Patrick Layer shares his thoughts on how to switch make the switch from lead to Account Based Marketing (ABM) at Backbase during EPIC GROWTH SUMMIT in Russia.
ABM, the sales and marketing tactic beyond 2020!
Account-based Marketing (ABM) is a focused growth strategy in which Marketing and Sales collaborate to create personalised buying experiences for a mutually-identified set of high-value accounts.
How to 2x Pipeline Generation - A transition from Lead to Account Based Marketing at Backbase
In his talk Patrick sums up "Why Account Based Marketing" is beneficial for your organisation.
Marketing and Sales are aligned (breaking the silos)
- Cross team collaboration / improved communication
- Internal software (Salesforce / Hubspot and co is needed)
- Content and is tailored to the accounts
Deliver consistent customer experiences
- High value / relevant content - However context is king
Measure ROI (return on investment)
- ROI can be allocated to each account directly!