#150: ABM | What ABM Isn’t – Some Huge Misconceptions of ABM, and What Works in 2024 (with Christopher Rack)

Dave is joined by Christopher Rack, CEO of pharosIQ. Chris is a seasoned leader with a track record of driving remarkable growth. With experience spanning individual contributions to executive leadership, he's led four sales organizations to achieve 10x growth in just 2-3 years. His leadership ethos prioritizes building robust processes and fostering winning cultures rooted in a human-first approach.

They discuss

• Why alignment between marketing and sales is critical for ABM success
• How to prove the ROI of our ABM efforts
• Executing ABM with minimal resources

Plus, they take burning questions live from hundreds of B2B marketers and answer them for you.

Timestamps

• (00:00) - - Audience Interaction and Topic Relevance
• (06:29) - - The Unpredictability of ABM Revenue
• (09:57) - - The Nature of ABM: Strategy over Product
• (11:26) - - ABM Misconceptions: Display Advertising vs. Targeting
• (16:44) - - The Importance of Identifying the Right Target Account List
• (20:57) - - One-to-One and One-to-Few Strategy
• (22:47) - - Automation Tools and Direct Outreach for Revenue Generation
• (27:54) - - Balancing ROI Expectations in Marketing Strategy
• (33:20) - - Critical Questions for Evaluating Intent Data and Proving ABM Success
• (37:13) - - Transitioning to ABM as Startup Sales and Marketing Teams Grow
• (38:26) - - Aligning Sales and Marketing Efforts
• (43:51) - - Re-engaging Churned Customers with Product Updates and Honest Feedback
• (44:48) - - Effective Strategies for Re-engaging Churned Customers
• (48:02) - - Evaluating Account-Based Marketing (ABM) Success"

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Today’s episode is brought to you by PharosIQ.

In 2024, you face tougher pipeline challenges than ever: reduced budgets, tighter resources, and fewer active buyers.

Yet your growth goals remain unchanged.

PharosIQ leverages down-funnel intent signals along with targeted demand solutions to help you build your pipeline efficiently.

They help B2B marketing leaders reach their ideal buyers and generate leads that actually convert for businesses of all sizes.

Generating leads is easy; generating leads that convert is what separates PharosIQ from the competition.

Check them out at PharosIQ.com/exitfive; book a meeting with their team …PLUS, their team is giving away memberships to Exit Five so go check out their website that’s P-H-A-R-O-S-I-Q dot com slash exitfive one word right now.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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