Up and to the Right #11: Account based marketing (ABM) strategy

This week's Expert Q&A, starring Erik Huddleston, CEO of Aprimo, and Hayes Davis, Co-Founder of Gradient Works, focuses on account based marketing (ABM). This discussion highlights how to align your revenue organization to support ABM, how ABM and PLG often work together, and things to expect when switching over to an account based marketing approach. Visit their LinkedIn profiles below to learn more.

Quick Links:
1:23 - Definition of ABM
3:15 - Distinction between the account approach and thinking about leads
5:43 - ABM and the customer lifecycle
10:49 - Things to operationalize to enable ABM
17:55 - Aligning your revenue organization to support ABM
23:50 - How to get everyone on the same page for ABM
31:38 - How ABM and PLG work together
40:00 - When to not use ABM
42:27 - What to expect when switching to an ABM approach

Watch for Salesforce ABM tips, account based routing, account based selling and more.