In this podcast episode, John Golden from Sales POP! and Eric Gruber of Personal ABM discuss the pivotal role of account-based marketing (ABM) in enhancing the go-to-market strategy. They explore how ABM can accelerate revenue and increase average contract value by improving the account experience through aligned sales, marketing, and customer success efforts. Eric highlights the necessity of understanding target accounts, aligning messaging, and providing tailored content. They also address the challenges of engaging multiple stakeholders and the consequences of misaligned messaging, using a case study involving Bank of America. The episode wraps up by emphasizing the need for a unified go-to-market approach and the resources available at Personal ABM.
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