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Navigating ABM as a Sales Manager with Elissa Nauful
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In this episode, we’re diving into Account-Based Marketing (or ABM), asking questions like: Why is ABM a strategy worth the consideration of sales leaders? What are the hurdles that leaders can anticipate when acclimating to an ABM strategy? And how do you determine what accounts to target in the first place?
Joining Dani to help break it all down is Elissa Nauful, Director of Sales at The Center for Sales Strategy.
Elissa gets into some great points from her first-hand experience, like:
- How it provides the perfect opportunity to build beautiful relationships with prospects
- Why a strong ABM strategy requires alignment between sales and marketing, and how do that well
- The roll of technology in ABM
- And, lastly, how ABM can paint such a clear picture of where people are in the buying process, making it that much easier to extend your “digital hand” and nurture them.
Links:
Elissa Nauful:
linkedin.com/in/elissanauful/
Dani Buckley:
linkedin.com/in/daniobuckley/
LeadG2:
leadg2.thecenterforsalesstrategy.com/
TIMESTAMPS:
(02:28) Why Elissa thinks ABM is a good strategy.
(03:48) What directors of sales should be on the lookout for when embarking on their ABM journey
(06:40) Make sure your team uses your CRM
(07:57) Marketing and Sales alignment is important for a successful ABM strategy
(11:57) What are some potential hurdles that sales leaders might encounter when adopting an ABM strategy?
(14:26) It's so much cheaper to hire someone who knows what they're doing than to try and learn it yourself.
(15:27) How do you determine what accounts to target and what does that process look like?
(17:29) Tell us a little bit about your experience using RollWorks
(21:03) ABM is really helpful as you try to be as relevant as possible to prospects by category or by job detail
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