Ep. 463 | Leveraging Technology to Drive Account-Based Growth

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary In this episode, Uzair Dada of Iron Horse shares how professional services firms can leverage account-based growth strategies to expand beyond their traditional one-to-one sales approach. Uzair outlines opportunities in scaling thought leadership and personalizing content for target personas. The discussion also emphasizes using AI technologies to improve targeting and segmentation while bridging the gap between marketing and sales. Aligning teams through change management and focusing on customer success and adoption are highlighted as key factors for long-term success.

About the guest

Uzair Dada is the Founder and CEO of Iron Horse. Over the last 24 years, Uzair has built Iron Horse from a startup to an award-winning growth marketing agency helping global B2B companies build scalable revenue-focused integrated marketing programs.

His areas of expertise include building B2B Marketing programs that focus on ABM, sales enablement, connected Martech, and intent data.

Connect with Uzair Dada

Key takeaways

- Professional services firms can apply account-based strategies to uncover new opportunities beyond their current relationships

- Intent data and account insights platforms can help surface these broader account opportunities

- Focusing content strategy on targeted personas and their intent needs through clear strategy and segmentation is important

- AI-based personalization allows testing variations at scale to optimize personalization

- Bringing marketing and sales alignment through change management processes is critical

- Ensuring customer success and adoption after the sale is as important as acquiring new logos

Quotes
“I feel we over-index because of ABM on the M side. And there's a lot of stuff for account-based growth that exists on the sales side. And I think the next generation of evolution and sort of innovation really needs to happen to bring those two things together.” -Uzair Dada

Recommended Resource
Podcast

- Decoder by Nilay Patel, which discusses the history of AI and interviews with leaders in the field.
- Empire which provides insights into South Asian history, even for those from the region.

Shout-outs

-⁠ Avanish Sahai⁠, an expert on partner selling and partner go-to-market.

-⁠ Bruce Chesebrough⁠ for insights on sales, ABM, and operating as a sales leader and investor.

-⁠ Monica Behncke⁠ for her thinking and foresight around persona journeys and driving progress across the funnel.