Best of LinkedIn CW 38/ 39: Account-based Marketing

Hello Everyone,

Last week we decided to start something new and broaden the scope from Account-based Marketing to also include the topics of Field & Channel Marketing.

From now on, we′ll publish weekly, switching between Account-based Marketing and Field & Channel Marketing every week. Find below the first published edition of Field & Channel Marketing, which we published last week:

Back to Account-based Marketing! For this edition, we have handpicked 52 posts across CW 38/ 39 and 14 new people you should follow.

In our highlighted read, Nicolas Wandschneider shares insights from the second ABM Decoded Community Dinner held in Munich.

We have also included relevant events focusing on ABM and B2B marketing.

Additionally, we recently hit the 3.000 Subscribers! ??

Have a great week ahead and many thanks for sharing your insights!

Thomas

Best Practice: Marketing/ Sales Alignment: Account Profilings

Sales & Marketing alignment has been prayed for years, especially within ABM. Despite that, the question of what the exact execution looks like often occurs. Find the following one Best Practice we′ve established, when preparing and sharing Account Profilings.

Our Five-Phase Account Profiling Process:

1. Kick-Off Meeting with Marketing and Sales During this initial phase, we define key focus areas and specialities to guide our project execution. This collaboration ensures that both teams are aligned on objectives from the outset.
2. Project Execution Our team takes the lead during this phase, which typically lasts a few days. We focus on gathering and analyzing relevant data to develop actionable insights.
3. Presentation of Results Instead of merely sending results via email, we present them collaboratively with both Marketing and Sales teams. This approach fosters higher engagement and reveals deeper insights, allowing us to "read between the lines" and discuss implications.
4. Follow-Up Meeting/Review A few weeks after sharing the results, we hold a brief 15-minute follow-up meeting to discuss the usage and benefits of the findings. Scheduling this appointment during the presentation of the results ensures accountability and encourages ongoing dialogue.
5. One-Pager Report Finally, we create a one-page report that summarizes the results and their usage. This document blends qualitative and quantitative insights, making it easy for stakeholders to grasp the impact of our efforts.

Et voila - simple as that, but partially super hard to execute. Happy to discuss!

ABM Insights From SAP, VMware, and More at the 2nd ABM Decoded Community Dinner in Munich

The ABM Community Dinner No. 2 in Munich brought together over 15 experts from companies like SAP and VMware to discuss the latest in ABM strategies. Key topics included the growing importance of deal-based marketing for existing opportunities and the debate between local vs. global budget allocation.

The consensus highlighted the need for regional ABM approaches to effectively engage local stakeholders, despite increasing global budget shifts.

Upcoming Events

Please let us know if you come across any additional events that will add value.

• 01-03 October 2024 | B2B Marketing Exchange East 2024 by B2B Marketing Exchange
• 03 October 2024 | Pilot ABM: How to develop Account-based Marketing and sales playbooks to generate pipeline by FullFunnel.io with ???? Andrei Zinkevich and Vladimir Blagojevi?
• 07-09 October 2024 | B2B Summit EMEA by Forrester
• 23 October 2024 | October Rethink ABM - New York by Momentum ITSMA
• 23 October 2024 | Olympus - GTM Gods in NYC: Get Ready to Sell Like a God by Apollo.io
• 06?November 2024 | The Global ABM Conference by B2B Marketing
• 12 November 2024 | Account-Based Innovation Tour San Francisco by ForgeX with Davis Potter , Matt Steffen , Désirée Daniels, MBA , Jessie Wu , Akriti Gupta , Allison Asplund , Ashton Wright , Mary Gilbert (Kerford) , and Mitch Speers
• 12-14 November 2024 | MarketingProfs B2B Forum by MarketingProfs
• 27?November 2024 | B2B Marketing Awards by B2B Marketing
• 27-28 November?2024 | B2B Marketing Expo by ROAR B2B

Interesting ABM Posts in Calendar Week 38

Transforming challenges into opportunities: Sales-marketing alignment at Demandbase’s #MakeItCount conference - Mike Boogaard

From targeting to automation: A look at the four phases of ABM - Gabe Rogol

ForgeX recap: Tackling ABM challenges and brainstorming solutions with an amazing team - Rachel Curasi

How Criteo saved $300k and mastered their GTM and ABM program - ??Tania Saez??

