Perform ABM by Categorizing Your Leads - Danilo Nikolich & Nick Bennett - Revenue Today - Episode # 091

Revenue Today

Today, we welcome Danilo Nikolich, VP of Sales Development at RollWorks, and Nick Bennett, Director of Evangelism & Customer Marketing at Alyce. Today, they drill down the different tools and strategies you can use to perform ABM with an MQL or MQA model, and how to align sales and marketing by having them work under a CRO to focus efforts from the top down.

Takeaways

• Use technology not just to identify MQLs but also the associated people who will ultimately influence the decision on that account.
• MQA can be defined under an account-based and strictly outbound model.
• Expand the buying committee especially in enterprise sales by making stakeholders feel seen.

Quote of the Show

"First, divide your lead funnel. And so, what does that actually mean? So separate your lead types. So you have two different lead types. So directly asked to be contacted, which those high-intent leads. Basically the hand raisers, you know, demo requests. They contacted for sales inquiries, and things like that, then you've got your scored leads, so measured as basically MQLs. So lead capture forms, content downloads." - Nick Bennett

Connect with Danilo and Nick in the links below:

• LinkedIn (Danilo): https://www.linkedin.com/in/danilonikolich/
• RollWorks website: https://www.rollworks.com/
• LinkedIn (Nick): https://www.linkedin.com/in/nickbennett1/
• Alyce website: https://www.alyce.com/

Ways to tune in:

• Amazon Music
• Apple Podcast
• Spotify
• Google Podcast
• YouTube: https://youtu.be/6KEho9RSaHs