Podcast • Jun 07, 2022 • 1 min

Taking Your ABM to the Next Level, with Ari Capogeannis

How do you take your account-based programs to the next level through Buying Group Marketing?

Ari Capogeanis

Director Revenue Marketing at NVIDIA

David Rowlands

Head of Content at B2B Marketing

Key Points

[01:32]	Where does ABM fall short?
[03:50]	People-based advertising as the next step in personalized relevant targeting
[05:25]	How to establish the right personas within your buying groups and measure their engagement
[07:21]	Collecting relevant information about buying groups in the GDPR and data privacy era
[08:57]	Does it make sense to tailor content for all the different audiences and individuals?
[11:44]	On creating relevant personas: how deep into personal details should you go?
[12:57]	The buzzword of “omnichannel” experience vs concentrating on one particular digital channel
[15:44]	On tying sales and marketing to pipeline numbers for their better cooperation
[19:33]	On shared revenue-oriented metrics for marketing and sales and the importance of correct attribution throughout the lifecycle of an account
[24:00]	A few words on the contributing metrics that buying group marketing can improve aside from ROI
[27:43]	In conclusion: brand awareness vs hyper targeted marketing

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