A Playbook for the New Era of ABM with Kelly Hopping

The Content Cocktail Hour

"Content without consumption is just a massive waste. And I feel like often we build these big, robust content strategies and a big list of all these pieces of content we need to create, and we don’t optimize it to get consumed."

In this episode, we’re joined by Demandbase’s CMO, Kelly Hopping to discuss the new era of ABM and the key ingredients to success. Kelly dives into the transition of ABM from a focus on targeted, individual account strategies to a broader and more scalable approach that includes one-to-few and one-to-many strategies. She also discusses the critical need for alignment between sales and marketing teams and how crucial content is to the success of ABM. Tune in to your favorite listening app to take your ABM strategy to the next level.

In this episode, you’ll learn:

1. Align sales and marketing teams effectively by simplifying tools and ensuring both teams utilize foundational data for efficient account-based marketing (ABM) strategies
2. Optimize content creation by focusing on generating bite-sized, searchable, and promotion-ready material that addresses specific customer pain points
3. Prioritize content consumption by strategizing on the distribution and utility of content to ensure it reaches and resonates with the target audience

Resources:

• Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
• Check out The Juice HQ: https://www.thejuicehq.com/
• Connect with Kelly on LinkedIn: https://www.linkedin.com/in/kellyhopping/
• Check out Demandbase: https://www.demandbase.com/

Timestamps:

[05:46] Account based marketing: focus on key accounts

[06:32] Account-based marketing aligns sales and marketing effectively

[12:56] Utilizing customer data for targeted sales approach

[15:32] Different types of content fit into ABM

[18:45] Embracing uncertainty and investing in long-term transformation

[21:05] Kelly’s transformed content team boosted traffic and revenue