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Podcast • Jul 01, 2022

Jon Russo Talks Buying Group Marketing

Jon Russo explains potential shortcomings of ABM as well as its possible evolution into an even more targeted strategy.

Jon Russo

Jon Russo

CMO & Founder of B2B Fusion

David Rowlands

David Rowlands

Head of Content at B2B Marketing

Key Points

[01:36 ]	Shortcomings of ABM marketing: why do companies underestimate the value of collaborative initiatives between marketing, sales, and customer experience teams
[03:15]	The question of ABM targeting: how to identify the buying group and the personas within it
[04:54]	About the gap between sales and marketing and how to overcome it
[06:50]	What is the key data for a successful ABM campaign?
[09:12]	How to present necessary information to SRDs to make it digestible and helpful for further usage
[11:04]	How to identify WHO to target within a buying group and how to produce relevant content for different individuals
[13:08]	The right choice of channels: how an omnichannel approach can help you boost visibility.
[16:47]	On the importance of alignment and the ego involved in a conflict between sales and marketing teams and how to overcome their disputes
[19:43]	How to measure the results BGM brings: ROI, engagement signals, and search data.

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