Traditional MQL-based marketing is a relic of the past.
It’s time to shift gears and embrace the new era of account-based marketing (ABM). In this episode, Jack Speyer, Director of Marketing Operations at Iron Mountain, shares how they transitioned from MQL metrics to a robust ABM program that delivers over 20x ROI.
Don’t miss out on Jack’s insights about sales and marketing alignment, the power of strong analytic tools, and the implementation of a successful ABM program.
In this episode, you’ll learn:
- What challenges arise when integrating new tools for ABM
- Why sales and marketing alignment is crucial for maximizing ABM results
- How to convince senior leadership to show support for ABM initiatives
Jump into the conversation:
00:00 Introducing Jack Speyer
02:22 Shifting from MQL to account-based marketing
03:39 Early ABM implementation and tools to think about
09:05 Achieving alignment between sales and marketing
11:25 Ready for 20x ROI with ABM?
17:56 Do this before you begin your ABM strategy
