Getting Started in ABM Without an Expensive Tech Stack w/ Nick Bennet

Executive Conversations

Hello hello! We’re about to show you that account-based marketing (ABM) can also be done without fancy technology.

While at the beginning you might need to focus on every single detail to get accounts to convert, ABM can be highly scalable.

In this episode, we invited the Director of Evangelism at B2B gifting company Alyce, Nick Bennett, who grew their whole business by following an ABM approach. He definitely knows a thing or two about targeted marketing.

ABM has become a buzzword, and people are calling it all different kinds of names. Some refer to it as targeted, outbound, or account-based marketing. But it all amounts to the same thing: getting to know the person behind each account you want to close.

This means finding out who they are at work, but crucially what they like to do after they close their laptops: what Nick calls the “five to nine”. And then, working those marketing qualified accounts (MQA) when they’re almost ready to convert.

Whether you’re approaching accounts on a one-to-one, one-to-few, or one-to-many basis, ABM, is much more than making targeted events or buying them gifts. It’s about really targeting those people, “we have a blueprint for every single account. And we know exactly what type of messaging to use,” Nick explains.

Doing ABM without an expensive tech stack to make personalized messages at a larger scale can be exhausting but not impossible. Nick explains how he made over 30 personalized landing pages by himself to close accounts, and how they’re doing it differently at Alyce today.

To get a better understanding of how ABM works even without a lot of dedicated resources, don’t miss Nick Bennett’s episode.

In this episode we talk about:

• Account-based marketing
• Scalable ABM
• Targeted marketing that converts

Timestamps:

• 00:52 What does ABM really mean?
• 08:24 Focusing on all the parts of the funnel
• 10:00 An alternative to measuring MQLs.
• 13:06 Alyce’s ABM set up walkthrough
• 14:30 Actually setting up an ABM process can help CAC
• 16:03 Making ABM scalable
• 22:41 Insights on Nick’s new role as director of evangelism

Connect with Nick Bennet on LinkedIn
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