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EP01. Hook, Line, and, Sinker: The ABM Magic

EP01. Hook, Line, and, Sinker: The ABM Magic

That's Growth Ops
• 41 min
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On today's episode of That's Growth Ops, Christopher Nault dives deep into Account-Based Marketing (ABM) with a focus on outbound marketing strategies and tools for effective sales and marketing alignment. Learn how to target key accounts using intent data and analyze campaign results with CRM, HubSpot, Sales Engagement, and Data Enrichment platforms like Apollo and ClearBit. Explore ad deployment, reporting, prospecting, AI integration, and the importance of iteration in the era of the "cookiepocalypse." Discover how to leverage first-party data and platforms like Rollworks to enhance your ABM strategies and drive results. Takeaways - Account-based marketing (ABM) allows for personalized outreach and engagement with specific companies and individuals. - Sales and marketing alignment is crucial for successful ABM implementation. - Tools like Apollo and Clearbit can help identify and prioritize target accounts based on specific criteria. - Intent data can enhance ABM strategies by targeting companies actively searching for relevant products or services. - Outbound marketing is not inherently spammy and can be effective when done well. ABM campaigns can generate significant pipeline and program growth - A well-rounded tech stack is essential for ABM success - Invest in platforms with a long-term roadmap and AI integration - Continuous iteration is key, don't strive for perfection - The 'cookiepocalypse' will require new approaches to data acquisition and management Chapters 00:00 Introduction to Account-Based Marketing 02:30 The Power of Targeting Specific Companies and Individuals 09:45 Sales and Marketing Alignment for Successful ABM 16:33 Dispelling Misconceptions About Outbound Marketing 23:15 Using Tools to Identify and Prioritize Target Accounts 24:46 Driving Pipeline and Program Growth 27:45 Building a Robust Tech Stack 30:12 Contact Level Ad Placement 38:26 The Importance of Iteration 40:06 Outbound is Not Spam 41:23 The Future of ABM 42:25 Navigating the Cookiepocalypse