Account-based marketing is all the rage. Most everyone wants to know what it is, how it applies to them, and what they can do to get started.
In this episode of the Marketing Evangelist Network, Sangram Vajre (CMO and Co-Founder of Terminus) tells us what we need to know about the account-based future.
Sangram breaks down the many changes marketing has seen since the 1990s. One key element is the transition from basic email marketing to the need for copywriters and journalists to create targeted content that resonates with an audience. Why is marketing moving in this direction? It’s because the customer is now in control.
There are two schools of thought about marketing right now: whether marketing needs to take a specialized or more general approach.
According to Sangram, the marketers need to be specialists in order to execute everything effectively, while the CMO should be generalist so they can understand the basis of the different marketers and set up the plan for everyone to follow.
We also delved into how traditional education institutions are not teaching concepts, such as demand generation and modern content marketing, in their curricula. Because of this, Terminus largely hires people from their events of who they observe to be passionate about marketing practices.
Moving on to everyone’s favorite hot topic: account-based marketing. How can people learn more about it? One option is to follow thought leaders, such as Craig Rosenberg of TOPO and Megan Heuer of SiriusDecisions, who are currently practicing the concept so you can learn how to execute it based off their experiences.
A key element of successful account-based marketing is using different channels to connect with prospects on the platforms where they consume content. Supreme to this approach is gearing your content toward the customer and what they want. Sangram believes that people who were early to adopt advanced tactics, like using marketing automation, are now looking to account-based marketing as the next big thing. For more, watch the video above.
Links & Resources:
Sangram on Twitter: @sangramvajre
Sangram on LinkedIn: Sangram Vajre
The Company: Terminus
Sangram’s Blog Posts: Sangram Vajre Blog
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Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.