Focus on Accounts, Not Leads (Video)

The concept of “a lead” is one of the most misunderstood and misused strategies in marketing. CRMs like Salesforce have doubled down on the idea of a leads-focused marketing strategy by building CRMs focused on leads/emails and not accounts.

What should we be focusing on instead? Accounts. We need to understand the nuances of each account and the stakeholders involved.

ABM technology has improved this over the years, but you need to consider the accounts you sell to and not just the leads that fill out the forms. There are often 4-5 other people involved in the buying decision that we call “silent buyers.” How do you build awareness with them, and give them the information they need?

How to amplify marketing growth with an accounts-based approach

Watch this video for an example of “silent buyers” and how you can target them with your marketing and sales assets.

You also can check our Podcast page, we tackle all of the challenges of B2B marketers looking to build systems that scale.

What Your Sales Team Can Do for You (Video)

It’s time to listen to your sales team. Why? Account managers can help you fill a critical knowledge gap. In fact, if you're just looking at analytics to understand your marketing impact, you’re missing out on vital insights.

Not All MQLs are Created Equal (Video)

Stop me if you’ve been here before: You create a model forecasting the next quarter with the MQLs you need to hit your target. You invest heavily in growing MQLs and do so primarily through Lead Ads. Then, the sales team misses their target, and the SQL and Pipeline numbers are nowhere near their targets. 
John Short

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