In this episode, Paul Denham talks with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata.io, about unlocking B2B buying group journeys to drive revenue faster.

B2B buying behaviour has changed in the last few years. Self-directed customer research has replaced the traditional funnel. With between six and ten people now involved in a typical buying group with an organisation, it's far from a linear progression from start to purchase decision.

So how do we better understand what is going on, how long the real customer journey is, and how do we assign values to all the touchpoints that make up the customer journey?  

Join us in this episode where all is revealed.

In this episode, Paul Denham talks with Naseef KPO, B2B Marketing Leader, Speaker and Mentor about all things ABM, in particular his experience using ABM platforms.

Naseef’s role as leader of the marketing analytics function for an enterprise-sized organisation put him at the centre of selecting, implementing and driving value from an ABM platform.

I was curious to understand what type of ABM platforms there are and the challenges around deriving value from these investments. Naseef shares his insights and opens up a bigger picture than the tactical narrow view of ABM which is all too common.

Tune in to get full value from this engaging discussion.

In this episode, Paul Denham talks with Kristina Jaramillo, President of Personal ABM. 

The topic of the conversation centres on 'personal' ABM and how it can bridge sales and marketing to close accounts that are in the 60% of the market that's stuck in the status quo, with the aim of increasing marketing's influence over revenue.

Personal ABM speaks to the people within target accounts to create a human bond. 

It goes directly to key decision-makers and influencers with insights that are specific to their gaps and impacts and content that speaks to them specifically. 

As a result, clients create a buying vision so strong that buyers pull sales, marketing and account teams through the buying process.

But to achieve this and get your ABM on track, you've got to learn to walk before you start running:

As Kristina says..

"Get a strategy in place before you move forward"

"It's almost like if you're playing a game of chess"

"You can't just move pieces around and just hope to win"

"Think steps ahead"

"And that's a level of relevancy that's really needed to drive these interactions and be successful".

"And especially move people that are in status quo".

And considering 2/3rds of ABM programs underperform, this is time well spent.

Tune in for a lively discussion about doing ABM up close and personal.