The Truth About ABM: With Gabe Larsen

November 19, 2021

Overview

While Account-Based Marketing (ABM) remains a popular approach, executing it effectively can be challenging. In a concise yet informative presentation, Gabe Larsen simplifies the basics of ABM and dispels recent confusion surrounding it. He provides a practical and straightforward plan that any company can implement to kickstart a successful ABM strategy.

Speaker

Gabe Larsen is the Vice President of Marketing at Kustomer, a customer service CRM platform helping contact centers and businesses reimagine service and support in today’s customer-first world. He is incredibly passionate about customers and the experience that they have with his business.

Quotes

"You have got to ultimately be thinking about the dollars and cents attributed to this initiative filtered by segments."

"How well are people progressing through your funnel that were identified through these initiatives?"

"ABM can be a bad thing if we get confused about what it is and what its not."

Key Points

  1. Know who your visitors are on your website
  2. Use third party intent around key industry terms
  3. Know about any sales interactions that occur
  4. Filter accounts down to those who fit into your Ideal Customer Profile
  5. Understand behaviors of the accounts that engage with you.