Why ABM is not a Marketing strategy — Justin Gray // Shift Paradigm
- B2B
- Go-to-Market, Operations
- Marketing Consultancy, SAAS
- Growth Marketing, Entrepreneurship, Marketing Strategy
Justin Gray
Shift Paradigm
- Part 1 Why ABM is not a Marketing strategy — Justin Gray // Shift Paradigm
- Part 2Account-based experience (ABX) vs ABM — Justin Gray // Shift Paradigm
- Part 3Importance of CDPs for ABM — Justin Gray // Shift Paradigm
Show Notes
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01:55ABM as a response to sales and marketing alignment issuesInitially, a lot of marketing was focused on driving awareness in an untargeted fashion. These efforts werent bearing fruit for sales and ABM was meant to more precisely target intended prospects.
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04:48What ABM isABM solutions and platforms have a lot of features that are based on targeting. However, ABM goes beyond those features and is really about targeting in a highly informed manner.
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07:22Mechanisms that have changed around marketingTheres been a shift in terms of marketing now working with sales and other departments within the organization. Now, these departments can work together to determine the total addressable market, ICPs, and the reasoning behind them.
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09:34Technology and platforms facilitating shared insights for marketing and salesTheres been an increase in technologies and platforms that arent department specific. Rather, solutions are facilitating sales and marketing looking at the same dashboards, metrics, and perspectives of target accounts.
Quotes
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"Marketing is performing a lot of efforts that sales looks at and says, that's not fruitful, that's not relevant to my day to day. So, ABM was the retort to that age-old conflict." -Justin Gray, CCO, Shift Paradigm
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"If you look at what's out there in terms of an ABM solution or platform, you're going to find a lot of those features that are rooted in targeting. ABM is a lot bigger than those features." -Justin Gray, CCO, Shift Paradigm
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"When we reduce the aperture in which we're looking at, these are our targets, this is who we want to see to precipitate in the pipeline...That's a really big change for organizations today." -Justin Gray, CCO, Shift Paradigm
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"From a cultural and environmental perspective, it's incredibly important to get people out of siloed point solutions, sharing the same data, and focusing on the same motions." -Justin Gray, CCO, Shift Paradigm
- Part 1 Why ABM is not a Marketing strategy — Justin Gray // Shift Paradigm
- Part 2Account-based experience (ABX) vs ABM — Justin Gray // Shift Paradigm
- Part 3Importance of CDPs for ABM — Justin Gray // Shift Paradigm
Justin Gray
Shift Paradigm
Up Next:
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Part 1Why ABM is not a Marketing strategy — Justin Gray // Shift Paradigm
Justin Gray, Chief Commercial Officer at Shift Paradigm, discusses why ABM is not just good B2B marketing. When we think about ABM solutions and platforms, there’s often just focus on targeting accounts. However, they’ve led to more alignment between marketing and sales and shared insights in terms of target accounts. Today, Justin talks about why ABM is not a marketing strategy.
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Part 2Account-based experience (ABX) vs ABM — Justin Gray // Shift Paradigm
Justin Gray, Chief Commercial Officer at Shift Paradigm, discusses why ABM is not just good B2B marketing. If the pandemic showed us anything, it’s that clients will leave your company for a better one when there’s a misalignment between their goals and a company’s perceptions of those goals. Ideally, it’s critical to understand who your customer is and their goals, to provide a highly personalized and customized service to them. Today, Justin talks about the difference between account-based experience and ABM.
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Part 3Importance of CDPs for ABM — Justin Gray // Shift Paradigm
Justin Gray, Chief Commercial Officer at Shift Paradigm, discusses why ABM is not just good B2B marketing. When it comes to our tech stacks, we don't learn about how we should have implemented technology until someone requests data that we don’t typically store. While it’s important to ensure we're implementing solutions to understand who our buyers are, CDPs enable us to have more flexibility with data and be more retrospective when the need arises. Today, Justin talks about technologies and CDPs for ABM.
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