Podcast • Jul 01, 2022 • 1 min

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

CMO & Founder of B2B Fusion

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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