Ep. 533 | Cracking the ABM Code: Beyond Strategy

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

On this episode of OnBase, host Paul Gibson sits down with Ingrid Archer to discuss "cracking the ABM code" and uncover why successful ABM initiatives require more than just strategy. Ingrid shares her expertise on balancing localized needs within European markets, overcoming common misconceptions about ABM, and using AI to streamline processes at every stage of account-based execution.

From highlighting the importance of sales and marketing collaboration to providing actionable steps for initiating ABM, Ingrid offers incredible insights for marketers at every stage of their ABM journeys. This episode also dives into key hurdles like impatience, budget constraints, and the lack of education around ABM, offering solutions to overcome these issues.

Whether you’re new to ABM or looking to refine your current strategy, Ingrid’s advice is an invaluable resource.
Key Takeaways

• Sales and Marketing Alignment is Crucial: Successful ABM hinges on teamwork between sales and marketing. Forget the silos and work as one cohesive unit.
• Educate Before You Start: Teams must understand what ABM truly involves before implementation to avoid misconceptions and ensure success..
• ABM is Complex but Rewarding: While ABM can be more challenging than traditional approaches, its ability to deliver measurable, targeted outcomes makes the effort worthwhile.
• AI Helps Build Efficiency: Leveraging AI in areas like account segmentation, personalization, and research can improve the execution of ABM strategies.
• Think Long-Term: Patience is key when rolling out ABM initiatives. Avoid rushing and focus on creating a solid strategy before launching campaigns.

Quotes

“AI is not replacing marketers; marketers using AI will replace those who don’t use it.”
Best Moments

• 01:03–02:46 Ingrid shares her early career story of spotting gaps in the B2B agency world.
• 09:04–10:13 Comparing ABM approaches in Europe versus the United States and the role of cultural nuances.
• 16:15–16:33 Ingrid discusses the importance of educating teams and managing expectations for ABM programs.
• 23:12–24:57 Insights on data quality and why having a dedicated resource to manage data is critical for ABM.
• 28:45–30:47 Ingrid explains how SPOTONVISION is weaving AI into every step of the ABM framework for speed and accuracy.

Tech Recommendations

• Trendemon
• Apollo

Resource Recommendations
Books:

• Purple Cow by Seth Godin: Transform Your Business by Being Remarkable
• Permission Marketing by Seth Godin: Turning Strangers Into Friends And Friends Into Customers

Newsletter:

• Strategic B2B Marketing: Linkedin newsletter by Thomas Allgeyer

B2B leaders to follow

• Thomas Allgeyer - Founder, B2B Marketing
• Bob Peterson - Vice President, Principal Analyst, Forrester Research

About the Guest

Ingrid Archer is Co-founder of B2B Marketing agency SPOTONVISION as well as the B2B Marketing Forum in Europe. She is responsible for customers, consultants and the marketing of SPOTONVISION. She is a certified Buyer Persona and ABM practitioner and has a strong focus on integrated marketing approach from buyer personas, lead generation, demand generation, to account-based marketing. Ingrid enjoys writing and giving marketing training, including our own B2B Vision Academy. She regularly writes on B2B marketing for blogs such as Marketingfacts and Emerce.

Website: spotonvision.com

Connect with Ingrid Archer