{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"84: Why an Account Based Marketing Strategy in B2B is Successful","description":"Jon Miller, founder and CEO of Engagio, has found success with an account based marketing strategy for his company. On this episode of Renegade Thinkers Unite, he explains what account-based marketing is and why it can change the way you approach prospective clients. He also shares practical ways you can authentically relate to company CEOs and why account-based marketing strategies are a business process, not a tech stack tool. This conversation is sure to educate and inspire, so be sure to listen! Subscribe on Apple Podcasts - Stitcher- or Podsearch What You\u2019ll Learn  [1:14] Jon\u2019s Renegade Rapid Fire segment [10:39] What is ABM and why should you consider this strategy? [15:10] How Jon is using ABM in practical ways at Engagio [21:45] People respond to the human touch in account-based marketing strategy [27:32] ABM is a business process, not a tech stack tool [29:26] Jon\u2019s \u201ctwo do\u2019s and one don\u2019t\u201d for marketers interested in ABM  Why choose an account-based marketing strategy? Jon describes account-based marketing (ABM) as fishing with a spear vs. fishing with a widely cast net. It\u2019s about identifying which accounts are most likely to work with your company, then putting more energy and resources into securing those accounts. B2B marketing environments are noisy and competitive, and ABM strategies allow you to stand out from the masses and attract the best clients with the highest ROI opportunities. People seek authentic connection - that\u2019s why they respond to the human touch in ABM True account-based marketing strategies are multidimensional and go deeper than superficial attraction. CEOs are open to ABM strategies because they\u2019re human and they want to work with people who truly understand them. Jon and his team at Engagio have a 26% meeting rate and a 60% human reply rate, simply because they\u2019re not afraid to personally reach out to every prospect. Practical ways to implement an account-based marketing strategy into your B2B company An account-based marketing strategy can be implemented within your company in 3 steps: identify a CEO\/company target, assign a team member to interact with them, and personalize your tactics for that specific target. Using face-to-face meetings as much as possible, targeted direct mailings and engaging emails are all useful when starting an ABM approach. Connect With Jon:  Jon\u2019s website Engagio\u2019s website Connect with Jon on LinkedIn Follow Jon on Twitter Follow Engagio on Twitter Follow Engagio on Facebook  Resources &amp;amp; People Mentioned  INTERVIEW: \u201cTurning Marketing into Math\u201d Salesforce brand 1-1-1 Approach Dreamforce conference BOOK: \u201cThe Advantage: Why Organizational Health Trumps Everything Else In Business\u201d BOOK: \u201cGetting Naked: A Business Fable About Shedding The Three Fears That Sabotage Client Loyalty\u201d BOOK: \u201cThe Challenger Sale: Taking Control of the Customer Conversation\u201d Lingo Live company  Connect with Drew  http:\/\/renegade.com\/ On LinkedIn On Twitter On Facebook On Instagram  ","author_name":"Renegade Marketers Unite: Top Rated Podcast for CMOs","author_url":"http:\/\/renegademarketing.com\/podcast","html":"<iframe title=\"Libsyn Player\" style=\"border: none\" src=\"\/\/html5-player.libsyn.com\/embed\/episode\/id\/6548816\/height\/90\/theme\/custom\/thumbnail\/yes\/direction\/forward\/render-playlist\/no\/custom-color\/88AA3C\/\" height=\"90\" width=\"600\" scrolling=\"no\"  allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen><\/iframe>","thumbnail_url":"https:\/\/assets.libsyn.com\/secure\/content\/21639588"}