Account Pursuit vs. ABM - Tracy Eiler - Hard Corps Marketing Show #186

A Marketing and Sales Thought Leader, SAS Marketing Executive, Co-Author of “Aligned to Achieve: How to Unite Your Sales & Marketing Teams into a Single Force for Growth”, 15 Most Influential Women in B2B Marketing, Founding Board Member of Women In Revenue, CMO of InsideView Technologies, Tracy Eiler, discusses the difference between going after accounts from a marketing driven perspective versus pursuing accounts throughout the entire customer lifecycle.   Takeaways: Before tackling CRM, companies need to diagnose the damage. Then there are tools and processes that can be put in place so that information is constantly up to date.  “Data is like a river. It is never going to be perfect.” ~Tracy Eiler Account Pursuit is more than marketing tactics! There is a continuous customer lifecycle: Find, Engage, Close and Grow. This not only targets new accounts that fit our ideal customer, but also ties in customer experience and success. Pay attention to the customer base, especially when it comes to upsell and expansion. Pretend to be a prospect as an exercise to get an opinion on what buyers experience. Look at competitor campaigns as well. The buyer is about 75% through their journey before they make themselves known. Use conversational marketing, reverse ip lookup, or rapid account mapping to deanonymize and encourage conversations early on. Career advice: Trust your gut with more conviction.   Links: LinkedIn: linkedin.com/in/tracyeiler        Twitter: https://twitter.com/tracyleiler Email: [email protected] InsideView Technologies: https://www.insideview.com/ Women In Revenue: https://www.womeninrevenue.org Aligned to Achieve: https://www.amazon.com/Aligned-Achieve-Marketing-Single-Growth/dp/1119291755 Chaka Khan’s Version of Big Spender: https://youtu.be/nwtuu15WsU4   Busted Myths: CRM and marketing data is foundational to the success of everything we do. Although most companies rate it as high priority, data tends to be accepted as this mess that will never be fully cleaned up. Now is the time to change this! A simple value calculation will reveal how much this “acceptance” is costing companies.   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/BN9NfZMBSu8