Account Based Marketing (ABM) with Shawn Cook

Episode 23: In this episode, we are discussing all things Account Based Marketing (AKA? ABM). Often, sales and marketing are each toiling away in their own departments, siloed off from one another while performing their day-to-day duties. Well, with today’s topic those two departments will be working together that much more. Because ABM sees marketing and sales collaborating in order to target specific, high value accounts.  

And who better to help break down ABM than one of the leaders from Rollworks, a top Account Based Marketing platform for B2B marketing and sales? Joining Dani, is Shawn Cook. Shawn is VP of New Business Sales at RollWorks and has 25 years experience leading high-performance sales teams, with 15 years in Martech at companies like Vocus/Cision, Eloqua/Oracle, TrackMaven/Skyword and Triblio. Shawn is known to create his own words like “Compelevant” (a combination of compelling and relevant) or “Humblonfident” (a combination of being humble first but always confident). Although he is a VP of Sales, Shawn doesn't really believe in “selling” in the traditional sense, but rather in facilitating buying processes and helping buyers to determine whether or not they should be in a buying process.  

Together, Dani and Shawn break down ABM in a few key areas: 

• How Shawn defines ABM (Spoiler alert: it’s “quirky”) 
• What companies are a good fit for ABM and what criteria to look at when making that decision 
• Tips for pairing Inbound Marketing and lead generation with ABM 

CONNECT:

LeadG2: LeadG2: leadg2.thecenterforsalesstrategy.com/
 
Dani Buckley:
LinkedIn: linkedin.com/in/daniobuckley/
About: leadg2.thecenterforsalesstrategy.com/dani-buckley
 
Shaye Smith:
LinkedIn: linkedin.com/in/shayesmith/
About: leadg2.thecenterforsalesstrategy.com/shaye-smith

Shawn Cook:
LinkedIn: linkedin.com/in/shawnsationalcso/
RollWorks: rollworks.com/

TIMESTAMPS:
(03:21) "QERC"
(04:22) You're not trying to boil the ocean
(06:35) Benefits of ABM
(07:54) Sales should be just as digital as everything else
(09:40) 10 times more efficient without 10 times the budget
(11:14) If you have a Target account list, you're ready for ABM
(14:11) What would you say to those considering ABM?
(16:41) RollWorks
(22:04) "Compellevant"