Ep. 484 | ABM Power Moves: Aligning Teams for Max Impact

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

This episode discusses account-based marketing strategies with guest Amanda Dyson. She shares insights on personalizing ABM approaches based on customer understanding rather than focusing on features. Amanda emphasizes the importance of collaboration between sales and marketing in areas like account nomination and campaign planning. She also outlines how ABM can support customer retention, upsell, and cross-sell efforts by building long-term relationships.

About the guest

Amanda is a 20-year B2B SaaS marketing veteran. She has run regional and global teams. She has a passion for people and results and a proven track record of success. She has held leadership positions in sales and marketing, including ABM, partnerships, demand gen, field and corporate marketing for global Supply Chain Management (SCM) and Enterprise Resource Planning (ERP) companies. When she’s not growing people or pipeline at leading tech companies, she enjoys spending time with her family in the mountains or at the beach, running daily, and practicing mindfulness.

Connect with Amanda Dyson

Key takeaways
- Lead with customer pain points rather than product features to build trust.

- Collaboration between sales and marketing is required through an account nomination process and campaign planning sessions.

- Focus ABM efforts to avoid trying to sell everything at once and "boil the ocean."

- Leverage ABM for existing customers through custom landing pages and insider advocates to drive retention, upsell, and cross-sell.

- Overcommunicate ABM strategies internally through a living overview deck and consistent updates on calls and materials.

Quotes
"ABM is probably my favorite type of marketing because it can be disruptive and provocative. And, honestly, it's just all about the customer and how to stand out to them." -Amanda Dyson

Recommended Resource

Books
-"How Women Rise" by Sally Helgesen and Marshall Goldsmith

-"Radical Candor" by Kim Scott

-"Amp It Up" by Frank Slootman

-Fiction books by Kristin Hannah and Frederick Bachman

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