Craft Marketing Banner for March Event on Account Based Marketing

Steve Robinson will explain what account-based marketing is and break down 3 different strategies so you can find your ideal fit at AMA Madison’s Craft Marketing presentation on March 29th.

The session begins at 5:30 p.m. with networking at the Capital Brewery on Madison’s West Side. (This session is planned to be in-person, but may be switched to a virtual event depending on Covid restrictions.) 

Thanks to our sponsor:

Register here

Check out Steve’s preview of what attendees will experience at the upcoming Craft Marketing presentation.

Tell us a little about yourself and what Brilliant Metrics does.

Brilliant Metrics is a digital-first marketing agency. B2B marketing leaders turn to us when they want to expand their team’s capabilities, knowledge, and technology – to ultimately grow results and impact. As founder and CEO, I support our account team on occasion with client strategy, and I also serve as the face of the agency – writing, speaking, and leading webinars and workshops. In addition to my role with Brilliant Metrics, I teach a few classes a year for UW-Milwaukee’s School of Continuing Education on a variety of marketing tactics. Ultimately, both I and Brilliant Metrics are on a mission to help marketers grow.

What is Account-Based Marketing (ABM), and why should marketers consider pursuing it?

Account-Based Marketing (ABM) is a collection of tools and techniques that primarily B2B marketers use to market more strategically within a set of known target accounts. Often, ABM is more tightly integrated with sales than traditional marketing. For most B2B organizations, ABM can be significantly more efficient and produce far better results than traditional marketing, but only if implemented appropriately for the business, and only if both Sales and Marketing are aligned on the goals and responsibilities of the ABM program – that’s some of the meat of the presentation 🙂

Can you give us a preview of the different strategies for ABM and how it can help different organizations? 

When we work with clients on building ABM programs, we look at ABM through the lens of three distinct types or flavors: Strategic ABM, ABM-Lite, and Programmatic ABM. You can think of strategic ABM as highly customized, one-to-one marketing, targeting a single account at a time. As you can imagine, this is best for companies where growing a small number of large relationships would have a huge impact on the organization. On the other end of the spectrum, programmatic ABM is a one-to-many marketing strategy, where accounts all get the same messaging. You might be targeting a few hundred or even a couple thousand accounts at a time – much more appropriate for the goal of landing a larger number of small accounts. ABM-Lite is somewhere in the middle. There’s a lot more subtlety here, but I’ll save that for the presentation 🙂

What is the big takeaway people can expect if they attend the event?

Many marketers have a single definition or vision for ABM in their minds – either assuming how it would work for their organization or ruling it out. Some have heard of it, but the definition is a bit fuzzy. By attending this presentation, you will come away with a better understanding of the breadth of ABM practices and a clearer vision for how ABM might fit in your organization. I’m especially excited for those folks who have ruled out ABM because they weren’t aware of how adaptable it can be. They may come away realizing ABM has been a great fit all along, just not the variety they were first exposed to.

AMA Madison’s ‘Craft Marketing‘ Series

Craft Marketing features a local virtual presenter each month. You’ll have the chance to learn about a wide range of marketing topics while networking with other industry professionals and enjoying the drink of your choice from your virtual location.

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