Why You Shouldn't Just Focus on Accounts Showing Intent

ABM Done Right - A Personal ABM Podcast

Вміст надано Kristina Jaramillo and Eric Gruber, Kristina Jaramillo, and Eric Gruber. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Kristina Jaramillo and Eric Gruber, Kristina Jaramillo, and Eric Gruber або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.

3y ago 4:44

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In this ABM Done Right Podcast, Kristina Jaramillo (President of Personal ABM) shares why you should not focus just on in-market accounts. This is something that the intent data platforms like 6sense, Bombora and others do not want me to talk about. In fact, in her book, “No Forms, No Spam, No Cold Calls – The Next Generation of Account-Based Sales and Marketing”, Latane Conant tells GTM teams to wait until there’s intent.

On page 14, she writes: “Target accounts are essentially living under a rock. They’re not actively researching products and solutions and they’re showing no signs of intent. How to connect with accounts in the target state: Don’t. There’s no reason to waste any resources that aren’t even poking their heads out from under the rock.”

On page 18, she writes how the target stage should get zero dollars or effort.

Listen to the podcast to see why Latane Conant and others that are just focusing on in-market accounts are wrong.

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#Business #Marketing #Eric Gruber #Kristina Jaramillo #MBA #Kristina Jaramillo And Eric Gruber