How to work with Account Based Marketing to grow your revenue with Jessica Fewless
When Jessica Fewless started investigating B2B marketing technologies she came across the company Demandbase who was focused on Account Based Marketing. This became a shift for Jessica’s career and from that day she knew that she wanted to work at Demandbase. Said and done, she has been the VP of Customer Experience at Demandbase among other things as the author of Account-Based Marketing (2019), speaker, and ABM strategist. In this episode, we discuss what ABM is and how companies can apply different ABM tactics by taking part in some practical thoughts and experiences of Jessica’s career.
The Prophet of Profit - Jessica Fewless - Hard Corps Marketing Show #176
The Hard Corps Marketing Show
Account Based Marketing has gained momentum with business to business companies, but how do we utilize accounts that fit our ideal customer profile to create the most impact? A Marketing Leader, Author of Account-Based Marketing, Speaker, Evangelist, ABM Strategist, Jessica Fewless, discusses how to refine your ideal customer profile and personalize marketing to them. Takeaways: Intent should inform your strategy. Once you come up with the ideal customer profile, use intent to figure out who is in the market now in order to find out which accounts to focus on first. Collaborate with your marketing, sales, and customer success teams to find your ideal customer profile (ICP). ICP needs to be refined each year as the market changes. Just because you want to sell to somebody doesn't mean that they want to buy from you and vice versa. Be intentional with your account-based marketing strategy. We have more data than ever before, use it to segment your ICP list. It is time to rethink the customer marketing function. Due to today’s economic climate, it is all hands on deck to save and grow as much of the business that we currently have. When marketing to your one-to-one treat each customer/company as a market of one. Everything should be 100% personalized for them. Make them feel special, use their vernacular, and give them a piece of collateral with their logo on it! Career advice: Having different job opportunities is like dating. As you go through your career, figure out what you liked and what you didn’t to find exactly what the right company is for you. Links: LinkedIn: https://www.linkedin.com/in/jfewless/ Twitter: https://twitter.com/jfewlessB2B Email: firstname.lastname@example.org Account-Based Marketing: https://www.amazon.com/Account-Based-Marketing-Target-Companies-Revenue Shout Outs: 19:53 Christopher Engman Busted Myths: You can’t buy your way into an ABM Strategy! First you need the strategy and then you buy the technology. Sales representatives can be very compelling - don’t fall into “Shiny Object Syndrome!” Death to nurture! Sometimes nurture gets in the way of good marketing. Try partnering it with your sales development rep. This will allow you to have a more personalized approach to account-based marketing. Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/PMs3o-qNQ4E
Increase Win Rates with Account Based Everything with Jessica Fewless
When Jessica Fewless started out her career in marketing... the sales and marketing teams really didn't talk to each other. Over the course of her experience, she’s learned how to work things so that sales and marketing are in absolute lockstep when it comes to Account-Based Marketing. Now VP of Customer Experience at Demandbase, she talks with Jeremey about how salespeople can implement certain motions in order to be more successful. Visit SalesLoft.com for show notes and insights from this episode.
EP 2: How ABM Has Changed the Game for Event Marketers w/ Jessica Fewless
Masters of Events
ABM is the best thing to happen to event marketers. That’s because it allows them to be far more targeted at events, whether they’re of the trade show/conference variety or company-produced (e.g., VIP dinners, workshops). Listen in as Jessica Fewless, VP of ABM Strategy at Demandbase, shares some practical thoughts on how to select the shows you should go to in a given year based on the percentage of target accounts who will be attending.