Honored to see our ABM journey reach the finals of the Marketing Excellence Awards - Rhiannon Blackwell

The ABM identity crisis: Why asking ‘why’ is more important than the tactics - Yulia Olennikova

Join Momentum ITSMA’s Rethink ABM event in NYC - Kerry Gould

The hidden challenge of ABM success: Turning intent signals into real sales conversations - Peter Lundie

Beyond Google Ads: Demand gen strategies that worked for this Series A startup - Praveen Das

Insights from LinkedIn Live with Bev Burgess : How the 80/20 rule is reshaping B2B marketing - Jon Russo

State of B2B Marketing: Five lessons for 2025 - Vladimir Blagojevi?

The ABM question you must ask before building your strategy - Declan Mulkeen

The 5 most dangerous words for B2B companies - Adam Schoenfeld

Why quick fixes won’t solve your GTM issues: Here’s what will - Chris Walker

Prospecting today? Try this simple outbound workflow - Anthony Natoli

The buyer mindset: Crafting marketing that delivers value and proof - Simcha (Simka) Kackley, MBA, OMCP

Why our B2B marketing playbook needs a reboot in the AI era - Jon Miller

Maximizing GTM signals: How to make executive arrivals actionable - Todd Busler

Step by step: Approaching 2025 marketing planning - Orla Murphy

ABM Decoded: Key takeaways from our expert dinner in Munich - Carmen Belasus

How to launch an ABM pilot: The 1-1-1-1-10 framework - ???? Andrei Zinkevich

5 outdated B2B marketing strategies that used to be gold standard - Omprakash Karuppanan

Audience-first event: Why Exit Five’s Drive earned a standing ovation - Corrina Owens

Why CMOs are taking full ownership of qualified pipeline: Insights from SaaStr - Kacie Jenkins

ABM insights from SAP, VMware, and more at the second ABM community dinner in Munich - Nicolas Wandschneider

The myth of “ABM-only”: Why broader content is still essential - Daniel Zsolt Rényi

Interesting ABM Posts in Calendar Week 39

How to move from one-size-fits-all ABM to a dynamic, cross-functional GTM strategy that targets your best-fit accounts - Sophie Buonassisi

ABM isn’t account-based GTM: Understanding the difference to drive success - Davis Potter

Aligning Sales and Marketing for ABM success: Key takeaways from the Engage Martech Summit - Christian Weiss

Bridging the gap: Turning ABM theory into actionable demand gen strategies - Josh Shulman

The importance of direct CEO-CMO alignment for true marketing impact - Alon Even

Unlocking the power of cross-functional influence in ABM programs - Josh Weale

The 25 essential questions you need to ask before starting ABM - Steve Armenti

How AI is transforming content regeneration in Account-Based Marketing - Nancy Carlyle Harlan

How Seeblue is revolutionizing ABM with AI-powered personalization - Rocio E. Garza, MBA

Scaling ABM without losing the personal touch: The ultimate challenge - Gargi Nangalia

Shifting the focus in ABM: It's all about engaging accounts, not just reaching them - Alex Venus

ABM road trip: Aligning your message with the buyer’s unique journey - Viktoria Dehtiarova

New LinkedIn ads hack for B2B marketers running ABM and demand gen - Patrick Cumming

DMEXCO24 highlights: Engaging meetings, valuable sessions, and top-level attendees - Sheila Moghaddam Ghazvini

How Scrappy ABM generates a 4.4X return with a $23k/mo investment - Mason Cosby

How do we drive value from ABM when the only constant is change? - Elise Anastacia Marr (née Miller)

The future of SDRs: Strategic execution with AI enhancements across your GTM and ABM efforts - Kyle Coleman

The future of B2B marketing: Integrated technology for seamless account-based strategies - Megha Rungta

Account-based GTM vs. MQAs: Understanding where each fits - Tyler Pleiss

ABM’s enduring importance in a volatile market: Key takeaways from an insightful dinner - Paul Mackender

ABM strategies across large organizations: Inflexion's latest study insights - Xenia S.

Reflections on ABM's evolution at Demandbase's 'Make it count' event in London - Joel Harrison

Don’t drop the ball: How to maintain ABM personalisation in the final mile - Jordan Adams

The importance of discovery workshops in ABM readiness - Paola Piccinno

Why ABM success requires more than ads and emails - Bill Murphy

Celebrating insights and customer-centricity at our CMO Idea Exchange at INBOUND - Sophia Agustina

Whom to Follow on LinkedIn - Newly Added

What's Next?

We filter out and handpick the most relevant posts about Account-based Marketing biweekly to help you navigate the LinkedIn jungle and find real value.

We look forward to hearing your thoughts.