critical for any kind of marketing campaign. From the leadership to the sales team, everyone has to be on the same page when you’re about to implement a new strategy or marketing tactic. This is true for account-based marketing as well, and few know that better than Eric Spett (LinkedIn | Twitter), the CEO of Terminus. On this episode, recorded live at Sirius Decisions in Austin, he discusses his start in the marketing world and finding an opportunity to bring ABM to more companies with Terminus.

3 Key Takeaways:

– When stepping into an emerging market, you have to find a balance of listening to what customers want and need and innovating and guiding customers toward the future

– The value of marketing is determined by sales. If the sales team isn’t bought in on an idea, the likelihood of success falls

– Using ABM correctly is about having a singular focus until you have mastered one strategy, then you can move on to the next

Key Quotes:

“With every might in our bodies, we believed that the future of great business was more focused, more personalized experiences, less quantity, more quality, and that flipping the funnel and ABM was the absolute best vehicle we saw to do that.”

“With any emerging market and emerging category, there is the right balance of listening to what customers are struggling with, but also innovating because they can’t necessarily see the future that you’re trying to take them toward. It’s about how do you balance the need to be an evangelist and tell them that ABM is the future, but also meet them where they are?”

“The value of marketing is actually defined by sales.”

“In more common cases, you have some really smart, forward-looking, innovative people in the company that agree that they want to do this. And the way to get the buy-in is to go show small success stories.”

“ABM is about higher-quality growth. What part of your business or your customer segment or where does this strategy really fit the best? Let’s apply it there singularly and iterate on that singularly until we figured it out.”

Bio:

Eric Spett is the CEO of Terminus, an Atlanta-based startup with an innovative account-based marketing platform. According to the Terminus website, since launching its product in March 2015, Spett has helped the company grow to more than $1 million in annual recurring revenue with more than 125 customers. Terminus also raised a seed round of $1.8 million and is headquartered at the Atlanta Tech Village with more than 30 full-time employees.

Spett got his start as a founder when he was just a college student, and eventually moved on to become an Operations Manager at Kevy. He was named to Atlanta’s 30 Under 30 in 2016.

 

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