Marketing is a lot like parenting; it’s full of trial and error, late nights and the occasional tantrum. Both work best when parents (or departments) get on the same page and work together to ensure the child (or account) is engaged and given the tools they need to overcome their specific challenges.
This was the overarching theme of Sangram Vajre’s keynote address at the inaugural B2B Sales & Marketing Exchange event this past August.
“Sales has to be there with you,” Vajre said. “And if they’re not there, it’s not going to be a win.”
Vajre said that in two years, it’s likely ABM as we know it won’t exist. It will just become an integral part of how marketers can go-to-market better. That’s why it’s important that marketers start preparing now so that the foundation is set when new challenges come knocking.
“ABM is not a tool, not a tactic, but a way to build a strategy for your organization that you can win big,” Vajre said.
In the second episode of the B2B Marketing Exchange Podcast, we’re revisiting Vajre’s information-packed keynote because, simply put, the case studies and frameworks he shared are too important to miss. Give the episode a listen to learn how:
- Marketers can use parenting skills to take their marketing from good to great;
- The TEAM Framework can help drive authentic, long-term relationships with your target accounts; and
- Brands like Masergy, Pramata, Thomson Reuters and Snowflake are seeing success by getting scrappy and taking their initiatives to the next level.
