Importance of CDPs for ABM — Justin Gray // Shift Paradigm
- B2B
- Go-to-Market, Operations
- Marketing Consultancy, SAAS
- Growth Marketing, Entrepreneurship, Marketing Strategy
Justin Gray
Shift Paradigm
- Part 1Why ABM is not a Marketing strategy — Justin Gray // Shift Paradigm
- Part 2Account-based experience (ABX) vs ABM — Justin Gray // Shift Paradigm
- Part 3 Importance of CDPs for ABM — Justin Gray // Shift Paradigm
Show Notes
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02:17How CDPs help organizationsDifferent marketing solutions and platforms dont always integrate easily and seamlessly. CDPs provide a single source of data that organizations can tap into for true insights.
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04:25The purpose of CDPs in ABMCDPs help with the organization of data to understand how you can market to a customer. They provide the opportunity to have the right conversations with customers and prove you understand who they are.
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07:36Making changes to data collectedOften, there are situations where important data cannot be accessed because of a lack of integration or visibility. CDPs enable you to have more flexibility and a retrospective view of your data to make necessary changes.
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10:19Platforms for ABMSales Navigator is a top platform for ABM. LinkedIn provides closer proximity to the buyer. Print and mail are also very useful in ABM to provide a customized experience.
Quotes
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"CDPs are a direct answer to blockers to understanding organizations, which is the fact that we just don't have all of our data in a single place where we can tap into it and glean true insights." -Justin Gray, CCO, Shift Paradigm
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"Even when we're focused on 10 accounts, the way that we capture that data and store it is totally dependent on how we can leverage that information going forward and act upon it." -Justin Gray, CCO, Shift Paradigm
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"CDP is the opportunity to go back and fix data structure with intentional data management so we can have the conversations with the buyer that we need to, to prove that we understand who they are." -Justin Gray, CCO, Shift Paradigm
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"It's important that we look at our technology stack and our data management strategy through the lens of whats going to make our CRO happy and what's going to provide them access to that buyer or client." -Justin Gray, CCO, Shift Paradigm
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"One of the top platforms I see used for ABM is Sales Navigator. They're things like LinkedIn that give us closer proximity to the buyer." -Justin Gray, CCO, Shift Paradigm
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"I highly encourage folks to visit us at shiftparadigm.com. We give away most of our best practices for free. Take them, implement them, and let us know if you need additional help" -Justin Gray, CCO, Shift Paradigm
- Part 1Why ABM is not a Marketing strategy — Justin Gray // Shift Paradigm
- Part 2Account-based experience (ABX) vs ABM — Justin Gray // Shift Paradigm
- Part 3 Importance 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.
Play Podcast -
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.
