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AMA: Albertsons Companies Director, B2B Marketing, Sierra Summers on Account Based Marketing Strategy
January 19 @ 10:00AM PST
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Albertsons Companies Director, B2B Marketing, Sierra Summers on Account Based Marketing Strategy
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Sierra Summers
Albertsons Companies Director of B2B Marketing • January 18
Marketing cannot close business without sales. Sales is the most important partner to marketing, ABM or not. While you can gain the support of the leadership teams, sales ops, etc, if you don't have your sales team onboard with your plans, you will not succeed. Bring your sales team into t......Read More
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Sierra Summers
Albertsons Companies Director of B2B Marketing • January 18
This is a great question! I can't tell you the number of times I've created content because someone in the C-suite thought it would be a good idea, or because a sales reply simply couldn't close a deal with a highly customized 1-pager. The truth is - content should be created with a purpose......Read More
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Sierra Summers
Albertsons Companies Director of B2B Marketing • January 18
I don't think ABM at its core is all that different from landing net new vs cross/upsell/expansion. If you boil it down, you are taking a set of channels and tactics and deploying campaigns to get your prospects or customers to take a desired action or behavior. I will argue that you have m......Read More
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Sierra Summers
Albertsons Companies Director of B2B Marketing • January 18
Work with your sales team! You can use a lot of different tech and methods to identify target accounts, but if your sales team isn't bought in, you won't be successful. I suggest using tools or conducting a TAM analysis to narrow down the list of potential accounts a tad small. Have the sa......Read More
959 Views
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