Podcast • Jun 07, 2022

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

Ari Capogeanis

Director Revenue Marketing at NVIDIA

David Rowlands

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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