"Usually it starts with a pilot campaign, and that means that you're not trying to validate that ABM works. What you're really trying to do is to create a repeatable model," says Vincent DeCastro, President at ABM Agency

In this episode of The Content Cocktail Hour, Vincent DeCastro, President of ABM Agency, explains the foundations of Account-Based Marketing (ABM) and why it's a game changer for B2B marketers. He walks through the process of building focused target account lists and outlines the importance of aligning your ABM efforts with business objectives. Vincent also highlights the value of first-party intent data in understanding when an account is truly in-market, and shares advice on how to successfully align sales and marketing teams. Lastly, he offers a thoughtful perspective on why third-party intent data can be unreliable.

In this episode, you'll learn:
(1) The steps to building an effective ABM strategy
(2) Why first-party intent data is key to ABM success
(3) How to align sales and marketing around ABM goals

Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Vincent on LinkedIn: https://www.linkedin.com/in/vincentdecastro/
Check out ABM Agency:https://abmagency.com/

Timestamps
(00:00) Intro
(03:19) The rise and misconceptions of ABM
(06:53) Effective ABM strategies
(09:30) Building a target account list for ABM
(11:57) Reverse engineering in ABM
(13:21) Who should own ABM?
(15:02) In-house vs. outsourced ABM
(15:31) ABM maturity model
(18:24) The role of third-party intent data