The Sales Evangelist: Sales Training|Speaking|Business Marketing|Donald Kelly

ABM (or account-based marketing) is the latest buzzword in the sales world, but how can we integrate this strategy within an existing marketing strategy? More importantly, should you? On today’s episode of The Sales Evangelist, Donald is joined by the Director of Global Account-Based Marketing at ON24, Lisset Sanchez-Schwartz, to learn her approach to implementing account-based marketing campaigns successfully. Determine what ABM really means and which type you should utilize.  ABM is a cross of a full range of communications, from events to content delivery. It’s segmenting customer bases into unique groups where you can apply different and specific messages. In some cases, that could even mean a 1:1 strategy. It’s not a tactic or campaign type, but it's an orchestration amongst many team members to holistically approach an account. There are three ABM approaches: one-to-one, one-to-few, and one-to-many. Of course, the personalized you get, the more expensive it is to implement.  Determine if an ABM str