• Episode 20 - Jon Russo on Account Based Marketing and Sales for Industrial Manufacturers

  • Jul 24 2024
  • Duración: 1 h y 25 m
  • Podcast

Episode 20 - Jon Russo on Account Based Marketing and Sales for Industrial Manufacturers

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  • Jon Russo on Account-Based Marketing and Go To Market Strategies - Industrial Growth Institute Podcast Episode # 20 with Ed Marsh Summary In this episode, Ed Marsh interviews Jon Russo, a three-time global CMO and the founder of B2B Fusion. They discuss account based marketing (ABM) and its evolution into account-based go-to-market strategies. They also touch on the importance of executive commitment, sales enablement, and the integration of marketing and sales. Jon emphasizes the need for data-driven decision-making and the common mistakes made in strategy and tactics as well as: having a clear ideal customer profile (ICP) when developing an account-based go-to-market strategyneed for a long-term approach, the right technology to support and track the strategyimportance of training sales teams to focus on the ICPvalue of marketing and sales collaborationneed to add value to prospects by addressing their specific business needs. Their conversation concludes by exploring the challenges and opportunities of AI in the go-to-market space, the importance of community and events, and the need for great content in marketing efforts. Takeaways Account-based marketing (ABM) has evolved into account-based go-to-market strategies, integrating marketing and sales.Executive commitment is crucial for the success of ABM and other go-to-market strategies.Sales enablement is important in helping sales teams execute marketing strategies effectively.Industrial manufacturers can benefit from applying the same rigor and data-driven approach to marketing and sales as they do to manufacturing and operations.Optimizing the funnel and executing tactics require a focus on sales and marketing productivity and the ownership of data. Having a clear ideal customer profile (ICP) is crucial for developing an effective account-based go-to-market strategy.A long-term approach is necessary for success in account-based go-to-market, with a focus on building relationships and adding value to prospects.Technology plays a key role in supporting and tracking the account-based go-to-market strategy.Marketing and sales teams must collaborate closely and align their efforts to effectively target and engage the ideal customer profile.Great content is essential for attracting and engaging prospects, and events can be a valuable tool for building relationships and sharing insights.AI has the potential to transform go-to-market strategies, but accuracy and data quality are important considerations.Community engagement and continuous learning are important for staying up-to-date with industry trends and best practices. Takeaway Quotes from Jon Russo "Account-based go-to-market is target account sales with marketing mixed in.""ABM has evolved into a go-to-market motion and is less about account-based as a function.""You don't know what your white space is. Who do I target? How do I target? Your sellers are kind of going through the morass of their systems trying to piece all this information together and they're losing valuable time." Check out Jon's website LinkedIn: Jon Russo and Ed Marsh Twitter: Jon Russo and Ed Marsh Instagram: Ed Marsh YouTube: @B2BFusion and @EdMarsh Show Transcript Learn more about ABX and Account Based Marketing for Industrial Manufacturers Chapters 00:00 Introduction and Background 06:02 The Evolution of Account-Based Marketing 13:36 Account-Based Go-to-Market Strategies 28:07 Starting a Business and Frustration with Data 42:17 Common Mistakes in Strategy and Tactics 45:10 The Challenges of Upselling and Targeting 47:00 Nashville's Focus on Technology, Healthcare, and Manufacturing 52:49 Identifying the Ideal Customer Profile (ICP) 56:13 The Importance of a Long-Term Approach 58:23 Starting Small and Building Momentum 01:00:37 The Opportunities and Challenges of AI 01:08:12 Embracing Change and Taking Risks 01:10:49 The Importance of Great Content 01:14:03 The Power of LinkedIn and Continuous Learning #ABM #ABX #AccountBasedMarketing #AccountBasedSales #SalesEnablement #B2BSales #EnterpriseSales #IndustrialSales #IndustrialMarketing #EventMarketing #Community #ContentMarketing #AccountBasedGoToMarket #GTM #TargetAccountSales #ManufacturingMarketing #Podcast #salesAndMarketing #SalesAndMarketingAlignment #RevenueGrowth #RevenueGrowthStrategy
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