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A Brave New Podcast

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  2. ABM: Account-Based Marketing, with Josh Dougherty

ABM: Account-Based Marketing, with Josh Dougherty

Nov 11, 2020

Josh Dougherty is the CEO and a co-founder of A Brave New, a Seattle marketing agency focused on helping businesses accelerate their growth through inbound marketing, branding, and web design. He specializes in working with clients to identify barriers to their growth and overcoming those barriers with strategic content and marketing tactics. He has a decade of experience in digital marketing and branding.

What you’ll learn about in this episode:

  • How account-based marketing (ABM) can help B2B reach high-value, long sales cycle targets in a smarter, more focused way and integrate with your overall marketing efforts
  • Why you don’t need a big team or budget to start ABM, and how your existing content can be a powerful way to start testing an ABM approach
  • How ABM helps you more precisely target prospects
  • Why strong, well-researched data and clear insights are a vital background for an effective and productive ABM program
  • How to use both qualitative and quantitative data to inform your process, and why creating your ideal customer profile (ICP) is the necessary first step
  • Where to focus your efforts during the initial research phase, and what key considerations to keep in mind
  • How to build a program for each of your ABM targets, and how the global pandemic has impacted outreach methods and cadences
  • How to find the right balance between sales-oriented messaging and personal interactions through social media to create a 360 approach for prospects
  • Why approaching people with the intent to be helpful is always the best way to generate goodwill and make yourself memorable - whether it’s through an account-based or an inbound marketing approach

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