The concept of Account-Based Everything (ABX) — Dmitri Lisitski // Influ2
- Part 1The future of MarTech & ABM
- Part 2 The concept of Account-Based Everything (ABX) — Dmitri Lisitski // Influ2
Show Notes
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02:49The concept of Account Based EverythingAccount Based Everything' extends beyond marketing to partnerships with sales and customer support for lifecycle revenue marketing. For sales-driven organizations selling to large enterprises, aligning teams through revenue is key for successful ABM or ABX programs.
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09:39Marketing and sales alignment for ABM successAligning sales and marketing requires a shift from focusing on shared accounts to specific individuals, ensuring a more targeted approach. Marketing must move beyond just handing off MQLs to embracing a continuous support role throughout the entire sales lifecycle.
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10:25Enhancing sales and marketing partnerships with engagement dataWhile marketers shouldn't dictate sales actions, they possess valuable engagement signals. These signals, such as email opens and ad clicks, can guide sales on who to contact and what to say, ultimately contributing to greater success in closing deals and achieving quotas.
Quotes
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"The key to any successful ABM or ABX program and aligning marketing and sales is revenue." - Dmitri Lisitski
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"Marketing needs to change how they think about their metrics and goals. It must continue supporting the sales process after the MQL stage, throughout the full lifecycle." - Dmitri Lisitski
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"Every day, salespeople wake up asking what they should do to close more deals and hit their quotas. Every engagement signal that marketing has in their database can help answer this question." - Dmitri Lisitski
- Part 1The future of MarTech & ABM
- Part 2 The concept of Account-Based Everything (ABX) — Dmitri Lisitski // Influ2
Up Next:
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Part 1The future of MarTech & ABM
Dmitri Lisitski, Co-Founder and CEO at Influ2, delves into the future of ABM and account-based everything. As the industry matures, companies are realizing that no single platform can address all of the aspects of ABM. Increasingly, companies are using multiple platforms to solve different issues, indicating a trend toward specialized solutions like Influ2. Today, Dmitri discusses the future of martech and ABM.
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Part 2The concept of Account-Based Everything (ABX) — Dmitri Lisitski // Influ2
Dmitri Lisitski, Co-Founder and CEO at Influ2, delves into the future of ABM and account-based everything. Marketers have traditionally viewed MQLs as the endpoint of their role in the sales process. However, the reality is that the journey begins when potential buyers express interest, requiring ongoing support throughout the entire lifecycle of the sales process. Today, Dmitri discusses the concept of Account-Based Everything.
