How do you do 1 to Few ABM? Google Cloud
How do you do 1 to Few ABM (and 1 to 1 ABM?)
In a recent engaging discussion focused on Account-Based Marketing (ABM) strategies, Desiree Daniels from Google Cloud provided valuable insights into data privacy considerations and the tailored approach to ABM programs.
The conversation delved into the significance of customer themes, sub-industry clusters, and the upcoming strategies for the next year, emphasizing a hybrid model and industry growth.
Furthermore, the dialogue highlighted the role of product marketing in crafting customer-centric messaging and the effective balance between quick wins and long-term engagement in ABM.
The insightful exchange concluded with a reflection on the importance of starting with multiple accounts for ABM success and leveraging the one-to-few strategy.
0:00 - Introduction to Count Based Fridays with a guest from Google
0:21 - Weekly poll revisited: successful strategies in outreach (one-to-one, one-to-few, one-to-many)
1:00 - Discussion on ABM at Google Cloud, retail ABM, and the evolution of ABM practices
4:18 - Lessons learned and challenges faced in implementing ABM at Google Cloud
6:03 - Strategies for winning over sales teams and integrating ABM into the sales process
7:25 - The importance of quick wins and executive sponsorship in gaining cross-functional buy-in
8:46 - Adapting measurement to convey ABM success to both sales and marketing teams
10:04 - Communicating and showcasing ABM successes internally
11:41 - Collaborating with peers in other verticals to share practices and scale ABM
13:10 - Leveraging support from content, enablement, and other marketing teams for ABM efforts
14:26 - Utilizing Google's digital capabilities and technology in account-based marketing
15:01 - Discussion on data privacy and its impact on ABM strategies at Google
15:31 - Tailoring ABM programs based on customer themes and sub-industry clusters
16:37 - Plans for ABM strategies in the upcoming year, focusing on hybrid models and industry growth
23:11 - Involvement of product marketing in ABM strategies and the importance of customer-centric messaging
23:38 - Balancing quick wins and long-term engagement in ABM, importance of one-to-few approach for success
26:50 - Advice on starting with multiple accounts for ABM success and benefits of one-to-few strategy
27:01 - Conclusion of the discussion, appreciation for insights shared by the guest from Google Cloud
